The Web Content Accessibility Guidelines (WCAG) is an initiative run by World Wide Web Consortium (W3C) to ensure web content is universally accessible. For more details on WCAG see this document. 

WCAG is organised around four main principles, often referred to by the acronym POUR: Perceivable, Operable, Understandable, and Robust. These principles allow web designers and web content providers to consider/design websites that are accessible to users regardless of their abilities or the assistive technologies they use. 

This article delves deeper into the last of the POUR Principles: ‘Robust’ and how it applies to online surveys:

In addition to guidelines around device agnostic websites and mobile first, Robust asks that the content can be expressed via a wide range of devices and browsers.  Screen readers and braille readers are two types of output that rely on well-structured clear content to make the site meaningful.

• Compatibility across OS, browsers & assistive technologies

Survey content must be robust enough that it can be interpreted reliably by a wide variety of users and assistive technologies. As technologies evolve, code and content should remain accessible for users of common and current assistive devices and tools.

Certain question types are less accessible than others – for example drag and drop questions will always have dynamic elements that are difficult to control without the use of a mouse. E.g. Askia's ‘Target’ question type (below), where the respondent needs to decide how close they feel they are to a brand, which is frequently used but may break accessibility rules.

Image showing the Askia 'Target' question type

The usage of these question types in surveys needs to be carefully considered. Other types of questions that are unlikely to be accessible include heatmaps, hotspots, sliders, card sorts, rank sort, and matrix questions.

When asking readers to rank items, use words rather than numbers as the scale. Too often, people need to repeatedly refer to the legend. It gets confusing for everyone and especially screen reader users. And a user with a short-term memory impairment may not be able to remember what the options relate to.

• Good example:
  • Question: Rate your coffee
  • Answer: Hot, Tepid, Cold
• Bad example:
  • Question: Rate your coffee
  • Answer: 1, 2, 3 (1=Hot, 2=Tepid, 3=Cold)

Grids are difficult for screen reader users to navigate. Complex grids with many rows and columns of questions and answers are difficult for anyone. Rather than formatting questions in grids, separate out the questions. Have respondents answer each question individually.

Users with accessibility needs may use digital assistive technologies when filling out surveys. Usage of assistive technologies varies enormously by country. In wealthier nations up to 15% of the population use assistive technologies. The use of assistive technologies is certain to grow, as there is an unmet global need, and these technologies are only going to keep getting better and more helpful.  

These technologies come in many forms, here are a few examples:

• Screen readers: these software programs read aloud the survey text on a computer screen, making online surveys accessible to people with visual impairments. Popular screen readers include NVDA, JAWS, and VoiceOver (built into Apple devices).
• Braille displays: these devices translate survey text into Braille, allowing people who are blind or deaf-blind to read content through touch.
• Magnification software: this software enlarges portions of the screen, making it easier for people with low vision to see online survey content.
• Speech recognition software: this software allows people to navigate through an online survey with their voices, providing an alternative to using a mouse or keyboard for those with mobility impairments or other difficulties. Dragon NaturallySpeaking is a well-known example.
• Alternative keyboards: these keyboards offer different layouts, sizes, and input methods to accommodate users with physical disabilities. Examples include on-screen keyboards, keyboards with larger keys, and specialised keyboards for single-handed use.

In summary: 

Survey content and functionality must work well, regardless of how it is accessed.