Online Technology for Research & Insight
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Using Images and Media in Online Surveys

Get feedback on marketing materials, product development, redesigns and other creatives by using images, image hotspots, audio clips and videos.

Using images and multimedia in online surveys gives you the opportunity to increase response rates, by making surveys more interesting to participate in. They allow you to focus your respondents on specific items of interest - such as sales collateral, product development ideas, an illustrative diagram, attention tracking, a print or broadcast advert, or an audio clip. Here's our Ten Top Tips to help you create cutting-edge questionnaires:

1. Image sizes affect survey download times

Before you upload an image into Demographix, have a think about how BIG the image is, and the consequences of that. It's not just the dimensions of the image in pixels, which can break the survey's borders if too big, it's also the size of the image file, which can affect how long it takes for a survey to load. So, if you're using lots of big, uncompressed image files, your respondents will find they're waiting for the survey to load — and they might get impatient and close it down. Well-compressed images mean more responses and better data.

2. How do I check an image file size?

To check the file size of an image, open it in your browser and right-click on it (or right-click on the name/icon in your file folder). View the image Info or Properties, and look for the Size — this will be shown in Bytes, kilobytes (Kb) or megabytes (Mb). Anything under 100Kb (or 100,000 bytes) should be OK. Anything above that, or in the megabytes range, is likely to be uncompressed — some browsers will be unable to display such images.

3. What's the difference between image file formats?

Some image formats are better at creating smaller footprint file sizes — generally GIF (eg "imagename.gif") and PNG ("imagename.png") files will produce smaller footprints than BMP ("imagename.bmp") or JPG ("imagename.jpg") files. But GIF files can only handle 256 colours and are not good for photographs, though they are great for such things as logos and clipart, while JPG files handle unlimited colours and complex imagery much better. JPG aren't good with transparency, however, though GIF and PNG are OK. We generally recommend PNG or GIF files for logos, as the colours stay solid.

4. Use the thumbnail options for very large images

You should consider the physical dimensions of every image — how many pixels wide and deep is it? These can be specified by right-clicking on an image in a browser or in your file folder. A standard Demographix survey, designed for laptop or computer screens, is 700 pixels (700px) wide. Therefore, any image to be included in such a survey should not be wider than around 650 pixels (allowing for margin space). If it is a large image that you want respondents to see the detail in, then tick the thumbnail option, and our system will automatically generate a clickable thumbnail image in the survey.