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How to design a survey for our Audience panel

Follow these survey guidelines to meet SurveyMonkey Audience’s quality standards, and ensure your project’s success.

Survey question maximums

  • 50 questions total
  • 5 open-ended (comment box) questions
  • 5 matrix questions, each having no more than 5 columns and 10 rows
Matrix question row

Survey design requirements

Do require at least 1 question in your survey to ensure you get responses

Making a survey question required

Do make sure your Skip Logic paths are working correctly

Do create a survey in one of the supported languages you’re targeting

What should I definitely not do?

Don’t include web links that take people outside your survey

Don’t ask questions requesting contact or personal information (e.g., email or mailing address, phone number, credit card info, password, social security number)

Don’t use the File Upload Question type in your survey

Don’t use the Quota feature when designing your survey; instead, use multiple Audience collectors to gather the respondent sampling you need

Other helpful survey design tips

Put your respondent first

  • Avoid jargon, acronyms, or technical language that may be confusing for a general audience. Provide definitions when need be.
  • Ask as few questions as possible. If your survey is long, add a page break to avoid excessive scrolling.
  • Ask open-ends that can be answered in a few short words, save them for the end of the survey, and don’t require responses to these questions if you can help it.
Completion rate percentage

Survey completion rate drops from 94% on a typical 1-question survey to 79% on a 40-question survey.

Keep your survey relevant

  • Skip respondents past sections that aren’t relevant to them with Skip Logic.
  • Use a qualifying or screening question like, “How often do you drink tea?” to reach the right audience.
Qualifying question
  • Include an “Other (please specify)” answer choice for respondents.
  • Require responses to your most important questions.

Optimize for all devices

  • Test your survey on multiple devices before you send it out.
  • Use mostly multiple choice questions in your survey (avoid dropdown menus).
  • Simplify survey formatting, avoiding progress bars or logos that take up valuable space.
Survey on mobile device
  • Use a universal media player (e.g., YouTube) that works well on all operating systems. Keep videos short (max 60 seconds).
  • Be aware of bandwidth constraints which can delay loading times and degrade image and video quality.
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