Built over 4,500 years ago, the pyramids of Egypt remain one of today’s great wonders of the world. Exemplary feats of brute strength, skill, and ancient engineering, these expansive structures continue to fascinate researchers and tourists from around the globe. Within them, decorated tombs and artwork depict aspects of everyday life in ancient Egypt: farmers working fields and tending to their livestock, fishing and hunting, religious rituals and burial practices. Illustrations and inscriptions telling a story about this ancient population and how they lived.

During this era, another method of storytelling emerged. Ancient civilizations, such as the Egyptians, conducted censuses to collect data on population, property, and resources for taxation and military purposes. And thus, the conceptual basis for surveys was born.

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The invention and innovation of surveys

In the last century alone, the need for innovation in survey methodology called for significant alterations to accomodate the accelerating changes of the time. Oxford Academic breaks this timeline down into three distinct eras.

1930-1960: Invention

• Statistical sampling was further developed.
• Gauging public opinion through inquiry methods such as the Gallup poll emerged
• Likert Scale was applied to survey interviews justifying the use of the 5-point scale.

1960-1990: Expansion

• Telephone use for conducting surveys becomes the new norm
• Computers begin to be leveraged primarily for “back end” survey data processing and later on, “front end” data collection
• Psychological theories begin to be applied to question wording and survey design

1990-Present: Designed data supplemented by organic data

• Traditional telephone use shifts to mobile phone usage exacerbating already declining survey response rates
• The rise of the internet allows for new survey formatting and visual presentation options with relatively low costs per response
• Organic data through use of the internet and other systems begins to outnumber designed data

Adapting data collection to modern societies

Over the last decade, survey methodology continues to transform in response to the emerging needs of modern society. Now, public opinion shifts by the second, attention spans are shorter, data generation is at an all-time high, and the world feels less united than ever before. Survey design and methodology stands to gain from today’s societal changes and technological advancements.

Here are few recent game-changers, new approaches, and emerging tech in survey methodology:

Video & Voice surveys/testimonials

More traditional or text-based surveys aren’t always capable of capturing the full depth of respondent feelings and attitudes. 

With the addition of video and voice testimonials to survey methodology, richer, more nuanced data can be gathered. This means deeper insights into respondent emotions and the potential for more authentic responses. We’re here for that!

Gamification & Chatbot

Check-the-box and fill-in-the-blank style surveys are largely about as “cool” as detention on a Friday afternoon these days. Lack of engaging approaches to survey design can lead to survey fatigue leading to low engagement and poor data quality. 

Gamification and interactive chatbot dialogues lead to more engaging surveys, that are, comparably, more enjoyable for the participant. This approach often encourages higher participation rates. The more participants, the more you learn!

Mobile & App-based surveys

According to Stanford Medicine, nearly all children have a cell phone by the age of 15. For some, that’s before they have a driver’s license. Mobile device usage is now commonplace across most generations and surveys need to be designed with this in mind. Mobile optimized surveys are more accessible by larger amounts of the population, allowing for speedier data collection and a more diverse and geographically dispersed audience. 

Adaptive & Dynamic surveys ‍

When a survey respondent is given two response options to choose from, their selection does not always  accurately represent their feelings, beliefs, or thoughts. Instead, their response is merely indicative of their preference based on the two options provided.

Adaptive and dynamic surveys utilize conditional logic or question branching (we ace this) and can result in higher quality data. Adaptive surveys incorporate a level of flexibility contingent on the response of the participant, making the survey experience more relevant and concise, and the data provided more precise.

A complex tool for understanding human behavior

Technology is powering a whole new generation of survey methodology and approaches. Increased engagement, better data quality, real-time insights, and comprehensive understanding lead to deeper insights about your audience and a better experience for the participant (increasing the likelihood of them coming back). We know we’re pumped about this kinship! But what’s next?

What does tech in survey methodology look like in the next 5 years? Our resident data analyst, Olivia, gives their outlook:.

“I predict a full or almost full transition to online-based surveys. Market research is constantly evolving its methodology to optimize for quicker, cheaper, and more accurate results. Online surveys already beat out most traditional forms of surveys, such as telephone, focus groups, or interviews.

“As businesses better understand how to harness the power of AI, humans may become less  necessary to conduct surveys, however, I foresee the continued need for human analysis. Regulatory groups will be necessary and review teams may become more extensive. It is hard to say how quickly this will take shape, but I do think it’s only a matter of time.”

Over the last four millennia, surveys have evolved from basic population counts to complex tools for understanding human behavior, opinions, and social trends, influencing everything from government policy to consumer products. While fundamentals have endured the test of time, new technologies and approaches to survey methodology have led to deeper insights, greater authenticity, more inclusive representation, increased engagement, and improved accuracy.

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At CommonAlly, we do more than just surveys, we fuel entire movements. Through our reimagined campaign strategies we uncover the motivations behind decision-making and develop opportunities to inform and inspire action.

From 1-to-1 personal engagement strategies to gathering essential community and demographic insights, CommonAlly reimagines campaign and outreach strategies to unlock markets, opportunities, and solutions. Ready to join the you era of data? Let’s chat!