Survey
Survey is a method of gathering information from a sample of people. It is particularly useful if you want to have a quantitative analysis for a certain subject. A common usage by market researchers is to distribute survey to loyal customers after sales so as to understand their consumption behavior.
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Chatbot as Survey
Survey can be conducted by phone, mail, website and face-to-face. Have you ever thought of a more interesting and exclusive way to carry out a survey? Chatbot is a powerful survey tool for brands to gather user preferences as it can be easily integrated to their social media fan base such as Facebook Messenger. However, creating surveys with chatbots can be tricky because it is all about balancing between gathering as much information as it can while still delivering a smooth and pleasant user experience.
What Is a Good Chatbot Survey?

A good survey is to get exactly what you need from the sample and somehow even obtain the desired conclusion by the questions you’ve set. A good chatbot survey should be simple, concise and short. If your survey involves a sophisticated long list of questions, then this article may not be helpful to you.

Below are a few points you may want to consider when designing a survey:

1. Pick the Right Target!

Demographic

As a brand, you must understand your customer profiles before you move on to a deeper subject. For example, if most of your target audience is aged 25 to 45 and is mostly digital natives, you should consider distributing your survey through online mediums. Also, remember to target existing and repeat customers as higher brand recognition or customer loyalty can usually lead to a higher response rate.

2. Content Management

Be relevant and concise

Be relevant! If your questions do not sync with the day-to-day experience of your target audience, they are less likely to respond. For example, it will be quite impolite to ask a vegan which kind of meats they prefer the most.

Also, try to keep the conversation length as concise as possible, so your users won’t doze off before completing every question. If you are using chatbot as a survey medium on a social media platform, then there is no need to ask questions that were already captured from user profile such as name or gender. This can cut the conversation length significantly.

3. Give & take

Incentive

Your target audience must understand the benefits after quiz completion clearly. It can be either a prize redemption or entering a raffle. In the chatbot world, over 80% of users will complete a chatbot survey with over 10 questions if there are incentives involved. Without an incentive, the completion rate of even a 5-question chatbot will also drop to lower than 40%.

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4. Predict Their Behaviour

Manage their expectation

The first mistake you make is to assume everyone knows everything about the survey. They usually don’t. Remember to state the instruction clearly and manage their expectation. One good way is to reveal the total number of questions in the survey at the very beginning and also tell them what will happen at the end i.e. win a small token of appreciation.

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There is no turning back

Sometimes users may be affected by external factors and change their original choices in their previous questions. It is important to eliminate those external factors as much as possible and force users to trust their first instinct. If you give your users the option to pick their choices again, the result may then not be accurate. Quick replies can solve this problem as it eliminates the option for users to choose again.

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Be interactive

User experience doesn’t really have to be a one-way street, especially for a survey. There are often times when you get confused by this kind of instruction in a survey: skip question 5 if you answered yes. However, these instructions are completely unnecessary in a chatbot experience because the bot can reply according to what you’ve answered. For example, if you select “I like apples” in the previous question, the bot can then ask you “Where do you usually buy your apples?”. If you answer “I don’t like apples”, the bot will then ask you “Which kind of fruits do you prefer?”.

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This article is also published at Medium.
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