Surveys should be kept as short as possible while still effectively being able to gather useful operational feedback. Surveys are an extension of the customer experience and, in the case of Digital, embedded within the experience itself. Only asking those questions that are necessary improves that experience and demonstrates respect for customers' time. Since the goal is to have surveys appear as short as possible, dropdowns (versus vertical picklists) are preferred. To improve response rates, Medallia recommends that Digital surveys are less than 10 questions long and contained on a single page.