Creating a Good Survey #08: Utilizing the Funnel Technique for Optimal Response Flow

A successful survey is not merely a list of good questions. It is crucial to strategically arrange the order of questions so that respondents perceive the entire survey process as a natural conversation and can answer consistently without psychological burden. A well-designed question flow enhances respondent engagement, thereby improving response quality, and plays a decisive role in preventing dropouts and increasing survey completion rates.

The Funnel Approach: A Question Arrangement Strategy That Induces Natural Engagement

Just as a conversation gradually deepens, it is effective to use the 'funnel technique' for survey questions, starting with broad and general content and gradually narrowing down to more specific and core content. This approach offers the following benefits:

• Induces Respondent Adaptation: Respondents can naturally become accustomed to the survey topic and atmosphere by answering easy and general questions at the beginning. This is like starting a conversation with someone you've just met with light talk.
• Reduces Psychological Resistance: If sensitive or difficult-to-answer questions appear early in the survey, respondents may become flustered or defensive. The funnel technique minimizes psychological resistance by placing such questions in the latter half.
• Improves Answer Consistency: Answers to previous questions can provide context for subsequent questions, helping to enhance response consistency.

Example Questions by Stage Using the Funnel Technique (New Product Concept Acceptance Survey):

1. Introduction (Broad and General Questions - Respondent Warm-up Stage):
   • "How interested are you generally in new technologies or products?"
   • "What IT devices, if any, have you newly purchased or used in the past year?"
   • Purpose: Gently guide respondents to the survey topic and grasp basic tendencies or background information.
2. Middle (Increasingly Specific Questions - Topic-Related Information Exploration Stage):
   • "What is the brand of smartphone you currently use, and what was the main reason for choosing that brand?"
   • "What features do you primarily consider important when choosing a smartphone? (Multiple answers possible)"
   • Purpose: Identify the respondent's current situation, experiences, and general preferences related to the survey's core topic.
3. Core (Most Specific and Important Questions - Direct Evaluation/Opinion Collection Stage):
   • "(After presenting new product concept image/description) Overall, how attractive do you find this new product concept? (5-point scale)"
   • "What is the most anticipated feature of this new product, and why?"
   • "If this new product were launched at a price of OOO KRW, would you be willing to purchase it?"
   • Purpose: Directly ask for specific opinions, evaluations, and purchase intentions related to the survey's core objectives.
4. Conclusion (Demographic Questions, etc. - Wrap-up Stage):
   • "Excuse me, but what is your age group?"
   • "What is your occupation?"
   • Purpose: Collect basic demographic information for group-specific analysis. These questions are relatively easy to answer but, being personal information, are generally placed at the end of the survey.

Additional Considerations for Question Order Design:

• Grouping Questions by Topic (Topical Cohesion): Related questions should be grouped together so respondents can follow a logical flow and answer consistently. For example, group questions about product satisfaction in one section, and then place customer service-related questions in another section. A sudden change in topic can confuse respondents and make the survey flow feel disjointed.
• Strategic Placement of Sensitive Questions: Sensitive or private questions, such as income level, personal beliefs, or health status, are best placed towards the end of the survey, after fully explaining their necessity, to reduce respondent reluctance.
• Start with Easy Questions: It is advisable to start with easy and simple questions that do not require much thought at the beginning of the survey to encourage respondent participation and lower psychological barriers. Once a survey is started, the likelihood of completion increases.

In conclusion, the order of questions is not merely a sequence of listing questions but a process of carefully designing the respondent's psychological journey. Creating a logical and natural flow through techniques like the funnel approach and topical grouping allows respondents to express their opinions more comfortably, which in turn leads to higher quality survey data.