When we ask for customer feedback on a survey our focus is almost entirely on a specific product or service in question. Quite often it involves measuring customer satisfaction, brand awareness or some other variable directly impacting the 4Ps. However there seems to be a trend toward concluding surveys with a question or two regarding the overall process of the survey experience itself.

The graphic below was from a recent consumer survey I completed. This question is limited in that only measures the level of enjoyment the respondent experienced with the survey. On the other hand if you are experimenting with different online questionnaire designs it can serve as a good benchmark for comparisons.

What is missing, perhaps, is an unstructured question asking them to elaborate on their thoughts. Logic can be employed to ask those who did not find it enjoyable to elaborate on their thinking. Conversely those that gave it a thumbs up can be asked to share what they thought was enjoyable.

In the end it is our job as consumer and B2B market researchers to provide actionable data and interpretations for our internal and external clients. However, we also have a commitment to those who share their time and opinions with us to provide an engaging survey process, one that would encourage them to respond again the next time they are asked.