Surveys are a good way to gather insights from customers. Be sure to follow these simple rules to make your survey as effective as possible.
You need to collect insights from customers, and you've decided to use a survey to do so. But a survey is more than a set of questions and answers! Survey design is a science, and you could spend years studying and perfecting your design skills. If you're using a survey as the basis for a major investment, we recommend hiring professionals.
However, if you're using surveys as part of your ongoing marketing data collection, you probably don't have that kind of budget. In that event, here are some simple guidelines to follow to make your surveys as effective as possible:
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Keep it concise: Respect the respondent's time by keeping the survey as short and focused as possible. Aim for no more than 10-15 questions to maintain respondent engagement.
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Define clear objectives: Clearly outline the goals of the survey and what insights you hope to gain. This will help guide the development of relevant questions.
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Use simple language: Ensure that questions are easy to understand, avoiding technical jargon or complicated wording. This will help prevent confusion and improve response accuracy.
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Avoid leading questions: Questions should be neutral and unbiased to elicit genuine responses. Avoid leading the respondent toward a particular answer by framing questions in a balanced manner.
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Mix question types: Incorporate a variety of question types such as multiple-choice, Likert scales, and open-ended questions to gather both quantitative and qualitative data.
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Start with easy questions: Begin the survey with simple and non-invasive questions to ease respondents into the survey process and build rapport.
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Consider question order: Arrange questions logically, starting with general topics before moving to more specific ones. Avoid jumping between unrelated topics to maintain flow.
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Test for comprehension: Pilot test the survey with a small sample group to ensure that questions are interpreted as intended and that respondents can easily provide accurate answers.
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Include demographic questions: Incorporate demographic questions at the end of the survey to gather information about the respondent's background, which can help with data analysis and segmentation.
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Respect privacy: Clearly communicate the purpose of the survey and assure respondents that their responses will remain confidential and anonymous.
By following these 10 principles, your marketing team can develop a survey that effectively collects valuable insights while respecting respondents' time and privacy.
Good luck, and happy data collecting!