Surveys are a go-to tool for organizations, but let’s be straight with you—most of them miss the mark. Creating a good survey isn’t just about throwing seemingly relevant questions together; it’s an artform. When done right, surveys can provide insights that drive meaningful decisions. Let’s talk about the essential steps to creating a good survey that’s not just effective but also worth your audience’s time.
The 10 Steps to Creating a Good Survey
1. Start with a Clear Goal
What’s the main reason you’re creating this survey? Define what you’re trying to achieve in clear and simple terms. Whether you’re collecting feedback, testing an idea, or improving a process, your goal is the backbone of your survey.
For example, you might say: “I want to understand why our customers drop off midway through the sales funnel.” This clarity not only keeps you focused but also ensures every question in your survey serves a purpose. Nail this step, and you’re off to a great start.
2. Pinpoint Your Audience
Who should take your survey? Narrow it down by identifying key traits such as age, job role, or preferences. Matching your audience to your goal ensures the results are relevant.
For instance, if you’re targeting Gen Z, use distribution channels they frequent, like social media or mobile apps. Alternatively, if you’re aiming at C-suite professionals, consider email or LinkedIn for distribution. This custom-fit approach ensures you gather precise and meaningful data, a critical part of how to design a survey effectively.
3. Draft the Right Questions
Crafting the right questions is critical since each one should serve your goal. Use these types:
- Closed-ended questions: Simple yes/no or multiple-choice questions for clear data.
- Open-ended questions: Let respondents share detailed thoughts, but use sparingly.
- Scales and rankings: Great for gauging preferences or satisfaction.
Avoid double-barreled questions like, “How satisfied are you with our price and quality?” Split that into two separate questions for clarity. These survey tips ensure your questions stay focused.
4. Structure Your Survey
Organize your questions in a logical flow when creating effective surveys. Begin with simple, non-sensitive questions to ease respondents into the process. For instance, start by asking for basic demographic details or general opinions about a topic.
Save open-ended or sensitive questions for the end, when respondents are more comfortable. If your survey covers multiple topics, divide it into categories or sections, like 'Personal Preferences' and 'Feedback on Services,' to create a smooth and intuitive flow that aligns with your survey's goals.
5. Use Clear, Conversational Language
Avoid jargon and keep your questions simple. Write like you’re talking to a friend. For instance, instead of “Rate your propensity to utilize our platform,” say, “How often do you use our product?” Clear language improves completion rates and aligns with best practices for steps to creating a good survey.
6. Choose the Right Question Types
Select question types that align with your survey’s goals and keep respondents engaged. Knowing how to design a survey with diverse question formats helps collect richer, more actionable data:
- Multiple-choice: Perfect for capturing demographic details or quick preferences. For example, “Which of these best describes your role? (Manager, Team Member, Freelancer).”
- Scales: Use 5- or 7-point scales to measure intensity or agreement. For instance, “How satisfied are you with our customer service? (1 = Very Dissatisfied, 7 = Very Satisfied).”
- Dropdowns: Keep long lists manageable. For example, “Select your country of residence” works best as a dropdown to avoid overwhelming respondents.
- Open-ended: Collect detailed feedback but limit to one or two questions. For example, “What is one feature you’d like to see in our product?” gives respondents room to elaborate.
By thoughtfully choosing question types, you can craft a survey that covers a broad range of perspectives while diving deep into critical insights.
For instance, using a 5-point scale to gauge satisfaction with customer support might reveal whether respondents feel neutral or strongly dissatisfied, helping you identify specific pain points. Similarly, a multiple-choice question asking about preferred communication methods could uncover trends, like most customers preferring email over phone calls, that could power your strategy.
7. Test Before You Send
Testing is non-negotiable. Share your survey with a small sample or your team to catch errors or unclear questions.
Ask a colleague to take the survey and note any questions that feel ambiguous. Also, take the survey yourself to spot any glitches or awkward phrasing. This is one of the integral steps to creating a good survey which ensures a smooth experience for your respondents.
8. Offer an Incentive
Give people a reason to respond. Incentives like discounts, gift cards, or prize draws can significantly boost participation rates. For example, offering a 10% discount to respondents not only encourages participation but also strengthens customer loyalty. Running an online survey about customer preferences and sweetening the deal with a $5 gift card for completion can go a long way.
Not only do you gather valuable insights, but you also leave respondents feeling appreciated. This approach showcases the benefits of online surveys while ensuring your incentives are relevant and appealing to your target audience.
9. Polish the Design
Presentation matters. Use clean layouts, readable fonts, and mobile-friendly designs. A well-designed survey is easier to complete and leaves a good impression. Meanwhile, A poorly designed survey can confuse respondents or worse, make them abandon the process altogether. Design plays a huge role in the steps to creating a good survey.
10. Analyze and Act
Once responses are in, focus on key trends and actionable insights. Organize your findings and tailor your presentation to your audience. Afterward, you can share detailed data with your team but provide summaries for stakeholders. Taking action on your findings is the final step in creating effective surveys. If not, what’s the point?
11. Add AI to Increase Insight Depth
Adding AI to your survey process opens up a world of possibilities. AI can interact conversationally, digging deeper into responses to clarify the "why" behind answers.
For example, if someone says they are dissatisfied with a product, AI might ask, "What specifically didn’t meet your expectations?" AI tools also assist in crafting precise survey questions which saves time and improves relevance. Incorporating AI doesn’t just simplify the process; it enriches your data with sharper insights and meaningful trends.
Let Us Help You Create Engaging Surveys
Struggling to design a survey that delivers results? TheySaid offers AI-driven tools that take the hassle out of survey creation. With features like AI-powered survey generation, you can create pulses (NPS, CSAT, etc.), comprehensive surveys, or even AI-moderated interviews. Distribute your survey effortlessly through email, in-app chats, QR codes, or Slack. TheySaid even learns about your organization from a URL to customize the experience. Check out TheySaid and make impactful surveys a reality.
Frequently Asked Questions:
Q: How long should a survey be?
A: Keep your survey short and focused—10 questions or fewer is a sweet spot. Short surveys keep respondents engaged and improve completion rates.
Q: What are the benefits of online surveys?
A: They’re cost-effective, easy to distribute, and allow for quick data collection and analysis. Online surveys also provide real-time insights, making it easier to swiftly act on results.
Q: How do I choose the right audience for my survey
A: Define your target demographic based on the goal of your survey. Use segmentation tools to refine your audience and ensure the feedback aligns with your objectives.
Q: Should I include incentives in my survey?
A: Yes! Incentives like discounts or prize draws can significantly increase response rates. They also leave respondents with a positive impression of your brand.
Q: How can I improve response quality?
A: Use clear language, test your survey before launch, and avoid leading or biased questions. Pre-testing your survey ensures respondents understand questions and provide thoughtful answers.
