Patent Publication Number: US-10762288-B2

Title: Adaptive modification of content presented in electronic forms

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     This application is a continuation application of application Ser. No. 14/531,560, filed Nov. 3, 2014, now allowed, which is incorporated herein by reference in its entirety. 
    
    
     TECHNICAL FIELD 
     This disclosure relates generally to computer-implemented methods and systems and more particularly relates to intelligently adapting content presented in electronic forms. 
     BACKGROUND 
     Electronic forms, such as customer surveys, can be used by vendors and other businesses to obtain feedback and other data from customers and other users. Different types of form documents can be used to obtain different categories of information from users. For example, different versions of a form can solicit different types of user responses by adding or removing fields or sections between versions. 
     Current solutions for providing electronic forms may present disadvantages. In one example, including larger numbers of fields in a form may discourage users from completing all fields in the form. If completion of the form is voluntary, including larger numbers of fields in the form may discourage users from filling out the form at all. In another example, narrative portions of a form in which users can type sentences or paragraphs may require more time to complete. Thus, users may be disinclined to respond to questions requiring narrative content. Transmitting electronic forms over a data network without receiving responses can also result in inefficient use of network bandwidth or other computing resources. 
     It is desirable to provide adaptive modifications to electronic form content in which narrative portions of a form are more likely to be completed. 
     SUMMARY 
     According to certain embodiments, systems and methods are provided for intelligently adapting the content presented in electronic forms. In accordance with some embodiments, a server or other processing device can perform a method for adaptively modifying content in electronic forms. The server or other processing device can determine that insufficient data exists in a data source for a category of information (e.g., responses to a specific question on an electronic form). The server or other processing device can provide access to multiple instances of a first version of an electronic form by multiple clients (e.g., by transmitting the form to multiple client devices or transmitting a link to the form over a data network to the client devices). The first version of the electronic form can include content for soliciting data associated with the category of information. The server or other processing device can receive responsive electronic communications (e.g., messages include data entered into a displayed instance of the form) in response to providing access to the first version of the electronic form. The server or other processing device can determine, based on the received responsive electronic communications, whether sufficient data exists for the category of information. The server or other processing device can provide access to multiple instances of a second version of the electronic form by multiple clients based on determining whether sufficient data exists for the category of information. The second version of the electronic form can omit or replace the content for soliciting data associated with the category of information. For example, the second version of the electronic form may omit questions for which a consensus has been reached or provide more specific questions in place of questions for which a consensus has been reached. 
     These illustrative embodiments are mentioned not to limit or define the disclosure, but to provide examples to aid understanding thereof. Additional embodiments are discussed in the Detailed Description, and further description is provided there. 
    
    
     
       BRIEF DESCRIPTION OF THE FIGURES 
       These and other features, embodiments, and advantages of the present disclosure are better understood when the following Detailed Description is read with reference to the accompanying drawings, where: 
         FIG. 1  is a block diagram depicting an example of a system that includes a server that executes an electronic data processing application for adaptively presenting content from electronic forms provided by vendors systems to client devices according to certain exemplary embodiments; 
         FIG. 2  is a diagram depicting an example of a version of an electronic form to which the electronic data processing application provides access according to certain exemplary embodiments; 
         FIG. 3  is a diagram depicting an example of an interface that is provided by the electronic data processing application for a vendor system to select options for adaptively modifying content in an electronic form according to certain exemplary embodiments; 
         FIG. 4  is a flow chart depicting an example of a process for intelligently adapting the content presented in electronic forms according to certain exemplary embodiments; 
         FIG. 5  is a diagram depicting an example of reducing form size by using an alternative version of an electronic form in which specified content is omitted based on executing a process for intelligently adapting form content according to certain exemplary embodiments; 
         FIG. 6  is a diagram depicting an example of providing alternative form content by using an alternative version of an electronic form in which one or more content items are replaced with one or more alternative content items based on executing a process for intelligently adapting form content according to certain exemplary embodiments; 
         FIG. 7  is a diagram depicting an example of providing alternative form content for soliciting narrative feedback by using an alternative version of an electronic form in which one or more content items related to a narrative input field are replaced with one or more alternative content items that provide suggestions for data entry into the narrative input field according to certain exemplary embodiments; 
         FIG. 8  is a diagram depicting an example of providing alternative form content for soliciting narrative feedback by using an alternative version of an electronic form in which a narrative input field is replaced with fields for receiving standardized data according to certain exemplary embodiments; 
         FIG. 9  is a diagram depicting an example of a script for performing a natural language processing algorithm using a string or other narrative content according to certain exemplary embodiments; 
         FIG. 10  is a flow chart depicting an example of a process for obtaining configuration data for use in intelligently adapting content presented in electronic forms according to certain exemplary embodiments; and 
         FIG. 11  is a block diagram depicting an example of a server system that executes the electronic data processing application for adaptively presenting content from electronic forms according to certain exemplary embodiments. 
     
    
    
     DETAILED DESCRIPTION 
     Computer-implemented systems and methods are disclosed for intelligently adapting the content presented in electronic forms. The intelligent adaptation of content presented in electronic forms can be used to facilitate the display of and interaction with electronic forms on mobile devices, to incentivize completion of forms requesting narrative content or other non-standardized data (e.g., a text field for responding to a question), and/or to generate effective business insights. 
     The following non-limiting example is provided to help introduce the general subject matter of certain embodiments. An electronic data processing application executed by a server or other computing system can adaptively reduce or modify the amount or type of content presented in an electronic form. For example, a first version of an online customer service form can include one or more fields soliciting information in one or more categories of data (e.g., a set of fields soliciting feedback regarding the cleanliness of a store, feedback regarding the friendliness of store employees, feedback regarding the knowledge level of store employees, etc.). Multiple instances of the first version of the form can be provided to users over a first period of time. For example, the first version of the form may be presented in web browsers for different users, may be e-mailed to different users, etc. 
     The electronic data processing application can analyze data obtained via the presented instances of the first version of the form and thereby determine whether a consensus has been reached with respect to one or more categories of information. A consensus can include, for example, a certain threshold of records associated with a given category having a value from a specified subset of values that is smaller than the set of available values. For example, if a form asks a user to rate the knowledge level of store employees on a scale of 1-5 (i.e., the set of available values), the electronic data processing application can determine that a consensus exists regarding the knowledge level of store employees if 90% of responses (e.g., the threshold number of responses) provide a rank of 1 or 2 (i.e., the specified subset of values) for the employees&#39; knowledge level. 
     The electronic data processing application can execute one or more algorithms to analyze the data obtained via the presented instances of the first version of the form. For example, the electronic data processing application can identify responsive data received during a specified period of time. In some aspects, the responsive data can include values from discrete data sets, such as rankings or other numeric values. In additional or alternative aspects, the responsive data can include narrative data (e.g., one or more text strings entered into a field). For aspects involving narrative data, the electronic data processing application can execute one or more algorithms for determining, identifying, or otherwise obtaining sentiments from the narrative data that can be used for determining a consensus. In some aspects, the electronic data processing application can analyze the responsive data by determining if the number of responses received with a given time period and having given data values (e.g., a given ranking or set of rankings, a given sentiment or group of sentiments, etc.) exceeds a threshold number of responses. The electronic data processing application can, for example, determine that a consensus exists based on the threshold number of responses having the appropriate data being received within a given time period. 
