Strategies on how to best balance expanding survey length with the need for concise, relevant and engaging surveys is explored in this paper. Innovative ways to shorten survey length without compromising the amount of business decisions that can be unearthed and accurately researched from online surveys are reviewed. The overall goal is to explore how adapting survey research improves rather than complicates the lives of both researchers and research participants. If we are not able to shorten our surveys, then survey modularisation is certainly a proven approach that can be adopted to deliver a complete, representative data set. It will also achieve accuracy and data consistency both confidently and efficiently at scale.