Balancing Continuity and Innovation in Annual Surveys

Have just completed the drafting of the 4th Annual Customer Survey for a client. Whilst we have kept much of the survey content consistent year to year to allow for comparisons we have also moved the survey forward in different areas.

This year we have decided to ask more questions about the business environment in which the respondents are operating so that my client can understand better the pressures on customers and respond accordingly.

Getting the balance right between continuity and innovation in the survey is also important for maintaining the interest of respondents, to which must be added the need to ensure that the survey does not become long and tedious to complete.