     Based on the analysis, the electronic data processing application can generate multiple instances of a second version of the form in which the fields associated with the specified category of information are omitted or replaced. For example, over a second period of time, a question associated with the knowledge level of store employees can be omitted in at least some of instances of the form that are provided to users or can be replaced with one or more questions soliciting more specific feedback regarding the knowledge level of store employees (e.g., questions about employees&#39; knowledge of sales processes or product features). 
     The fields associated with the specified category of information can be omitted or replaced based on determining that a consensus exists for these fields. A consensus existing for these fields may indicate, for example, that a smaller amount of value may be obtained by repeating the same question for the category of information in subsequent versions of the form (at least for a specified period of time following the consensus). Omitting or reducing the frequency of the fields for which a consensus exists can reduce the size of the form as presented on a screen, which may induce subsequent users to complete the form at a higher rate. Thus, omitting the field for which a consensus exists may result in higher completion rates, which may be more valuable than obtaining additional data for a category of information for which a consensus exists. Additionally or alternatively, replacing the fields for which a consensus exists with fields soliciting more specific data than the replaced field can be used to obtain more detailed insights. Thus, replacing the field for which a consensus exists may result in obtaining more valuable data for a given category of information than may be obtained by leaving a question on a form unchanged once the consensus has been reached. 
     In accordance with some embodiments, a server or other processing device can perform a method for adaptively modifying content in electronic forms. The server or other processing device can determine that insufficient data exists in a data source for a category of information. For example, a server that manages electronic forms can determine that an insufficient number of responses to the forms have been received, that an insufficient amount of data from the responses has been obtained for determining whether a consensus exists with respect to one or more categories of information, that an insufficient number of the received responses includes data responsive to certain types of questions associated with a category of information (e.g., narrative content or other non-standardized data), and the like. The server or other processing device can provide access to multiple instances of a first version of an electronic form by multiple clients based on determining that insufficient data exists for the category of information. The first version of the electronic form can include content for soliciting data associated with the category of information for which insufficient data exists. Providing access to the instances of the electronic form can include, for example, transmitting the electronic form in a web page to a client device executing a web browser application, transmitting the electronic form in an e-mail message to a client device executing an e-mail application, transmitting a hyperlink or other network identifier to a client device that can be used to access an instance of the form, etc. 
     The server or other processing device can receive responsive electronic communications (e.g., a collection of data entered via a displayed instance of the form) in response to providing access to the first version of the electronic form. The server or other processing device can determine whether sufficient data exists for the category of information based on the received responsive electronic communications. The server or other processing device can provide access to multiple instances of a second version of the electronic form by multiple clients based on determining whether sufficient data exists for the category of information. The second version of the electronic form can omit or replace the content for soliciting data associated with the category of information. For example, the second version of the electronic form can omit questions for which a consensus has been reached or provide more specific questions in place of questions for which a consensus has been reached. 
     Any suitable process can be used to determine that a consensus has been reached for a given category of information (e.g., information obtained using specific fields associated with specific questions in an electronic form). In some embodiments, a consensus can be determined from data received via fields that are defined or otherwise configured for receiving standardized data. For example, a server or other processing device can determine that a consensus exists if a threshold number of responses provides a rank of “1” or “2” from a range of “1-10.” In additional or alternative embodiments, a consensus can be determined from data received via fields configured for receiving non-standardized data, such as narrative content. In one example, a server or other processing device can determine that a consensus exists if a threshold number of responses include narrative content in which certain keywords (e.g., “crowding,” “disorganized,” etc.) are used. In another example, a server or other processing device can determine that a consensus exists if a threshold number of responses include narrative content having a certain sentiment. For instance, a processing device can execute a sentiment analysis algorithm to classify narrative content in a response as “positive” or “negative.” A threshold number of responses including positive sentiments or negative sentiments can correspond to a consensus being reached for the category of information associated with the narrative content. 
     In some embodiments, a frequency with which certain content is omitted or replaced can correspond to an amount of data used to obtain a consensus. Content used to obtain data can be omitted at a higher frequency if a consensus is obtained from a larger amount of the obtained data, and content can be omitted at a lower frequency if a consensus is obtained from a smaller amount of the obtained data. For example, if a consensus has been reached based on 95% of responses providing a given answer to a question (or an answer from a given set of answers), the frequency used for omitting content can be 70%. If a consensus has been reached based on 80% of responses providing a given answer to a question (or an answer from a given set of answers), the frequency used for omitting content can be 40%. An example of a default frequency f that can be used for optimizing the display of content in electronic forms is f=(25+(100−p)×2.5)/100, where p is a threshold percentage of responses required for obtaining a consensus. 
     In some embodiments, the electronic data processing application can generate, select, or otherwise obtain alternative versions of an electronic form based on both the analysis of the previously received data and a determination that the alternative version of the form will be presented on a mobile device or another computing device having a small screen size. For example, certain form content that is used for obtaining data may be omitted when presenting a form on a smart phone after reaching a consensus from the data that was obtained using the form content. 
     In some embodiments, an alternative version of a form can be selected, generated, or otherwise obtained based on identifying a sub-category of information and determining that the alternative version of the electronic form has form content for soliciting data associated with the sub-category of information. For example, the content in the first version of the electronic form can include a ranking for the category and at least one field that is restricted to receiving standardized data, such as a discrete value from a specified set of values indicative of respective rankings. Determining whether sufficient data exists for the category of information can involve determining that a threshold number of the responsive communications includes a subset of values from the set of values, where the subset of values is indicative of an overall ranking of the category. The second version of the electronic form can be selected based on determining that the second version of the form includes additional content in the second version that solicits information for explaining the overall ranking of the category (e.g., by soliciting information with respect to one or more sub-categories of a broader category). 
     In additional or alternative embodiments, the electronic data processing application can analyze data received via portions of a form that solicit standardized data and adapt the presentation of electronic form content related to narrative content or other non-standardized data based on the analysis. Examples of standardized data include data that is limited to a subset of values from the range of available values for a data type, Boolean values, and the like. Non-standardized data can include data in which the content for a given data type is not limited to particular values of the data type (e.g., string values that are not limited to specific letters or words, integer values that are not limited to specific ranges of values, etc.). For example, a first version of a form can include a first set of fields requesting standardized data (e.g., a series of radio buttons, fields requesting ratings on a scale of “1 to 10”, etc.) and a second set of fields requesting non-standardized data (e.g., fields requesting that a user enter text strings that describe an experience, such as “Tell us about your experience at the store”). The electronic data processing application can receive data via multiple instances of the first version of the form over a first period of time (e.g., customer feedback received using the radio buttons or fields requesting ratings). The electronic data processing application can analyze the data received using the standardized data fields to generate supplemental content associated with the fields associated with non-standardized data. The electronic data processing application can transmit multiple instances of a second version of the electronic form that is generated using the supplemental content. 
     In additional or alternative embodiments, narrative content or other non-standardized data can be used to determine whether a consensus exists. The content in the first version of the electronic form can include one or more questions soliciting narrative content. The electronic data processing application can analyze received responses to identify keywords and/or sentiments associated with the narrative content included in the responses. For instance, if 90% of the responses (i.e., the threshold number) includes the keywords “crowd” or “disorganized” and/or includes narrative content that can be characterized as having a negative sentiment, the electronic data processing application can determine that these responses collectively indicate to a consensus of “unsatisfied” for a data category related to a shopping experience. 
