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Surveys that support media files offer more ways to learn from respondents. They’re a great way to gather more qualitative feedback, such as emotional responses to an ad or concept. Adding media to survey questions is a great way to let respondents get more context about what you’re asking. It can offer an element of accessibility for people who respond better to visual stimuli or those who have trouble reading. Not only that, media components like images and videos are engaging for respondents and add a nice look and feel to the survey.
Media is especially useful in measurement of more abstract concepts, like emotions and reactions. A picture is worth 1000 words, and you can let it speak for itself to convey stronger messaging to respondents that you might not be able to put into words in a single written survey question.
Surveys using media questions are a great way to compare different concepts against one another or test and measure consumer reactions against their other, more emotional senses. Many brands use image-based surveys to test corporate logos and color schemes or measure brand recognition. Videos and gifs are excellent ways to test ad concepts before launch to see what consumers like or respond to. Audio additions to your survey may be the perfect way to choose the introductory theme song to your podcast or test for accessibility issues, ensuring that the tone, pitch, and accent being used is understandable and appealing for your target audience.
Let Your Customers Speak for Themselves. Voiceform let’s respondents answer survey questions with their voice. Get more detailed answers, capture tone of voice, and add a human touch to your research.