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The simplest solution to survey bloat is to ask fewer questions. You will end up with no information (or misleading information) instead. Please resist the temptation to collect all the information that anybody could ever want.
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Survey bloat is a natural consequence of having a diverse group of marketing managers, all of whom want customer feedback on their special issues.
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I don't have time for this." (Later, I persisted in completing the full survey myself, but only so I could collect a horrifying set of screenshots for my next book.) My test user gave up after three screens, saying, "I'm a small business owner. Many screens required users to evaluate four different business banking services on six parameters.
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banks recently subjected business customers to a 32-screen survey. (With paper prototypes you can pilot three iterations of a survey in an afternoon.) Remember that an interactive questionnaire is a user interface: it should be designed on the basis of user testing and follow standard usability guidelines. If users misinterpret your writing, their answers will be misleading. Of course, you also must ensure that the survey is easy to operate and that users understand the questions and response options. And the best way to reduce users' time and suffering is to reduce the number of questions. How can you get average users to respond? The highest response rates come when surveys are quick and painless. It doesn't matter what you "learn" from a survey you can't trust the data if it doesn't represent your users. Low response rates can create actively misleading findings because they're based on a biased sample of your highly committed users as opposed to most users (who have better things to do than take your survey). One goal beats all others when designing a customer survey for a website: maximize the response rate.