Survey design is evolving rapidly, with chat-based experiences gaining traction alongside traditional web forms. Both have strengths and limitations, making choosing between them key to ensuring high-quality data collection. This article examines the pros and cons of each approach and offers guidance on when to use them effectively. We’ll also explore how the MX8 Labes Research Platform supports landscape and portrait orientations, allowing flexibility to meet your survey needs.
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Traditional web forms, especially in landscape orientation, are ideal for complex grid-style questions, such as Likert scales or matrix comparisons. These formats are well-suited to desktop users and older demographics familiar with more static, form-based interactions. However, they can feel tedious and less engaging, often leading to slower completion rates and potential drop-offs.

• Best for Complex Grids: Traditional surveys in landscape orientation are ideal for presenting grid-style questions. These questions, commonly used for Likert scales or matrix ratings, benefit from the horizontal space, reducing scrolling and improving readability.

• Familiarity: Many respondents, especially older demographics, are accustomed to this format, making it a reliable choice for straightforward data collection.

• Slower Completion Time: Respondents may find traditional forms tedious, especially when faced with many input fields or long lists of options.

• Less Engaging: Static forms lack the interactivity that younger respondents often expect, which can lead to higher drop-off rates.

Chat-based surveys, optimized for portrait orientation, excel at engaging younger, mobile-first audiences. Their conversational style mirrors messaging apps, making them feel intuitive and fast to complete. Presenting one question at a time reduces cognitive load and encourages seamless progression. However, chat-based interfaces can struggle with grid or comparison-style questions, where displaying multiple elements simultaneously is necessary.

• Appeals to Younger Demographics: The conversational style mirrors popular messaging platforms, making it feel more natural and engaging for younger respondents.

• Faster to Complete: Questions are delivered one at a time, minimizing cognitive load and guiding respondents seamlessly through the survey.

• Optimized for Portrait Orientation: Chat-based surveys are perfect for mobile-first experiences, where vertical scrolling is more intuitive.

• Limited for Grid Questions: While innovative workarounds exist, chat-based interfaces struggle with displaying complex grids or comparison-based questions.

• Potential for Misinterpretation: Respondents might find it harder to revisit or reference previous questions for clarity.

The MX8 Research platform supports both landscape and portrait orientations, offering flexibility to suit different survey styles:

• Landscape Orientation: Designed for traditional web forms with grid-style questions and detailed input fields. It is ideal for desktop users or surveys requiring comparison tasks.

• Portrait Orientation: Optimized for chat-based surveys, focusing on single-question delivery and mobile-friendly design.

You can configure the orientation of the survey in the Theme tab of the survey page. As well as orientation you can choose the colors you want to use in the study and change the images.

This adaptability allows researchers to choose the format that best matches their audience and survey content, ensuring a seamless user experience across devices.
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While both styles have their place, we prioritize chat-based surveys wherever possible. Their ease of use, engagement potential, and speed are unparalleled for capturing modern audiences, especially on mobile devices. You can use traditional web forms selectively for cases where grid-style questions or detailed comparisons are unavoidable.

The MX8 Research platform empowers you to combine these approaches effectively, ensuring your survey experience is tailored to your audience and research goals. You can strike the perfect balance between engagement and data quality by leveraging its dual-orientation capabilities.

• Best For: Younger demographics, mobile-first surveys, and scenarios where engagement and speed are priorities.

• Examples: Quick feedback surveys, conversational market research, or quizzes with a storytelling element.

• Best For: Surveys with detailed or grid-based questions, older demographics, or when the survey will likely be completed on a desktop.

• Examples: Employee satisfaction surveys, detailed academic research, or complex market segmentation tasks.