     In some embodiments, the supplemental content can include specific questions to be presented with the fields associated with non-standardized data (e.g., “Was the store messy, organized, clean, well-lit?”). Generating the second version of the form can involve presenting the non-standardized data entry fields with the specific questions (e.g., “Tell us about your experience at the store—Was the store messy, organized, clean, well-lit?”). In other embodiments, the supplemental content can include additional fields soliciting standardized data related to the type of information that is solicited using the non-standardized data fields (e.g., a field for rating the organization of a store on scale from 1-10, a field for rating the cleanliness of a store on scale from 1-10). Generating the second version of the form can involve omitting the non-standardized data fields (e.g., “Tell us about your experience at the store”) and replacing the non-standardized data fields with the additional fields soliciting standardized data (e.g., “Please rate the organization of the store on scale from 1-10,” “Please rate the cleanliness of the store on scale from 1-10,” etc.). 
     In some embodiments, adaptively modifying content presented in electronic forms can provide more efficient use of network resources involved in the generation and transmission of electronic forms. For example, a certain number and/or quality of responsive electronic communications may be required to determine a consensus or other conclusion from electronic data obtained using electronic forms. If a small number of users responds to a given electronic form or fail to fill out the form completely, a larger number of forms must be transmitted to a larger number of users over a data network in order to determine a consensus or other conclusion from electronic data obtained using electronic forms. Adaptively modifying content presented in electronic forms can increase the number of users providing quality responses to the form. Increasing the number of users providing quality responses to the form can allow fewer forms to be transmitted via a data network and decrease the overall amount of data traffic over a network attributable to transmitting the electronic forms. Thus, in some embodiments, adaptively modifying content presented in electronic forms can provide improved performance in data networks. 
     The adaptive modification of content presented in electronic forms can implemented in any suitable manner. For example, an electronic data processing application can be implemented by using one or more suitable processing devices to execute suitable program code that includes the electronic data processing application. The one or more suitable processing devices can be included in any number of computing devices, such as (but not limited to) a dedicated server system, a group of servers configured for cloud-based computing, grid-based computing, or other distributed computing, etc. In some aspects, the program code that includes the electronic data processing application can be a stand-alone application executed by a processing device. In other aspects, the program code that includes the electronic data processing application can be incorporated into another application that provides additional functionality. In other aspects, the program code that includes the electronic data processing application can be a plug-in that is installed in or accessible to another application that provides additional functionality. 
     Referring now to the drawings,  FIG. 1  is a block diagram depicting an example of a system that includes a server system  102  that executes an electronic data processing application  104  for adaptively presenting content from electronic forms provided by one or more vendors systems  110  to one or more client devices  114 . 
     The server system  102  can communicate with one or more vendors systems  110  and one or more client devices  114  via one or more of signals communicated via one or more data networks  115 . The server system  102  can include one or more processing devices. The server system  102  can include or have access to one or more non-transitory computer-readable media on which program code and electronic data are stored. The electronic data processing application  104 , one or more electronic forms, and data  109  can be stored on one or more non-transitory computer-readable media that are included in the server system  102  (as depicted in  FIG. 1 ) or that are otherwise accessible to the server system  102 . In some embodiments, the server system  102  can be a single server. In other embodiments, the server system  102  can include multiple computing systems that are configured for grid-based computing or cloud computing. 
     An electronic form  106  can be an electronic document having one or more fields that are defined or otherwise configured to receive input via a suitable interface. An electronic form  106  can be used to obtain data  109  that is stored on a non-transitory computer-readable medium included in or accessible to the server system  102 . An electronic form  106  can be used to obtain data associated with one or more data categories  110 . A non-limiting example of an electronic form is a customer survey. The customer survey can have one or more fields for soliciting data in one or more data categories (e.g., helpfulness of employees, product quality, etc.). 
     In some embodiments, different versions of a given electronic form  106  may be generated or otherwise used by an electronic data processing application  104 . For example, a first version  107  of an electronic form  106  may be used prior to obtaining data in a given sub-category  112  of the data category  110  and a second version  108  of the electronic form  106  may be used after obtaining a threshold amount of data in the sub-category  112  of the data category  110 . The second version  108  of the electronic form  106  can be used for obtaining data in an additional sub-category  114 . In a non-limiting example, for a category  110  such as “Shopping Experience,” a first version  107  of an electronic form  106  may include a question regarding the general knowledge of employees in a store (e.g., “How knowledgeable was the employee?”) and a second version  108  of the electronic form  106  may include a more targeted question regarding more specific knowledge of the employees (e.g., “How well was the employee able to answer questions about an extended warranty on each product?”). The electronic data processing application  104  can execute one or more algorithms for adaptively selecting, generating, or otherwise using the first version  107  or the second version  108 , as described in detail herein. 
     A vendor system  116  can include any computing device or group of computing devices that can be used to access the server system  102  and thereby provide input to the electronic data processing application  104  regarding one or more electronic forms  106 . In some embodiments, a vendor system  116  can transmit one or more of the electronic forms  106  to the server system  102  (e.g., via e-mail, via an upload interface presented in a web browser executed at a vendor system  116 , etc.). In additional or alternative embodiments, a vendor system  116  can remotely access the electronic data processing application  104  and use the electronic data processing application  104  to generate one or more of the electronic forms  106  (e.g., via a design interface or a data entry interface presented in a web browser executed at a vendor system  116 ). 
     The vendor system  116  can include one or more processing devices for executing one or more vendor form applications  112 . A vendor form application  112  can include program code that can be executed at the vendor system  116  for transmitting, creating, editing, modifying, or otherwise using one or more electronic forms  106 . In some embodiments, a vendor form application  112  can be a dedicated application installed on a non-transitory computer-readable medium that is included in or accessible to a vendor system  116 . In additional or alternative embodiments, a vendor form application  112  can be a web browser application or other suitable application that is installed on a non-transitory computer-readable medium accessible to a vendor system  116  and that can be used to remotely access one or more features of the electronic data processing application  104 . 
     Although  FIG. 1  depicts the vendor system  116  as separate from the server system  102  for illustrative purposes, other implementations are possible. For example, in some embodiments, a server system  102  can be accessed by different vendor systems  116  in different domains (e.g., unrelated vendors having different vendor accounts that are stored on or accessible to the server system  102 ). In additional or alternative embodiments, a server system  102  and a vendor system  116  can be systems in a common domain (e.g., a dedicated server system  102  used by a vendor to solicit customer feedback on the vendor&#39;s website). 
     A client device  118  can include any computing device that can receive or otherwise access one or more electronic forms that the server system  102  transmits to the client device  108  (e.g., by transmitting an interface for an electronic form  106 ) or to which the server system  102  otherwise provides access by the client device  108  (e.g., by transmitting a link to an electronic form  106 ). Non-limiting examples of client devices  118  include smart phones, tablet computers, laptop computers, etc. Each client device  118  can execute one or more client applications  120 . A client application  120  can include any application suitable for interacting with electronic forms  106  to which the server system  102  provides access. Non-limiting examples of client applications  120  include web browser applications, e-mail applications, native applications for a given vendor stored on a client device (e.g., a downloadable shopping application for the vender), etc. 
