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Dynamic Surveys - Definition, Benefits and Tips on how to create Dynamic Surveys

Imagine you have bought a new product from a shopping mall but went through a bad experience with the quality of the product. You get an SMS survey asking for feedback. As you give a poor satisfaction rating on the feedback question, you are asked in the next question, “What did you like the most about our product?” How would you feel? More frustrated, isn’t it!

After all, you didn’t actually like anything about the product. You respond to the survey because you want to share your negative experience; still, the survey asks you for positive points. How illogical!

This is how your respondents feel if your surveys are not dynamic. This article will talk about creating Dynamic Surveys, some benefits of using them, and some great ways to make your surveys dynamic. Let’s explore what Dynamic Surveys are.

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What are Dynamic Surveys?

Dynamic Surveys refer to those surveys that change with respect to the respondent and the responses they give while taking the survey.

The word ‘dynamic’ literally means ‘full of energy or force to change and progress’. When you create your surveys, they should be powered with the ability to change as the respondents move ahead to fill them.

Making your surveys dynamic helps you to make them sound logical, interactive, and conversational to the respondents. Let’s know more about why you should use Dynamic Surveys.

Why should you use Dynamic Surveys?

Dynamic surveys are a powerful way to ask for feedback from your customers interactively. It makes your surveys talk to the respondents and get meaningful information. Let’s explore some benefits of Dynamic Surveys to understand better the need for these surveys.

Benefits of Dynamic Surveys

  1. Better Responses
  2. Less Survey Fatigue
  3. Surveys become Shorter
  4. More Targeted surveys

Let’s learn more about these benefits to understand the importance of Dynamic Surveys.

1. Better Responses

The objective of any survey is to collect meaningful data from the respondents. And to have meaningful answers, it is a prerequisite to ask meaningful and logical questions from your customers. If you ask a question that makes no sense to the customer, they will not respond or leave the survey in between. Whereas, if you use Dynamic Survey, they will not only respond to it but also share better and more accurate information with you.

2. Less Survey Fatigue

Survey Fatigue is when customers feel bored or uninterested in responding to surveys and sometimes avoid even opening a survey. But when you use Dynamic surveys, it has a touch of personalization. They are more interactive than other surveys, which causes less survey fatigue and maintains their interest in the survey.

3. Survey becomes Short and more Specific (to your respondents)

By making your survey dynamic, you eliminate the parts that are irrelevant for a respondent. In this way, the survey becomes shorter and easy to respond for the customers, which motivates them to complete the survey, ultimately increasing the response rate.

4. More Targeted surveys

Dynamic Surveys are more specific for your respondents because better targeting methods are applied in these surveys. As your questions are based on the previous information or responses shared by the customer, s Dynamic Survey is more exclusive for the respondent, which makes it more powerful and easy to respond.

Now, let’s explore how to create Dynamic Surveys.

How to Develop Dynamic Surveys?

The best way to create a Dynamic Survey is to use an effective Dynamic Survey App loaded with advanced features that help develop such surveys. These features are themselves a way to develop powerful Dynamic Surveys. Let’s explore some great methods and features to create Dynamic Surveys.

Ways to Develop Dynamic Surveys

  1. Logic
  2. Redirection
  3. Answer Piping
  4. Variables and Attributes
  5. Language
  6. Themes
  7. Email Campaigns

Let’s learn more about these features

1. Logic

Survey Logic is a feature that you can use to change the survey's pattern, appearance, and content based on the response provided by the customers in the previous question. Skip logic skip some questions and directly take the respondent to the relevant question based on certain conditions. You can set conditions to skip or hide a question or a part of a survey and directly take the respondent to the relevant part for the specific respondent. Here are some examples where you can use skip and hide logic to make your surveys dynamic.

Skip Logic in CX Metric Questions

You can set follow-up questions on CX metrics like NPS, CSAT, and CES based on the rating given by the customers. For instance, you are measuring NPS, and you have asked your customers how likely they are to recommend your business to others. You can set conditions to ask the follow-up question based on the rating they provide from 0 to 10.

  • For Detractors (0-6) - We apologize for your bad experience. Can you please let us know where things went wrong so that we can make improvements and provide you with a better experience?
  • For Passives (7-8) - Thank you for your honest feedback. We would love to know where we can improve to provide you with a great experience.
  • For Promoters (9-10) - Thank you for appreciating us! We are delighted to know that you liked our services and would love to know what did you like the most about our services.

Similarly, in a Customer Effort Score (CES) Survey, if some respondents have selected a high effort rating, you can ask them the next question to know the reason for a high perceived effort. In this question, you can include options like ‘Customer Service Rep was not supportive’, ‘App Interface is difficult to use', and others.

Let’s take another example here. Imagine you deal in parts of vehicles and are doing a survey to know what scope your business has with the present customers. You ask in our survey

Do you own a car?

  • Yes
  • No

Now, you can apply logic based on answer conditions to make your next questions appear dynamically based on customers’ responses.

Let’s suppose your next question is

What type of car do you own?

