Online surveys

Online surveys are a cost-effective research method and there’s great flexibility in the design. Automated data input and handling also mean that the results are available instantly. Many online surveys can also be completed on smartphones or tablets, which helps to improve the response rate.

To maximise the response rate to online surveys, it is best if the length of survey can be kept to 15 minutes or less and the number of open-ended questions (ones that require the respondent to write in an answer, as opposed to selecting one or more options from a pre-populated list) can be kept to no more than two or three. However, in some cases it is possible to run online surveys that take up to 30 minutes to complete.

Another factor which keeps the response high is some form of pre-targeting on demographic factors such as age, life-stage or region, but we can also target on more specific categories such as household income, occupation, smartphone ownership, car ownership, certain patient types etc.

Continuous survey feedback can act as a springboard for innovation or growth, and the ease of reaching 100 or 10,000 participants (it takes the same amount of effort) means that the cost of completing large-scale and regular surveys are surprisingly affordable.

A key feature of FieldworkHub’s online surveys is that we can offer manual validation of respondents based on proof of purchase, ownership, identity or geographic location. We program our online surveys in-house with fast turnaround and direct access to our survey experts so your feedback can be incorporated immediately.


Happy young Asian man sitting in the car he has just bought and holding the key up

Multimodal research on used car purchasing habits in the UK

A well established online car dealership wanted to carry out research into car purchasing behaviours. The research consisted of a quantitative and qualitative phase. For the quantitative aspect of the research, our work involved programming a survey which we then distributed to over 2500 participants who fit our clients quota. The second phase involved a mix of face-to-face and online interviews with a select number of those who had completed the survey. The choice of mixing the methods of interviews was to ensure that we could deliver on the clients need of completing a certain amount of interviews while taking time and geographical constraints into consideration. This enabled our client to complete all of the interviews that they had hoped to conduct.

Man, woman and daughter on a sunny beach while on holiday

Online survey about brand awareness and perceptions of travel insurance

We designed, programmed and managed a survey to assist a UK-based online provider of travel insurance products find out widely recognised their brand name was, what attributes they associated with the brand and what factors were important to respondents when selecting travel insurance. We arranged for the survey to be completed by a nationally representative sample of 500 UK residents who had taken at least one foreign holiday in the last 12 months. Once the fieldwork was completed, we delivered a comprehensive report on the findings.

Close up of a print out of a balance sheet with pencil and calculator visible

Quantitative online survey of self-employed people in the UK

Our client, a leading provider of business research and other business services, wanted to carry out a survey of self-employed people and single-person businesses in the UK to explore how they manage the financial side of their business and whether they use an accountant or tax advisor currently or see a need for more professional advice in the future. The client was keen to get the views of respondents in a wide range of different business sectors, including construction trades, creative arts, domestic services, professional services and sport & fitness. We helped the client to finalise the survey, programmed and tested it, then ran the survey and delivered the raw data and a report on the findings.