     Although  FIG. 1  depicts a server system  102  that executes the electronic data processing application  104  and stores the electronic form  106  and data  109 , other implementations are possible. In some embodiments, one or more operations of the electronic data processing application  104  can be distributed among a server system  102  and a client device  118 . For example, a server-based electronic data processing application stored on the server system  102  can be executed to determine whether a given version of a form should be presented. A client-based electronic data processing application executed on a client device  118  can communicate with the server-based electronic data processing application to determine which version of a form to present. The client-based electronic data processing application can download or otherwise obtain the version of a form from another system (e.g., a vendor system  116 ). 
       FIG. 2  is a diagram depicting an example of an instance of an electronic form  202  to which the electronic data processing application  104  provides access by one or more of the client devices  118 . The electronic form  202  can be, for example, a customer survey including one or more questions. 
     In some embodiments, as depicted in  FIG. 2 , the electronic form  202  can be defined or otherwise configured to receive standardized data. Standardized data can include a discrete set of inputs that can be entered into an electronic form. One example of standardized data includes data received via a checkbox, a radio button, a button click, etc. (e.g., wherein the discrete set of inputs includes a “clicked” state and an “un-clicked” state). For instance, in the example of an electronic form  202  depicted in  FIG. 2 , for each of the questions, only a single data input can be received (e.g., input selecting one of the five possible answers). 
     In additional or alternative embodiments, an electronic form  202  can be defined or otherwise configured to receive non-standardized data. Non-standardized data can include data that is not explicitly restricted to a specific set of inputs. An example of a field for entering non-standardized data is a text field in which narrative content can be typed (e.g., a text field following the question, “How was your shopping experience?”). In some embodiments, fields that are defined or otherwise configured for receiving non-standardized data can include restrictions unrelated to the content of the non-standardized data (e.g., formatting rules, length restrictions, etc.). 
     The electronic data processing application  104  can be used by a vendor system  116  to select one or more preferences for adaptively modifying forms that are presented to client devices  118 . For example,  FIG. 3  is a diagram depicting an example of an interface  302  that is provided by the electronic data processing application  104  for selecting options to adaptively modify content in an electronic form  106 . The interface  302  can be used by one or more vendor systems  116  to specify one or more conditions that control whether the electronic data processing application  104  selects a version  107  of an electronic form  106  or a version  108  of the electronic form  106 . 
     For illustrative purposes,  FIG. 3  depicts certain examples of different options used by a vendor system  116  for controlling operations by the electronic data processing application  104 . However, any interface suitable can be used by a vendor to select conditions under which the electronic data processing application  104  adaptively modifies the content presented in an electronic form  106 . Additional options and operations for adaptively modifying content in the presentation of an electronic form are described with respect to  FIGS. 4-10  below. 
     In the example depicted in  FIG. 3 , a vendor can use the interface  302  to select one or more options related to the display of the fourth question included on the form  202  depicted in  FIG. 2 . In some embodiments, the vendor can use the interface  302  to instruct the electronic data processing application  104  to reduce the size of the form ( 106  i.e., present a smaller version of the electronic form  106 ) when certain conditions are satisfied. For example, the interface  302  can be used to specify that after  100  responses have been received, the electronic data processing application  104  is to determine whether a consensus exists with respect to the fourth question. The interface  302  can be used to specify that a consensus exists if 90% of the received responses includes a selection of either answer “1—Not Satisfied” or answer “2—Mostly Unsatisfied.” The interface  302  can also be used to specify that a consensus exists if 90% of the received responses includes a selection of either answer “4—Mostly Satisfied” or answer “5—Very Satisfied.” 
     The interface  302  can also be used to specify a frequency with which the fourth question is to be presented in subsequent presentations of the electronic form  106 . For example, a first version of the electronic form  106  may include the fourth question. A second version of the electronic form  106  may omit the fourth question and have a reduced size when presented at a client device  118  as compared to the first version of the electronic form  106 . The interface  302  may be used to specify that for subsequent presentations of the electronic form  106  (e.g., transmissions of the electronic form  106  to client devices  118 ), 25% of the presentations will use the second version of the form that omits the fourth question. 
     In the example depicted in  FIG. 3 , a vendor can additionally or alternatively use the interface  302  to select one or more options related to obtaining more specific information than the information solicited by the fourth question included on the form  202 . For example, a vendor can use the interface  302  to instruct the electronic data processing application  104  to obtain additional information without reducing the size of the form when certain conditions are satisfied. For instance, the interface  302  can be used to specify that after  100  responses have been received, the electronic data processing application  104  is to determine whether a consensus exists with respect to the fourth question, as described above. The interface  302  can also be used to specify one or more alternative questions that may be presented instead of the fourth question in subsequent presentations of the electronic form  106 . For example, a first version of the electronic form  106  may include the fourth question related to a category  110  (e.g., “Store employees were knowledgeable”), and a second version of the electronic form  106  may omit the fourth question and include one or more questions soliciting more specific information related to sub-categories of the category  110  (e.g., “Store employees were knowledgeable about sales process,” “Store employees were knowledgeable about product specifications,” etc.). The interface  302  may be used to specify that subsequent presentations of the electronic form  106  will use the second version of the electronic form  106  in which the fourth question is replaced with the more specific questions directed to the sub-categories of the category  110 . 
     Any suitable process can be used to intelligently adapt how an electronic form is presented at client devices  118 . For example,  FIG. 4  is a flow chart depicting an example of a process  400  for intelligently adapting the content presented in electronic forms. For illustrative purposes, the method  400  is described with reference to the implementation depicted in  FIG. 1 . Other implementations, however, are possible. 
     The process  400  involves determining that insufficient data exists in a data source for a category of information, as depicted in block  410 . For example, the electronic data processing application  104  can be executed by a suitable processing device to access data  109  that is stored in a database or other suitable data structure. The database or other suitable data structure can be stored on a non-transitory computer-readable medium that is included in or accessible to the server system  102 . The electronic data processing application  104  can identify one or more data categories  110  to be tracked. For example, one or more data categories  110  can include one or more types of customer feedback specified by a vendor using a vendor system  116 . The electronic data processing application  104  can perform one or more operations for determining that the data  109  includes sufficient data for a given data category  110 . For example, metadata associated with the data  109  can include one or more rules that may be referenced by the electronic data processing application  104  for determining whether sufficient data exists for a given data category  110 . 
     In some embodiments, determining whether sufficient data exists for the category  110  involves determining whether a number of electronic communications that have been received in response to presenting an electronic form  106  exceeds a threshold number of electronic communications. For example, as described above with respect to  FIG. 3 , the electronic data processing application  104  can receive input from a vendor system  116  that specifies, selects, or otherwise indicates a threshold number of responsive electronic communications that the electronic data processing application  104  can use for determining whether to adaptively modify content presented in an electronic form. If fewer than the threshold number of responsive electronic communications has been received in response to one or more presentations of an electronic form  106 , the electronic data processing application  104  can provide access to the electronic form without adaptively modifying the content presented in the electronic form  106 . If the threshold number of responsive electronic communications has been received, the electronic data processing application  104  can adaptively modifying the content presented in the electronic form  106 . 
     In additional or alternative embodiments, determining whether sufficient data exists for the category  110  involves determining whether a threshold number of responses have been received with respect to a specific category of information. For example, the electronic data processing application  104  can determine whether a consensus has been reached for a data category  110  that is associated with one or more questions or other electronic content items in a first version of the electronic form  106 . 