  • Saloon
  • Hatchback
  • Convertible

This question is only valid if the customer has selected Yes in the previous question. So, you can apply the skip logic conditions to display this question only when the last response is Yes. Whereas, if the previous answer is no, the survey should skip the question and ask this question, and vice versa.

Which other vehicle do you use?

  • Bike
  • Bicycle
  • Public Transport

Then you can apply another condition, wherein if the customer selects the first two options, they will be asked the next questions to get the details of their vehicles and parts of vehicles. Whereas, if customers choose Public Transport, you can hide all those questions and take them to the end of the survey.

2. Redirection

Redirection is a feature that you can use to take your respondents to a particular web page based on their responses. The web page can be your website page where you want your respondents to purchase your products or services; it can be a Google review page, a software review page like G2, Capterra, a ticket system, or a knowledge base page. Here are some examples.

  • You are in a restaurant business, and your website displays a survey to your visitors. You can ask for a feedback rating, and if your customers select an excellent rating, you can redirect them to book their next dine-in in your restaurant and offer them a discount on the booking.
  • You are a software company, and your customers are dissatisfied, and they give a reason that they did not understand a particular feature of your software. You can redirect them to a help article so that they can read in detail about that specific feature and understand it better.
  • Similarly, suppose they share positive feedback about your software or app. In that case, you can request them to share reviews on popular software review platforms and redirect them to the webpage of a platform like G2 or Capterra.
  • If you are in the service industry, you can redirect your dissatisfied customers to your ticketing system where they can raise an issue and get their complaints resolved or queries answered.

3. Answer Piping

Answer Piping allows you to use the answers provided by your respondents in the next questions of your survey to provide an interactive and personalized survey experience to the respondents. Here are some examples of the use of Answer Piping.

  • You can ask the name of your respondent in the first question and use the first name in your next question or while thanking the respondent for taking the survey.
  • You can ask the name of the product your customers have used and then use this data in the other questions. For instance, you run a restaurant and capture feedback about a food item customer ordered. In one question, you can ask which food item the customer had. Now the respondent selects the answer option, let’s say, Pizza. You can ask the next question ‘Was the Pizza delivered to you was hot and fresh?’

4. Variables and Attributes

Using variables and attributes is an excellent way of making your surveys dynamic as per your target audience. Variables are of three types. Let’s explore them all.

Survey Variables

For instance, you are gathering Employee Feedback across various departments in your company - Marketing, HR, Finance, Operations, etc. Now you want to ask some particular set of questions to your employees of Marketing Department and some other set of questions to your employees of Operations Department.

For this, you can use Survey Variable to display the respective questionnaires as per their selected departments in the initial questions of the survey.

Contact Variables

Using Contact variables, you can mark one unique contact information as crucial contact information like phone number or email address. As the respondents enter this individual information, all other previously recorded details appear in the survey like Name, Address, Ordered Product, etc. In this way, you save your respondents from filling in all the details every time they take a survey. This saves their time and shows them that you value their time.

Hidden Variables

Hidden variables appear before you in the survey response but are not visible to your respondents. For example, when the customers respond to a survey, and let's say they responded with a negative rating and the response gets recorded. When you or your employees view the response, you also see customers’ last conversation with your representative and the details of the ticket and comments to know what exactly happened on the ticket.


Attributes are also the information about your contacts like name, age group, gender, country, timezone, etc. You can use attributes to make your surveys dynamic. For instance, you want to ask different questions from males and different from females. As the respondents respond to the basic questions and select gender, the next part of the survey will appear differently for different genders. Similarly, you can make your surveys ask different questions from customers of different age groups.

5. Language

Another way to make your surveys dynamic is to use Multilingual Surveys. With the multilingual feature, you can let your respondents take the survey in their language. In this way, you remove the language barrier and create a better understanding in your surveys for your customers with diverse cultures and backgrounds.

 6. Themes

You can also use different themes to make your surveys dynamic. With different themes, you can make your surveys look different for every client in the way that suits them. Moreover, white-labeling surveys and adding your client’s logo along with your own also modifies the survey to give a look and feel that your clients may like.

For instance, you are a company manufacturing stationery products. Your clients can be schools, colleges, corporate companies, and other types of businesses. In that case, you can choose different themes for different companies for your surveys and add the organization logo in your surveys.

7. Email Campaigns

You can also conduct Email Campaigns in which you can upload your contact list of emails into the campaign and send surveys to your contacts. You can use other details of your customers, like the first name, last name, location, etc., in your email surveys to personalize them and add logic. Here are some examples of what you can do with this information.

  • You can greet your customers with their names at the beginning of the survey.
  • You can ask your respondents to confirm their information and details if they are correct or need change.
  • You can apply logic to your surveys based on the information you already have about them.

Wrap Up

Dynamic Surveys are a great way to save your customers from survey fatigue and present your surveys more logically and interactively. When you apply the techniques to make your surveys dynamic, your surveys become conversational and interesting. This helps you not only increase your response rate but also fetches accurate information in your survey responses.

Nikhil Dawer

Written by Nikhil Dawer

Jan 14, 2022

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