Have you tried completing one of your online surveys lately?

Nikki Sandison at Brand Republic wrote a great article about the effects of boring, stale, cookie-cutter HTML surveys on drop-out rates and data quality.

I hope this helps to bring the big picture into clearer focus. Our technology is 15 years behind our audience. It doesn't surprise me that our industry adopted the cheapest, most profitable, most production-line-friendly way of building online surveys. It does surprise me that so many years later, in the midst of so much innovation, no one in our industry has made any substantive progress toward a better way of asking questions online. And no, gimmicks like animation, drag-and-drop or scrolling matrices don't count as innovation. Absence of change = complacency. Complacency + online = game over.