Visual and animated response formats in web surveys: Do they produce better data, or is it all just fun and games?

The way in which a survey question is presented to a respondent can make a considerable difference to how they understand what is being asked of them, how they think about the question, and ultimately the answer they give. The rapid and widespread uptake of web surveys in market and social research has made it possible for researchers to start using a range of visual, colourful and interactive response formats that had never previously been possible – or at least practical – on paper. Advocates of these new response formats have argued that they offer significant benefits for respondent engagement and data quality.