Why a "10 minute" survey can run long, and what to do about it

How researchers calculate time estimates

When you log in to your account and browse available surveys, you will see an estimated completion time next to each one. Market research professionals refer to this number as the LOI. That acronym stands for Length of Interview. It is an industry standard term that describes the average time a questionnaire takes from the first page to the final thank you screen.

To generate this estimate, researchers do not just guess. The research team programs the survey and then runs several test versions. They have a small group of people read and answer the questions at a normal, conversational pace. The software records how long each person takes. The team then calculates the average completion time from that small group to set the official estimate for the panel.

Because this number is an average, it is not a strict promise. It represents the middle ground. Some members read very quickly and easily finish a 10 minute survey in seven minutes. Other members prefer to read every word twice and might take 15 minutes to complete the exact same set of questions. Both approaches are perfectly fine.

Why your answers dictate the length

Surveys are almost never a single, straight path of identical questions for everyone. Instead, survey software relies heavily on routing. Routing is a set of logical rules built into the questionnaire. These rules send you down different paths based on the specific answers you just gave.

Imagine a survey asks which fast food restaurants you visited in the past month. You might select five different burger chains. The routing rules will then show you a detailed block of questions for every single chain you selected. Another member might select only one chain and see only one set of questions.

Because of your specific selections, you are taking a significantly longer version of the survey than the other member. The time estimate on the invitation was just a rough guess of what a typical person might select. This logic is highly common in consumer research. It is closely related to why you get screened out of surveys, and why it is not your fault.

Grid questions and open text boxes

Question types also play a huge role in how much time you spend on a page. Most surveys use simple multiple choice formats where you click a single radio button and move on. However, researchers often use complex grid questions. A grid might ask you to rate 20 different laundry detergents across 10 different features.

Reading down the rows and across the columns takes a great deal of mental energy and time. Surveys also frequently feature open-ended questions. These are empty text boxes where the researcher asks you to type out your thoughts in your own words. Clients love these boxes because they provide rich, detailed feedback that numbers alone cannot capture.

These text answers are where time estimates often fall apart. If a survey asks what you disliked about a movie trailer, one person might type a brief sentence and click next. Another person might write a highly detailed paragraph about the poor lighting, the confusing dialogue, and the choice of background music. Writing out full paragraphs adds several minutes to your session, making the overall survey run longer than expected.

The impact of devices and internet speed

The physical equipment you use to take surveys drastically affects your completion speed. When researchers test a survey to establish the time estimate, they usually sit at a desk. They use a standard desktop computer or a laptop with a fast, stable internet connection. A physical keyboard and a large monitor make reading and clicking highly efficient.

Today, many members take surveys on their mobile phones while riding the bus or relaxing on the sofa. Mobile internet connections can be slow or spotty. If a survey contains 40 separate pages, waiting just three extra seconds for each page to load adds two full minutes to your total time. If the survey includes high resolution images or video clips, a weak signal will cause buffering delays.

Typing on a small glass screen is also naturally slower than typing on a real keyboard. Scrolling down past long lists of brands or panning across a wide grid takes extra thumb movement. Furthermore, members who use assistive technology require more time. As discussed in our post on Global Accessibility Awareness Day: why research needs disabled voices, screen readers need time to convert text to speech.

How to handle a survey that runs too long

Sometimes, a survey is simply broken. A researcher might make a mistake in their routing rules, causing the survey to loop you through the same ten questions repeatedly. In other cases, the client simply stuffed too many questions into the survey, and the estimated time was completely inaccurate from the beginning.

When you find yourself stuck in a survey that feels endless, you have several choices. Remember that your time is valuable, and you are always in control of your participation. Here are a few ways to handle the situation:

• Close the browser window if the survey is causing you extreme frustration or eating up too much of your day.
• Keep answering at your normal reading speed if you are genuinely interested in the topic and want to finish.
• Take a short mental break, stretch your hands, and then return to the screen to finish the remaining questions.

Whatever you do, avoid the temptation to rush. If you start clicking random answers just to reach the end, the survey software will likely detect that you are speeding. Speeding often results in the system rejecting your answers and withholding your rewards.

Reporting inaccurate time estimates

We genuinely want to know when a survey runs significantly over the stated time. Your direct feedback helps us keep market research companies honest and improves the experience for everyone. When you encounter a survey that takes twice as long as the original estimate, please tell our support team.

Before you close the survey page, try to locate the survey ID number. You can usually spot this number in the web address bar at the top of your browser. You can also find it listed in the browsing history of your panel account. Send a brief message to customer support with that ID and explain how much time you spent on the questions.

Our team tracks these complaints closely. If we notice a pattern of inaccurate time estimates from a specific client, we reach out to them directly. We ask the client to either shorten their questionnaire or adjust the estimate so members know exactly what to expect.

Managing your time on the panel

Taking surveys is a flexible way to share your opinions, but it requires a bit of personal time management. To avoid frustration, try to match the surveys you choose with the free time you actually have available. If you only have five minutes before you need to leave the house, stick to short polls.

Save the surveys with 15 or 20 minute estimates for times when you are relaxed at home. You will provide much better answers when you are not constantly checking the clock. Researchers rely on thoughtful, unhurried feedback to make good decisions about their products and services.

When you approach surveys with a realistic expectation of how long they might take, the process becomes much more enjoyable. If you are ready to share your views and earn rewards for your time, you can create a free account and start answering questions today.

Common questions

Can I stop a survey if it takes too long?

Yes, you are always in control of your participation. You can close the browser tab at any time if a survey is taking up too much of your day.

Will I get a reward if I close a survey early?

You only receive the completion reward when you reach the final thank you screen. Partially completed surveys do not offer rewards, but closing them early protects your valuable time.

How do researchers test survey times?

The research team takes the survey at a normal reading pace before releasing it to the panel. They calculate the average time from those test runs to create the time estimate you see.