     In some embodiments, standardized data can be used to determine whether a consensus exists. The content in the first version of the electronic form can include one or more questions soliciting a ranking for the category and one or more fields associated with the ranking. The one or more fields can be restricted to receiving a discrete value from a specified set of values indicative of the ranking (e.g., clicking a radio button for one of the questions response options depicted in  FIG. 2 , entering a whole number from a range of “1-5”, typing either a “y” to indicate an affirmative response or an “n” to indicate a negative response, etc.). Determining whether sufficient data exists for the category  110  can involve determining if a threshold number of the responsive communications includes a subset of values from the specified set of values that is indicative of an overall ranking for the category. For instance, in the example depicted in  FIG. 2 , if 90% the responses (i.e., the threshold number) includes selections of either “very satisfied” or “somewhat satisfied” (i.e., a subset of selections from the five possible selections depicted in  FIG. 2 ), the electronic data processing application  104  can determine that these responses include an overall ranking of “satisfied” for the data category  110  associated with a given question in a given version of the electronic form  106  (i.e., one or more content items in the electronic form for soliciting information related to the category). 
     In additional or alternative embodiments, narrative content or other non-standardized data can be used to determine whether a consensus exists. The content in the first version of the electronic form can include one or more questions soliciting narrative content. The electronic data processing application  104  can analyze received responses to identify keywords and/or sentiments associated with the narrative content included in the responses. For instance, if 90% of the responses (i.e., the threshold number) includes the keywords “crowd” or “disorganized” and/or includes narrative content that can be characterized as having a negative sentiment, the electronic data processing application  104  can determine that these responses collectively indicate to a consensus of “unsatisfied” for a data category  110  related to a shopping experience. 
     In additional or alternative embodiments, determining whether sufficient data exists for the category  110  can involve determining whether sufficient data associated with a specified time period exists for the category  110 . For example, a specified time period may be stored in a non-transitory computer-readable medium accessible to the server system  102 . The electronic data processing application  104  can compare the specified time period (e.g., the week of October 5 to October 11) to a time associated with data stored for a given category  110 . The electronic data processing application  104  can exclude any data  109  in the category  110  that is associated with a point in time outside of the specified time period. The electronic data processing application  104  can determine whether the non-excluded data includes sufficient data for the category  110 . In some embodiments, the specified time period can be identified based on input received from a vendor system  116 . In additional or alternative embodiments, the specified time period can be identified based on a default value used by the electronic data processing application  104 . 
     The process  400  also involves providing access to multiple instances of a first version of an electronic form based on determining that insufficient data exists for the category of information, as depicted in block  420 . For example, the electronic data processing application  104  can be executed by a suitable processing device to provide access to the first version of the electronic form  106 . In some embodiments, providing access to a version of the electronic form  106  can involve the electronic data processing application  104  generating multiple instances of a version of the form  106 . The electronic data processing application  104  can configure the server system  102  to transmit electronic data including the instances of the form version to multiple client devices  118  via a data network  115 , such as the Internet. In additional or alternative embodiments, providing access to a version of the electronic form  106  can involve the electronic data processing application  104  generating multiple instances of a data network identifier at which the version of the form can be accessed (e.g., a hyperlink to a website at which the form is hosted). The electronic data processing application  104  can configure the server system  102  to transmit electronic data including the instances of the data network identifier to multiple client devices  118  via a data network  115 , such as the Internet. 
     The process  400  also involves determining whether sufficient data exists in the data source for the category of information based on receiving electronic communications that are responsive to the instances of the first version of the electronic form to which access has been provided, as depicted in block  430 . For example, the electronic data processing application  104  can be executed by a suitable processing device to determine whether sufficient data exists in the data source for the data category  110 . The electronic data processing application  104  can make the determination subsequent to providing access to the instances of the first version of the electronic form  106 . In some embodiments, the electronic data processing application  104  can make the determination in response to determining that a threshold number of responsive electronic communications has been received. For example, a threshold number for the responsive electronic communications can be determined or otherwise identified based on data received by the electronic data processing application  104  using an interface  302  or other suitable interface provided to a vendor system  116 . 
     The process  400  also involves providing access to multiple instances of a second version of the electronic form that omits or replaces at least some content present in the first version of the electronic form for soliciting data associated with the category of information, as depicted in block  440 . In some aspects, access can be provided to at least some of the same clients that accessed the first version of the electronic form. In additional or alternative aspects, access can be provided to at least some clients that are different from the clients that accessed the first version of the electronic form. The access to the second version of the electronic form can be provided based on determining whether sufficient data exists for the category of information. For example, the electronic data processing application  104  can be executed by a suitable processing device to provide access to the second version of the electronic form in a manner similar to that described above with respect to block  420 . 
     The electronic data processing application  104  can provide access to any additional version of the electronic form  106  that omits at least some content present in the first version.  FIGS. 5-8  depict examples of different adaptive modifications of electronic content. In some embodiments, a second version of the electronic form  106  that omits at least some content present in the first version can have a smaller size when presented at a client device as compared to the first version. In additional or alternative embodiments, a second version of the electronic form  106  that omits at least some content present in the first version can replace the omitted content with alternative content. In one non-limiting example, replacing the omitted content with alternative content can involve replacing one or more content items that correspond to a given category of information with one or more content items that correspond to a different category of information and/or a more specific sub-category of information. In another non-limiting example, replacing the omitted content with alternative content can involve replacing one or more content items for soliciting non-standardized data (e.g., one or more fields soliciting narrative content related to a category) with one or more content items for soliciting standardized data (e.g., one or more fields soliciting “yes” or “no” answers to questions related to the same category). In another non-limiting example, replacing the omitted content with alternative content can involve replacing one or more content items that more generally solicit information (e.g., “How was your shopping experience?” followed by a narrative field) with one or more content items that more specifically solicit the same information (e.g., “How was your shopping experience?” followed by suggestions for completing a narrative field). 
       FIG. 5  is a diagram depicting an example of reducing a form size by using an alternative version of an electronic form  106  in which specified content is omitted based on executing the process  400  for intelligently adapting form content. A first version  500  of an electronic form  106  can include content  502 . The content  502  depicted in  FIG. 5  includes the text of a question regarding the knowledge of store employees and a set of fields that are configured for receiving data indicative of the knowledge of store employees (e.g., radio buttons in which only one of the five possible answers can be selected). A second version  504  of the electronic form  106  can omit the content  502 . Omitting the content  502  can allow the second version  504  to be reduced in size as compared to the first version  500 . 
     In some embodiments, the electronic data processing application  104  can alternately provide access to instances of version  500  and instances of version  504  during a given time period based on determining that sufficient data exists for a category  110  associated with the content  502  (e.g., a consensus has been reached). For example, the electronic data processing application  104  can determine that a consensus exists with respect to a category  110  associated with the content  502  after receiving a threshold number of responsive electronic communications in response to providing access to the version  500  of the electronic form  106 . The electronic data processing application  104  can determine that if a consensus exists, the content  502  should be presented in 25% of the subsequent presentations of the electronic form  106 . In 25% of the subsequent presentations, the electronic data processing application  104  can transmit or otherwise provide access to the version  500  of the electronic form  106 . In 75% of the subsequent presentations, the electronic data processing application  104  can transmit or otherwise provide access to the version  504  of the electronic form  106  in which content  502  is omitted and the size of the electronic form  106  is reduced. 
