8 Tips for Improving Online Survey Accessibility for People Affected by Sight Loss

 

Accessibility in B2B Research

Accessibility is often low on the list of priorities in B2B research design and delivery – if it’s considered at all.

A combination of factors contributes to this oversight: the implicit assumption that B2B professionals don’t have accessibility needs, budget constraints that frame accessibility as a low-ROI “add-on”, and lighter regulatory scrutiny compared to consumer-facing research.

However, this is beginning to change. Legislation such as the European Accessibility Act (EAA) – which came into effect on 28 June 2025 – aims to ensure equal access to digital products and services, and is starting to influence B2B markets. Increasingly, websites, apps, and other digital content will need to comply with common standards like the Web Content Accessibility Guidelines (WCAG). Accessibility will no longer be optional.

While the benefits of inclusive research design are often discussed in terms of strategic business outcomes – such as strengthening ESG strategies, ensuring legal compliance, and enhancing brand reputation – there are also significant methodological advantages. These include more representative samples, improved respondent engagement, more reliable data, and higher response rates. All of these factors directly impact the quality of insights, which is critical when research informs key business decisions.

 

 

Sight Loss Affects B2B Decision-Makers

In the UK alone, over 2 million people are living with sight loss. Worldwide, 2.2 billion people have a vision impairment. Sight loss affects our colleagues and our customers; it affects B2B decision makers.

It’s easy to assume that it doesn’t impact our research, but the reality is different. If someone couldn’t access your survey or interview, you likely wouldn’t know – they probably just didn’t complete it.

Online surveys are inherently visual. Their digital, interactive, and fast-paced nature – qualities that make them so effective – can also render them inaccessible to people with sight loss.

Fortunately, there are simple steps we can take to make online surveys more inclusive. Whether respondents rely on accessible formatting or assistive tools like screen readers, screen magnifiers, or magnifying glasses, the following tips offer a strong starting point for more inclusive research practices.

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1. Choose a Readable Typeface

• Use simple, familiar typefaces where characters are easily distinguishable. There’s no single “best” font, but fonts like Arial, Calibri, Helvetica, Verdana, and Times New Roman are generally more accessible than decorative or cursive fonts.

 

Diagram 1: A comparison of capital I, lowercase l, and the number 1 in two different fonts.

 

2. Format your text carefully

• Avoid small font sizes. While the ideal size depends on the font, best practices recommend a minimum of 12–14pt. Participants should be able to resize text up to 200% without assistive technology (e.g., by zooming in).

• #UseCamelCase in hashtags to help screen readers and users distinguish individual words.

• AVOID BLOCK CAPS. While useful for headings, block capitals can be harder to read. Use sentence case or lowercase for better legibility.

• Consider line spacing, character spacing, font weight, and text alignment – all of which affect readability.

 

Diagram 2: An example of reduced character spacing—does it say “pool” or “pod”?

 

3. Check Your Use of Color and Contrast

• Use appropriate color contrast ratios. Some combinations make text and other UI elements hard to read. Use online tools like “Color Contrast Checkers” to test your survey’s design.

 

Diagram 3: An example of poor color contrast checked using the accessible web color contrast checker.

 

• Don’t rely on color alone to convey meaning. Color can be difficult for partially sighted or color-blind users to interpret – and screen readers can’t read it. Always pair color with text labels, instructions, or alt text.

 

4. Accompany Images and Videos with Non-Visual Descriptions

Online surveys often include media like logos, icons, or videos. A visual-led approach doesn’t have to be a barrier.

• Include image descriptions (alt text). Describe the image and any text it contains. Avoid using text embedded in images, as screen readers can’t interpret it.

• Ensure video accessibility. Use audio-led videos or provide audio descriptions. Subtitles or captions are also helpful.

 

5. Use Emojis Carefully and Sparingly💡

Emojis can make surveys more engaging, especially in projective techniques. But they must be used thoughtfully.

• Use emojis sparingly. Screen readers read out the full name of each emoji, which can be disruptive if overused. Place them at the end of sentences and avoid using them in place of words.

• Program your scales. Emoji-based scales are popular, but screen readers can’t interpret images. Always include alt text for emojis and icons.

Top tip: Use Emojipedia to check how screen readers interpret emojis—it might not be what you expect!

 

 

6. Prioritize Easy Navigation in Programming

Navigating online surveys can be challenging for people with sight loss, with or without assistive tech. When programming your survey:

• Avoid pop-ups or separate windows that take users away from the main survey.

• Use CAPTCHA tests that don’t rely solely on images (e.g., reCAPTCHA v2: “I’m not a robot”).

• Include descriptive link text for all hyperlinks.

• Use question numbers to show progress—not just a progress bar.

• Ensure the survey is navigable without a mouse.

• Provide clear instructions at every stage, including how to finish/submit the survey.

 

7. Gamification? Offer Alternatives to Complex Question Styles

Incorporating gamification and a variety of question styles is a great way to keep your survey engaging, reduce respondent fatigue, and boost response rates.

Certain question types also lend themselves better to specific research objectives. However, some formats are more accessible than others – so it’s important to offer alternatives if you know a particular style might pose challenges for your audience.

 

Typically More Accessible	Typically Less Accessible
Single choice questions	Heat mapping
Multiple choice questions	Drag and drop
Text entry	Sliders/graphic slides
Drop down	Complex grids

Diagram 4: Examples of question types that are more or less accessible.

 

8. Test Your Survey Before You Launch

Testing is a crucial step in ensuring accessibility. Here’s how to do it effectively:

• Test with people affected by sight loss during the setup and pilot stages. Their feedback is invaluable.

• Test it yourself and with your team – for example, can you complete the survey using only a keyboard?

• Use your platform’s built-in tools. Many online survey platforms (e.g., Forsta, Qualtrics) include accessibility features that help you both program and test for accessibility.

 

 

Final Thoughts

As the future of market research continues to evolve, it’s essential that it is grounded in accessible and inclusive practices. These tips are a starting point for improving the accessibility of online surveys for people affected by sight loss, but they can – and should – be applied across all aspects of research design and delivery.

To Summarize:

1. Choose a readable typeface
2. Format your text carefully
3. Check your use of color and contrast
4. Accompany images and videos with non-visual descriptions
5. Use emojis carefully and sparingly
6. Prioritize easy navigation in programming
7. Offer alternatives to complex question styles e.g., gamification
8. Test your survey before you launch

 

 

 

To discuss how our tailored insights programs can help solve your specific business challenges, get in touch and one of the team will be happy to help.