The traditional survey was first used in England in the early 1800’s. Since then, there have been a variety of surveys used ranging from multiple choice surveys to open-ended ones. No matter what survey format that has been used, surveys have always been a great way to gather feedback in a structured way. But despite its longevity and long list of successful examples, there are still some naysayers who feel that surveys have their flaws. Here are just a few common complaints about surveys:
Depending on the type of survey used and the method of distribution, capturing the right audience can be difficult. If the type of survey being used is conducted on paper versus online, costs aside, the logistics of getting the survey out and back in a timely manner can be an issue. Even if you were to get the surveys out to every single individual in an expedited manner, you still face the high likelihood that the individuals actually completing the surveys are the individuals you need to capture an accurate picture of the situation or person you are evaluating.
Unless the survey is an in-person interview, it is virtually impossible to capture the emotion from those taking the survey. Most surveys stick to one line of questioning (i.e. multiple choice versus open-ended) and if the method used is multiple choice, the likelihood of capturing emotion is even less likely.
In the case of open-ended surveys, you are at least able to capture emotion through the words used and in the manipulation of the text (bold, all caps, etc). Even still, consolidating the data can be very difficult to do and takes a significant amount more time if the survey being used is done using paper.
As with all forms of communication, interpretation is always an issue. One word can change the understanding of the question. To make matters worse, the misinterpretation of the question can take the feedback you receive in multiple directions.
Additionally, most surveys are done in the absence of the sponsor so the inability to get clarification can lead to misinformed and therefore inaccurate data. With so many variables affecting the interpretation of the questions, it is important to use language that is clear and concise to minimize the misinterpretation of each question.
Although getting better, most survey providers have their own list of canned questions and provide very little flexibility to modify their questions. This leaves companies with questions that can be diluted and misrepresent the original intent of the line of questioning. Fortunately, more and more survey services are providing a personalized option that allows companies to manipulate every single word to meet their every need.
As with all surveys, security and anonymity are always a concern (Even more so for non-attributional surveys). Companies do not want their dirty laundry aired to the public so they of course want to make sure that the survey results remain confidential and secure. For the survey takers, anonymity is almost always the number one request. The fastest way to get inaccurate data is to not guarantee anonymity.
There are a few ways surveys can provide anonymity. Assigning a survey number to an individual, consolidating the results by groups (position, relationship (i.e. subordinates), or providing a drop off box are just a few ways surveys can ensure anonymity.
No matter what method is used, security of the survey provides peace of mind for the companies and the anonymous aspect of the survey will provide peace of mind for the survey takers.
Another downside to surveys is that survey fatigue can occur. After all, surveys have been around since the early 1800’s. I know from personal experience that when a survey pops into my email, my frustration level goes up. Survey providers add fuel to the fire when their surveys have dozens of questions requiring a long length of time to accomplish.
You can however get around survey fatigue by tracking the number of surveys you send out to the group. Sending out a survey for survey sake is not only unwise, it can actually prevent you from achieving your original intent. Getting good feedback.
Limiting the number of questions in a survey is another way to prevent survey fatigue. As stated earlier, there is nothing worse than opening a survey and seeing there are 100 questions to answer.
Knowing that the survey results will be acted upon is another way to curb survey fatigue. If surveys are constantly being put out and not acted upon, the desire to participate in future surveys diminish.
So, while surveys have stood the test of time, if done incorrectly, they can actually save time and money. If companies avoid the common traps listed above, they will find that surveys serve an important role in shaping their organization and maximizing participation in organizational-wide efforts.
So, what’s your experience using surveys? Have you also run into the problems listed above? If so, I want to introduce you to a new and innovative way of capturing feedback from your team members. While this tool was originally designed to capture the feedback on a person’s proficiency level in organizational competencies, the tool is flexible enough to provide a new and creative way to present your questions.
Using the Talent Generator® Assessment Tool gives you the flexibility you need to get tailored and targeted questions. Its drag and drop feature changes the way surveys are done and makes taking the survey more fun and engaging. Its email assignment feature ensures you reach the right audience and its ability to personalize questions and definitions allows you to meet your every need.
I want to invite you to check out the Talent Generator® Assessment Tool on the Talent Generator® website: www.talent-generator.com and get started on personalizing your surveys in a fun and engaging way.