     In additional or alternative embodiments, the frequency with which the electronic data processing application  104  provides access to the version  504  can be determined based on an amount of data used to determine a consensus for a category  110 . For example, a first amount of data can be used to determine a consensus for a category  110  with a first degree of reliability and a second amount of data can be used to determine a consensus for a category  110  with a second degree of reliability that is higher than the first degree of reliability. The electronic data processing application  104  can use a first frequency at which client devices  118  are provided access to the version  504  based on determining that the consensus has been determined with the first degree of reliability. The electronic data processing application  104  can use a second frequency at which client devices  118  are provided access to the version  504  based on determining that the consensus has been determined with the second degree of reliability. The second frequency can be greater than the first frequency. 
     In some embodiments, the amount of valid data that is available for determining the consensus can vary based on time. For example, the electronic data processing application  104  may only use data received during a preceding time period of a given length, such as one week, to determine a consensus for a category  110 . At the first point in time, a sufficient amount of data may have been received during the preceding time period to determine a consensus with a first degree of reliability. The electronic data processing application  104  can use a first frequency corresponding to the first degree of reliability for presenting the version  504  following the first point in time. At the second point in time, a sufficient amount of data may have been received during the preceding time period to determine the consensus with a second degree of reliability. The electronic data processing application  104  can use a second frequency corresponding to the second degree of reliability for presenting the version  504  following the second point in time. 
     In additional or alternative embodiments, the electronic data processing application  104  can provide access to instances of version  504  during a given time period based on determining that sufficient data exists for a category  110  associated with the content  502  and further based on determining that a client device  118  to which access will be provided has a display screen that is less than a threshold size. In some embodiments, the electronic data processing application  104  can determine that a client device  118  has a display screen that is less than a threshold size based on a device identifier received by the server system  102  from the client device  118  via a data network  115 . For example, the electronic data processing application  104  can receive data indicating that a given client device  118  is a mobile phone, a tablet, or another device type. The electronic data processing application  104  can access data from a non-transitory computer-readable medium identifying display screen sizes for different device types. The electronic data processing application  104  can identify a screen size for the client device  118  based on matching the device identifier received from the client device  118  to one of the device types listed in the accessed data. The electronic data processing application  104  can determine that a screen size for a display screen of the client device  118  is less than a threshold size. The electronic data processing application  104  can provide access to the version  504  of the form to the client device  118  based at least partially on determining that the screen size for the display screen of the client device  118  is less than the threshold size. 
       FIG. 6  is a diagram depicting an example of providing alternative form content by using an alternative version of an electronic form  106  in which one or more content items are replaced with one or more alternative content items based on executing the process  400  for intelligently adapting form content. A first version  600  of an electronic form  106  can include content  602 . The content  602  depicted in  FIG. 6  includes the text of a question regarding the knowledge of store employees and a set of fields that are configured for receiving data indicative of the knowledge of store employees (e.g., radio buttons in which only one of the five possible answers can be selected). A second version  604  of the electronic form  106  can replace the content  602  with the content  604 . The content  604  depicted in  FIG. 6  includes the text of a more specific question regarding the knowledge of store employees with respect to a specified subject (e.g., a sales process) and a set of fields that are configured for receiving data indicative of the knowledge of store employees (e.g., radio buttons in which only one of the five possible answers can be selected). 
       FIG. 7  is a diagram depicting an example of providing alternative form content for soliciting narrative content by using an alternative version of an electronic form  106  in which one or more content items related to a narrative input field are replaced with one or more alternative content items that provide suggestions for data entry into the narrative input field. One example of a suggestion for a text field or other narrative field is a suggestion included in a caption that is displayed adjacent to the text field or other narrative field. Another example of a suggestion for a text field or other narrative field is a suggestion that is displayed in a pop-up box or is otherwise presented with the text field or other narrative field. 
     A first version  700  of an electronic form  106  can include content  702 . The content  702  depicted in  FIG. 7  includes the text of a question regarding the knowledge of store employees. The content  702  can be associated with a text input field  703  configured for receiving narrative content regarding a data category  110 . A second version  704  of the electronic form  106  can replace the content  702  with the content  704 . The content  704  depicted in  FIG. 7  includes the text of the question regarding the knowledge of store employees along with suggestions for topics to address when entering the narrative content into the text input field  703 . 
     In some embodiments, for data categories  110  in which an electronic form  106  includes one or more content items configured for receiving narrative content or other non-standardized data, the electronic data processing application  104  can execute one or more algorithms for performing a keyword analysis. In some embodiments, the keyword analysis can be used to obtain data for determining whether a consensus has been reached for a given question or for otherwise determining whether sufficient data has been obtained for a given data category  110 . In additional or alternative embodiments, the keyword analysis can be used to obtain or generate supplemental content (e.g., suggestions) that may be presented in an alternative version of an electronic form  106  for obtaining narrative content or other non-standardized data. In additional or alternative embodiments, the keyword analysis can be used to generate, select, or otherwise obtain an alternative version of an electronic form  106  that includes content for obtaining standardized data that relates to the same data category as the narrative content or other non-standardized data. 
     The electronic data processing application  104  can execute a text analysis or other content analysis algorithm, such as a natural language processing algorithm. The text analysis or other content analysis algorithm can output one or more keywords obtained from the narrative content entered into a field of the electronic form  106 . A keyword can represent one or more important words in the narrative content. In some embodiments, the text analysis or other content analysis algorithm may identify common nouns and proper nouns as important words. For example, narrative content may include the following string: “The staff was ready to help, but I had to push my way through the crowds to grab anything at the store; I will not go there anymore.” The electronic data processing application  104  can execute a text analysis or other content analysis algorithm to obtain keywords such as “store,” “crowd,” “staff,” “ready” from the string. 
     In additional or alternative embodiments, the electronic data processing application  104  can execute one or more algorithms for determining a sentiment associated with one or more keywords obtained from a keyword analysis. An algorithm for determining a sentiment can obtain a sentiment associated with one or more keywords in given context. For example, executing a text analysis or other content analysis algorithm can obtain keywords such as “store,” “crowd,” “staff,” and “ready.” Executing an algorithm for determining a sentiment can generate an output indicating that a sentiment for the keyword “crowd” is negative and an output indicating that a sentiment for the keyword “staff” is positive. 
     The electronic data processing application  104  can determine frequencies associated with which different keywords are used in a set of responsive electronic communications received in response to providing access to an electronic form  106  during a given time period. For example, a set of 100 responsive electronic communications may include 50 electronic communications that mention the keyword “staff” and 35 electronic communications that mention the keyword “crowd.” The electronic data processing application  104  can also determine an average sentiment associated with one or more keywords that have frequencies above a threshold frequency. 
     The electronic data processing application  104  can generate suggestions, hints, or other supplemental content to be presented in an alternative version of a form having a field configured for receiving narrative content or other non-standardized data. In some embodiments, the supplemental content can be generated using one or more keywords obtained from the keyword analysis. For example, textual content accompanying a narrative field, such as “Tell us about your experience,” can be modified to include hints or suggestions from the obtained keywords, such as “Tell us about your experience with respect to staffing, crowds, etc.” In additional or alternative embodiments, the supplemental content can be generated using one or more keywords obtained from the keyword analysis and one or more sentiments obtained from the text analysis or other content analysis. For example, if a negative sentiment is associated with the keyword “crowd,” textual content accompanying a narrative field, such as “Tell us about your experience,” can be modified to include hints or suggestions from the obtained keywords having the negative sentiment, such as “Tell us about your experience (e.g., levels of crowding, etc.).” 
