This article is part of our ‘People Puzzles’ series, offering thoughtful, evidence-based guidance on people and behaviour. Each month, our decision-making experts use data, design, and behavioural science to tackle your questions.
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Receiving feedback is critical when aiming to improve something. However, getting people to share forthright and actionable feedback rather than vague and compliant feedback can be tricky. In today’s article, we explore using insights from behavioural science and design to create space for honest dialogue.
This month’s question:
“In my work, we are required to issue an annual consultation. Typically, we issue a paper report, around 50 pages long, including several questions. We usually receive affirming feedback that we are doing good work. Still, we fail to get meaningful insights from our stakeholders about what we should be doing differently. Are there any biases or behaviours across our community that might hinder honest responses, or might the tools we use (a document published on our website) inhibit responses? Is there a more effective way to engage people to give quality responses to consultations?”
Our response:
You’re not alone in this challenge. Getting people to share their thoughts sincerely is difficult. When processes don’t yield proper feedback, it’s rarely because people don’t care. Often, behavioural and practical factors unintentionally get in the way.
In your question, you express concern about the tools you use. You say you include consultation questions in a 50-page report hosted on your website. We strongly recommend separating the report (where you aim to share information) and the questions (where you aim to gather information). Utilise different platforms to reflect these differing aims.
Our two top tips for your annual consultation:
1. Host the consultation questions on a survey platform - We tend to choose the path of least resistance. A paper report is likely not the best place to host questions, as it creates an immediate behavioural barrier to engagement. Instead, use a survey platform that stakeholders will find convenient to access and can use to submit responses quickly. We built the Ekota platform to help organisations do just this. Ekota allows users to submit their opinions in response to a question and to vote on the opinions of others. This makes the process of sharing opinions much more enjoyable and interactive, which in turn increases engagement levels.
2. Present the report content on a visually appealing website - Good design is essential - not because it looks pretty - but because it leads to better engagement. Behavioural science tells us that when we’re overwhelmed by information, we default to surface-level engagement instead of offering thoughtful insights. Consider adapting the report using strong visuals and good copywriting on a digital platform. Break information down into digestible chunks and highlight key messages.
Image Above: Mock-up of a launching pad which links readers to report information and an online survey.
Our three suggestions to improve survey engagement:
1. Reduce the number of questions - Remember, less is more when it comes to getting voluntary engagement. Try asking fewer questions and make them the ones that matter. Vague or leading questions unintentionally steer us toward agreement, limiting our ability to challenge assumptions or provide innovative suggestions.
2. Highlight that other people have contributed (but maintain anonymity) - We are more likely to do something when we can see that others are also doing it. We model our behaviour on the people around us. When we are required to do something in isolation (like respond to an online consultation), we benefit from the affirmation that others are doing the same. Use this behavioural bias to increase engagement by showcasing how many other people are already getting involved. In addition, consider how people behave in group dynamics. We naturally want to maintain positive relationships, particularly when an organisation seeking input is perceived as authoritative. This is called social desirability bias. Without anonymity or psychological safety, critical feedback may go unsaid. Alleviate the challenges of social desirability by ensuring that everyone knows their responses will remain anonymous. Remember to ask a few profile questions so you can categorise responses based on someone’s background and expertise without collecting personal data which could identify a contributor.
3. Share immediate results - We are curious creatures and like to know what’s happening behind the curtain. Imagine voting in a general election and never finding out the result. Would you still be motivated to vote? And yet, that is often how it feels to participate in a survey. Your survey engagement levels will likely increase if you let people know that they can see the results of the consultation. To make this all the more compelling, you could compare quantitative responses to illustrate how a participant’s responses compare to those of other contributors.
Image Above: Shows Teacher Tapp, which offers daily questions about school life. After answering the questions themselves, teachers can view the results to see what others think. The number of responses per day are also highlighted to others.
We hope this helped. Good luck with this year's consultation.
Interested in learning more? Contact us to learn more about how to approach behavioural challenges.
