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How To Avoid Response Bias In A Consumer Insights Survey

9 September 2022

Diana Owens

One of the key issues in consumer insight surveying is to avoid response bias. This happens whenever a question puts a thumb on the scale even a little bit and causes many respondents to answer a certain way. A consumer insights service firm will encourage clients to do these 5 things to minimize response bias.

Keep Questions Short and Simple

Long and complicated questions can confuse respondents, and this can lead to them following patterns. For example, many people might tick the first box in response just because they don't know what else to do. They may also tick the box for the answer that uses the most words from the question, guessing that the similarities suggest correctness.

Even if you inform people that there are no right or wrong answers, they may subconsciously search for one. Worse, the group could end up following a biased pattern.

Never Lead

A question should never imply an answer. Suppose you ask the consumer, "Why are you happy with OurCo's patented stainless steel knives?" The question practically begs the respondent to provide a positive response. A consumer insights survey service provider will usually want to frame the issue more like, "Tell us how you feel about OurCo's products."

Yes and No Are Your Friends

Yes or no answers are often the best friends of a consumer insights service professional. If a client needs to refine issues, the best approach is often to narrow in on differences among consumers by asking several yes-no questions.

Anyone who needs to go with longer lists should try to provide answers exhaustively. Suppose you ask, "Why did you not enjoy your stay at ResortPlace?" You should exhaust the list with answers about price, customer service, cleanliness, location, facilities, and so on. Also, allow people to provide multiple answers or rank their choices.

Have a Structure

Tell the respondents how long the survey will be. This will avoid unnecessary quits. Also, try to start with demographic questions and work your way toward deeper ones. This will warm the respondent's minds up a bit so they can provide fuller answers once they get to more emotionally involved questions.

Revise and Revise Again

Review every question you're thinking about asking. Consider how you might structure each question with less bias. Look at how you frame the questions and the answers, too. Once you've arrived at a good version, walk away from the problem for a day and come back to it with a fresh mind.

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