     In some embodiments, a version of an electronic form  106  that solicits standardized data can be generated from a keyword analysis or other analysis of responses to a different version of the electronic form  106  that solicits standardized data. For example, instead of (or in addition to) generating an alternative version of an electronic form  106  that uses keywords to generate hints or suggestions for a narrative field (e.g., “Tell us about your experience with respect to levels of crowding, staffing, etc.”), the electronic data processing application  104  can generate an alternative version of an electronic form  106  that uses keywords to generate one or more questions that accompany fields configured for receiving standardized data (e.g., “Rate your experience with respect to levels of crowding on a scale of 1-10,” “Rate your experience with respect to levels of staffing on a scale of 1-10,” etc.). 
     For example,  FIG. 8  is a diagram depicting an example of providing form content for soliciting alternatives to narrative content by using an alternative version of an electronic form  106  in which a narrative input field is replaced with fields restricted to entering standardized data. A first version  800  of an electronic form  106  can include content  802 . The content  802  depicted in  FIG. 8  includes the text of a question regarding the knowledge of store employees (i.e., a data category  110 ) and a text input field  803  configured for receiving narrative content regarding the data category  110 . A second version  804  of the electronic form  106  can replace the content  802  with the content  806 . The content  806  depicted in  FIG. 8  includes the text of the questions regarding the knowledge of store employees and a set of fields that are configured for receiving standardized data indicative of the knowledge of store employees (e.g., radio buttons in which only one of the five possible answers can be selected). 
     In some embodiments, different versions of an electronic form  106  can be presented based on whether responsive electronic communications include narrative content or other non-standardized data solicited by the electronic form  106 . In some embodiments, if a responsive electronic communication from a first client does not include a threshold amount of data in a field configured for receiving narrative content or other non-standardized data, a subsequent presentation of an electronic form  106  to a second client can use an alternative version of the electronic form  106  having one or more fields configured for receiving standardized data. For example, if a first user skips a question in an electronic form  106  that solicits narrative content (e.g., “Tell us about your experience”), a second user may be presented with a version of the electronic form  106  that solicits similar information using one or more fields configured for receiving standardized data (e.g., “Rate the amount of crowding on a scale of 1-10,” “Rate the amount of staffing on a scale of 1-10”). In additional or alternative embodiments, if a responsive electronic communication from a client does not include a threshold amount of data in a narrative content field or other non-standardized data field, an alternative version of the electronic form  106  soliciting standardized data may be presented to the same client. For example, if a user skips a question in an electronic form  106  that solicits narrative content (e.g., “Tell us about your experience”), the user may be presented with a version of the electronic form  106  that solicits similar information using one or more fields configured for receiving standardized data (e.g., “Rate the amount of crowding on a scale of 1-10,” “Rate the amount of staffing on a scale of 1-10”). 
     An example of a text analysis or other content analysis that can be performed by the electronic data processing application  104  is an n-gram part-of-speech (“POS”) tagging algorithm. The n-gram POS tagging algorithm can include one or more operations for tokenizing narrative content or other non-standardized data received in response to a presentation of an electronic form  106 . An example of a command for tokenizing narrative content or other non-standardized data is “tokens=nitk.word_tokenize(raw).” The n-gram POS tagging algorithm can also include one or more operations for converting tokenized text to lower case. An example of a command for converting tokenized text to lower case is “words=[w.lower( ) for w in tokens].” The n-gram POS tagging algorithm can also include one or more operations for finding stems of the tokenized words. An example of a command for finding stems of the tokenized words is “porter=nitk.PorterStemmer( ) lancaster=nitk.LancasterStemmer( ) stemedwords_first_pass=[porter.stem(t) for t in words].” An example of a command for finding stems of the tokenized words is “stemedwords_final_pass=[lancaster.stem(t) for t in stemedwords_first_pass].” The n-gram POS tagging algorithm can also include one or more operations for performing lemmatization of the tokenized words. An example of a command for performing lemmatization is “wnl=nitk.WordNetLemmatizer( ) completely_normalized_words=[wnl.lemmatize(t) for t in stemedwords_final_pass].” The n-gram POS tagging algorithm can also include one or more operations for tagging or otherwise identifying parts of speech for the tokenized words. An example of a command for tagging or otherwise identifying parts of speech for the tokenized words is “pos_tagged_words=nitk.pos_tag(completely_normalized_words).” 
       FIG. 9  is a diagram depicting an example of a script  900  for performing a natural language processing algorithm. An example of narrative content that can be analyzed using the script  900  is the string, “The staff was ready to help, but I had to push my way through the crowds to grab anything at the store. I will not go there anymore.” The script  900  can be executed using this string to extract one instance of the keyword “crowd,” one instance of the keyword “store,” one instance of the keyword “staff,” and one instance of the keyword “time.” 
     In additional or alternative embodiments, the electronic data processing application  104  can execute one or more algorithms for detecting spam content prior to performing a text analysis or other content analysis. The electronic data processing application  104  can filter or otherwise omit content from responses that appear to be spam. 
       FIG. 10  is a flow chart depicting an example of a process  100  for obtaining configuration data for use in intelligently adapting the content presented in electronic forms  106 . For illustrative purposes, the method  400  is described with reference to the implementation depicted in  FIG. 1 . Other implementations, however, are possible. 
     The process  1000  involves presenting an interface to a vendor system for configuring electronic form processing options, as depicted in block  1002 . For example, the electronic data processing application  104  can present or otherwise provide access to an interface to a vendor system  116  for configuring electronic form processing options by generating an interface  302  or other suitable interface. The interface  302  or other suitable interface can be transmitted or otherwise provided to a vendor system  116  via the Internet and/or another suitable data network  115 . The interface  302  or other suitable interface can be displayed or otherwise presented at the vendor system  116  by a vendor form application  112 . 
     The process  1000  also involves obtaining, via the interface, a threshold number of responsive communications for optimizing presentation of form content, as depicted in block  1004 . For example, the electronic data processing application  104  can receive data entered into the interface  302  or another suitable interface from the vendor system  116  via one or more suitable data networks  115 . The data can specify or otherwise indicate that a process  400  or other suitable algorithm for optimizing the presentation of content in electronic forms is to be executed after a threshold number of responsive communications have been received in response to one or more versions of an electronic form  106  being presented to client devices  118 . 
     The process  1000  also involves obtaining threshold percentages or other values that can be used for determining a consensus with respect to a data category  110 , as depicted in block  1006 . For example, the electronic data processing application  104  can receive data entered into the interface  302  or another suitable interface from the vendor system  116  via one or more suitable data networks  115 . The data can specify or otherwise indicate that if a threshold number of responsive communications includes one or more values, ranges of values, or other specified content, the responsive communications can be used to determine a consensus for a category  110  of information. 
     The process  1000  also involves obtaining a refresh period for optimizing content to be presented via one or more electronic forms, as depicted in block  1008 . For example, the electronic data processing application  104  can receive data entered into the interface  302  or another suitable interface from the vendor system  116  via one or more suitable data networks  115 . The data can specify or otherwise indicate that if responsive communications received outside of a specified window of time (e.g., the last seven days) is to be disregarded for purposes of performing the process  400  or other suitable algorithm for optimizing the presentation of content in electronic forms. 
