People may not be as willing to leave feedback for brands on social media as they once were (intriguing finding in a new Qualtrics report), but I am perfectly willing to rant here. Qualtrics also says we are suffering from survey fatigue.
How right that is. It seems almost every digital interaction with a brand is followed up by an email asking “How did we do?” And if you are rash enough to answer that, with a star rating or marks out of 10, you will be redirected to a full length survey which would take a chunk out of your day. If you filled it in, which of course you won’t.
Something for marketers to consider. If you’re getting feedback from only a small minority of survey recipients, the first thing that tells you is that people are tired of surveys.
Kim Davis
Editor at Large
