When designing and conducting surveys, researchers often forget about the experience of panelists taking a survey. But understanding how panelists are taking surveys and when they’re taking surveys is key to designing successful research and understanding the results.

At Branded, we asked our community what they are typically doing when they take surveys. Are they focused solely on taking the survey? Are watching television or chatting with their families?

We found multitasking isn’t part of the survey-taking experience for 45 percent of our focused community. Among those who are engaged in other activities while taking surveys, watching television tops the list. And only 2 percent of our community members take surveys while on-the-go.

Digging deeper, Branded found the that the time of day community members prefer to take surveys impacts their likelihood to multitask. Panelists who prefer taking surveys in the evening are most likely to multitask, while panelists who have no preference on the time of day they take surveys are least likely to multitask.

So, what are these evening survey-takers doing when they take surveys? While community members who take surveys during other parts of the day are likely to focus their efforts, evening survey-takers tend to weave survey-taking into their regular after-work activities.

About half of evening survey-takers take surveys while watching their favorite television shows. While survey-takers are always likely to take surveys when watching television, evening survey-takers are much more likely to do so. And evening survey-takers are also more likely to visit other websites or apps when completing surveys.

Multitasking Activities by Daypart Preference

Understanding how and when panelists are taking surveys is vital to designing successful research. The time of day when surveys are launched impacts who surveys reach and what panelists are likely to be doing while taking surveys.