     The process  1000  also involves receiving one or more optimization preferences, as depicted in block  1010 . For example, the electronic data processing application  104  can receive data entered into the interface  302  or another suitable interface from the vendor system  116  via one or more suitable data networks  115 . The data can specify or otherwise indicate preferences for optimizing form content. For example, the data can indicate whether optimizing content in the presentation of a form involves reducing a size of the form. The data can also indicate whether optimizing content in the presentation of a form involves obtaining additional information via the form without reducing a size of the form. 
     If data received via the interface indicates that optimizing content in the presentation of a form involves reducing a size of the form, the process  100  also involves obtaining a frequency for presenting reduced-visibility content, as depicted in block  1012 . For example, the electronic data processing application  104  can receive data entered into the interface  302  or another suitable interface from the vendor system  116  via one or more suitable data networks  115 . The data can specify or otherwise indicate preferences for how frequently certain content in the form is to be displayed. Examples of displaying form content with different frequencies are described above with respect to  FIG. 5 . The process  1000  also involves obtaining configuration data for restricting optimization to devices with a reduced display area, as depicted in block  1014 . For example, the electronic data processing application  104  can receive data entered into the interface  302  or another suitable interface from the vendor system  116  via one or more suitable data networks  115 . The data can specify or otherwise indicate whether one or more operations of a process  400  are to be performed based on a client device  118  having a screen size below a given threshold size. The process  1000  also involves performing the process  400  or other suitable algorithm for optimizing the presentation of content in electronic forms by omitting reduced-visibility content in accordance with the obtained frequency, as depicted in block  1016 . For example, the electronic data processing application  104  can execute the process  400  as described above with respect to  FIG. 4 . The electronic data processing application  104  can perform one or more operations for omitting reduced-visibility content (e.g., certain questions in a form) using the obtained frequency setting. For example, the electronic data processing application  104  can omit reduced-visibility content in the manner described above with respect to  FIG. 5 . 
     If data received via the interface indicates that optimizing content in the presentation of a form involves obtaining additional information via the form without reducing a size of the form, the process  100  also involves obtaining alternate content for presentation in a form, as depicted in block  1018 . For example, the electronic data processing application  104  can receive data entered into the interface  302  or another suitable interface from the vendor system  116  via one or more suitable data networks  115 . The data can specify or otherwise indicate alternate questions, fields, or other form content to be displayed using alternative versions of a form. The process  1000  also involves performing the process  400  or other suitable algorithm for optimizing the presentation of content in electronic forms by omitting reduced-visibility content and presenting alternative content, as depicted in block  1020 . For example, the electronic data processing application  104  can present alternative content in the manner described above with respect to  FIGS. 6-9 . 
     Any suitable computing system or group of computing systems can be used to implement the server system  102 .  FIG. 11  is a block diagram depicting an example of a server system  102  that executes the electronic data processing application  104  for adaptively presenting content from electronic forms  106 . 
     The server system  102  can include a processor  1102  that is communicatively coupled to a memory  1104  and that executes computer-executable program code and/or accesses information stored in the memory  1104 . The processor  1102  may comprise a microprocessor, an application-specific integrated circuit (“ASIC”), a state machine, or other processing device. The processor  1102  can include any of a number of processing devices, including one. Such a processor can include or may be in communication with a computer-readable medium storing instructions that, when executed by the processor  1102 , cause the processor to perform the operations described herein. 
     The memory  1104  can include any suitable computer-readable medium. The computer-readable medium can include any electronic, optical, magnetic, or other storage device capable of providing a processor with computer-readable instructions or other program code. Non-limiting examples of a computer-readable medium include a floppy disk, CD-ROM, DVD, magnetic disk, memory chip, ROM, RAM, an ASIC, a configured processor, optical storage, magnetic tape or other magnetic storage, or any other medium from which a computer processor can read instructions. The instructions may include processor-specific instructions generated by a compiler and/or an interpreter from code written in any suitable computer-programming language, including, for example, C, C++, C#, Visual Basic, Java, Python, Perl, JavaScript, and ActionScript. 
     The server system  102  may also comprise a number of external or internal devices such as input or output devices. For example, the server system  102  is shown with an input/output (“I/O”) interface  1108  that can receive input from input devices or provide output to output devices. A bus  1106  can also be included in the server system  102 . The bus  1106  can communicatively couple one or more components of the server system  102 . 
     The server system  102  can execute program code that configures the processor  1102  to perform one or more of the operations described above with respect to  FIGS. 1-10 . The program code can include, for example, the electronic data processing application  104 . The program code may be resident in the memory  1104  or any suitable computer-readable medium and may be executed by the processor  1102  or any other suitable processor. In some embodiments, the electronic forms  106  and data  109  can be resident in the memory  1104 , as depicted in  FIG. 11 . In other embodiments, one or more of the electronic forms  106  and data  109  can be resident in a memory that is accessible via a data network, such as a memory accessible to a cloud service. 
     The server system  102  can also include at least one network interface  1110 . The network interface  1110  can include any device or group of devices suitable for establishing a wired or wireless data connection to one or more data networks  912 . Non-limiting examples of the network interface  1110  include an Ethernet network adapter, a modem, and/or the like. The server system  102  can communicate with one or more vendor systems  116  and/or one of more client devices  118  using the network interface  1110 . 
     General Considerations 
     Numerous specific details are set forth herein to provide a thorough understanding of the claimed subject matter. However, those skilled in the art will understand that the claimed subject matter may be practiced without these specific details. In other instances, methods, apparatuses, or systems that would be known by one of ordinary skill have not been described in detail so as not to obscure claimed subject matter. 
     Unless specifically stated otherwise, it is appreciated that throughout this specification discussions utilizing terms such as “processing,” “computing,” “calculating,” “determining,” and “identifying” or the like refer to actions or processes of a computing device, such as one or more computers or a similar electronic computing device or devices, that manipulate or transform data represented as physical electronic or magnetic quantities within memories, registers, or other information storage devices, transmission devices, or display devices of the computing platform. 
     The system or systems discussed herein are not limited to any particular hardware architecture or configuration. A computing device can include any suitable arrangement of components that provides a result conditioned on one or more inputs. Suitable computing devices include multipurpose microprocessor-based computer systems accessing stored software that programs or configures the computing system from a general purpose computing apparatus to a specialized computing apparatus implementing one or more embodiments of the present subject matter. Any suitable programming, scripting, or other type of language or combinations of languages may be used to implement the teachings contained herein in software to be used in programming or configuring a computing device. 
     Embodiments of the methods disclosed herein may be performed in the operation of such computing devices. The order of the blocks presented in the examples above can be varied—for example, blocks can be re-ordered, combined, and/or broken into sub-blocks. Certain blocks or processes can be performed in parallel. 
     The use of “adapted to” or “configured to” herein is meant as open and inclusive language that does not foreclose devices adapted to or configured to perform additional tasks or steps. Additionally, the use of “based on” is meant to be open and inclusive, in that a process, step, calculation, or other action “based on” one or more recited conditions or values may, in practice, be based on additional conditions or values beyond those recited. Headings, lists, and numbering included herein are for ease of explanation only and are not meant to be limiting. 
     While the present subject matter has been described in detail with respect to specific embodiments thereof, it will be appreciated that those skilled in the art, upon attaining an understanding of the foregoing, may readily produce alterations to, variations of, and equivalents to such embodiments. Accordingly, it should be understood that the present disclosure has been presented for purposes of example rather than limitation, and does not preclude inclusion of such modifications, variations, and/or additions to the present subject matter as would be readily apparent to one of ordinary skill in the art.