Why make use of survey scenarios?
You can create scenarios to redirect participants based on their answers only in multiple-choice question types with 1 possible answer.
Use one survey for multiple uses
Scenarios save time and resources for you and your respondents.
Of course, you have a lot of questions to ask and you are really interested in the opinion of your contacts on multiple topics. Perhaps some of them are relevant to all, and some are not. You do not need to scratch those off from your list. You just need to create scenarios so that users can skip questions that are irrelevant to them.
Scenarios allow you to add many questions to your survey that otherwise you would have sacrificed in the name of saving time for your respondents. Because you know you would not ask of them to fill out page after page after page with ‘does not apply’.
The alternative to removing irrelevant questions by skipping them could be to make them non-required and trust that your contacts will always respond to the questions they find relevant.
However, with scenarios, you have way more control. If your contact responds that they have used that product, you can make the questions regarding that product mandatory to answer.
The feeling of personal touch
Surveys are anonymous and therefore personalisation is impossible. Using scenarios is what can give your customers the feeling of a personal approach. You cannot express to them you know them but you can express that you are thinking about their experience by just asking the right questions.
This is your time to shine by showing you know your customers and you know your products. You know what they were looking for when they reached for it on the shelf. And you can now ask your customers if they got that specific effect they were pursuing.
Stick to the basics, offer access to details
Ultimately, you should give your respondents some say how much time they want to spend on your questions.
Here is an idea: On each topic of your survey, you can dedicate two pages. The first page will only contain the questions you MUST have answered. On the second page, probe for opinions. Here, the questions are not essential, but they can be helpful to you. The first page of each topic can close with a question to the respondent if they want to answer to more detailed questions on this topic. Your scenario will take them to the next page if they do. If they don’t, they will be allowed to skip.