8 Survey Trends for 2018


survey trends 2018


You’re used to reading trend lists in the early part of each new year, and maybe you’ve been wondering what kinds of trends we can look forward to in the wonderful world of surveying. While data collection isn’t notoriously a super-hot-and-trendy topic, it’s often the heartbeat of keeping healthy customer relationships, increasing profitability and improving working environments. With advancing technology in the industry and increased demand for more human centered experiences, there are actually a lot of developments that you need to know about in order to make the most of modern data collection.

Here are 8 survey trends to keep up-to-date on for 2018!


1. Personalized surveys

In the past, every survey you made couldn’t fit to every user because we didn’t have skip logic or branching. That meant things were more generic. With these modern features, people who answer certain questions differently can go down different question paths so that there are unique user experiences within the same survey. If you want to collect feedback based on customer segments, you can first ask one question, and then follow up with different question paths depending on how people answered the original question. For example, if your first question asks if someone is a private customer or a business customer, you can have totally different answering paths for B to C versus B to B customers. Making your surveys more customized, means you can target your audience with real percision.

2. Pulse surveys


Pulse surveys keep feedback short and quick. These are those push button (sometimes delivered on an i-pad) surveys you see in stores that often ask one simple question like, “How was your experience?” You just rate it on a scale of "poor to great" or "sad face to happy face", and go on your merry way. Pulse surveys mean that getting feedback doesn't always have to be a time consuming ordeal, and surveys can be quick and easy for both the creator and respondent. It’s an easy way to collect data all year round.

3. Employee surveys

When did you last do an employee survey? If the answer is once, a year ago or never, then now is the time to make it happen! In 2018, the results from your surveying can be more personalized than ever before. You should be using the results you get from regular surveying not just to improve employee satisfaction, but to discover new cultural pillars that your company should embrace and live by. If you have a healthy company culture, you might consider a non-anonymous company survey, and you should definitely consider sharing your results and subsequent developments with your respondents.

4. Use of social media delivery

E mail is obviously a traditional way to reach people, and we’re all well aware of the fact that everyone is busy and their in-boxes are flooded. That’s why email isn’t always the best way to stand out in 2018 if you want to actually reach people with your survey. Since people are hanging out on various social media channels more than ever before, we recommend that you use social sharing to contact your respondents and deliver the survey. The exact channel depends on where your users can be found. You might consider using Whatsapp, Facebook, Telegram or LInkedin. A good survey tool should have the option for social delivery.

5. More interactivity

Interactive marketing is obviously a trend, but in data collection we are used to delivering more standardized and static messages to respondents and users. This year, we can be more personalized in our reaction to the people who take our surveys. For example, it’s time to tailor your thank you messages to individual users. Use skip logic so that the thank you message is different for different types of respondents. It’s easier than ever to make your data collection more personal. Don’t go overboard, but be creative!

6. Data collection that belongs to everyone

Not only HR or customer support managers need to be involved in surveys. The fact is that anyone in an organization can benefit from collecting data. So if you acquired a survey tool to do more employee or customer surveys, then share the gift and allow other people in your organization use the tool as well. You could be in sales or you could be a programmer. The fact is that anyone can use data collection to improve the work that they are doing.


The rules of the game are drastically changing when it comes to protecting customer data. Management in organizations is going to be responsible for ensuring that everyone in your company knows how to protect the data that you collect on people. Make sure that you are well briefed on how this can effect your own surveying and data collection procedures. It arrives this May, and directors are responsible for ensuring that employees comply. Do your homework and be ready for the upcoming changes.

8. More beautiful surveys

With increasing importance on easy to navigate UI and UX, there is really no excuse in 2018 to have a survey that looks like a boring, old fashioned form. People fill out enough of those when they apply for a renewed driver's license or do their annual taxes. Neither of those experiences ranks very high in the fun and good-times department. Forms are notoriously boring and impersonal, and with a modern survey tool you can design something that uses color, font and style to make something beautiful and easy to use. If you are interested in learning more about how important a beautiful UI is for your respondents, then read our blog Why People are More Likely to Take a Beautiful Survey.

The key trends

It’s all about creating more personalized, attractive and user friendly surveys. Follow these tips for your surveys in 2018, and people will be more willing to respond and respect you for staying up to date and making what was once a considered a boring process by many, into  something fun, interesting and relevant.

To learn more about how you can create a well structured and effective survey at your company, download our free survey guide below!

How to Get the Most Out of Surveys