Home Resource Library Ebook 10 Tips for creating great survey questions

10 Tips for creating great survey questions

Good questions mean good data

Getting your survey right really matters. Here’s 10 tips to help you along the way.

Be absolutely clear on your study objective

If it’s a new study, ask:

  • What is the central question? How will the data be used?
  • What other data can we use?

And if it’s a refresh of an existing study, also ask:

  • Which questions can be removed?
  • What questions can be consolidated?

Design with today’s respondent in mind

People like to…

  • Share their opinion
  • Receive feedback
  • Be engaged with brands

But they are also…

  • Time poor
  • Multi-taskers
  • Affected with low attention spans

Be mobile first

It’s a mobile world, so design for it first. But don’t forget other screen sizes, people still complete on laptops and desktop computers.

  • Thumb friendly buttons are easier for touch-screen respondents but also work well on other screen sizes.

Have a conversation

  • Your survey is the only way you’ll interact with your respondents.
  • View the questionnaire as a conversation, creating a natural flow and easy two-way interaction.

Seek to be understood

  • Be concise and easy to understand.
  • Use everyday language, avoiding technical jargon and ‘marketing speak’.

Shorten and simplify everything

As a rule of thumb, think in 10s:

  • Survey length – 10 minutes or less
  • Question wording – 10 words or less
  • Number of response options – 10 responses or less

Use interactive question types

Interactive question types, such as card sort, display well in all screen sizes, are more engaging and easier to answer.

Matrix grids bigger than 5×5 promotes ‘straightlining’, increases drop-outs and doesn’t transfer well to smaller screens.

Use visuals…. with consideration

Visuals can increase engagement and help prompt respondents’ memory. But be careful that the visual (image, emoticon or illustration) will be interpreted by everyone in the same way. Also check that the memory-prompt still provides the data you seek as the visual may result in aided-awareness.

Offer respondents choice

Make questions non-mandatory wherever possible.
Provide options for response entry, such as answering via video or audio as well as text-entry

Put yourself in their shoes

Take the survey as a respondent, answering as truthfully as possible, to fully understand their journey.

More customer stories


The operational leader’s guide to HX

The operational leader’s guide to HX The operational leader’s guide to HX Build systems and break silos Contents Introduction Build systems and break silos Introduction When you have a streamlined, customer- driven system of agile improvements, you can expect substantial returns. When you know how to get the best out of it, CX pays – […]

Read more
The operational leader’s guide to HX

The business value of CX

The business value of CX Crack the code to profitable CX A Customer Experience (CX) program with business impact isn’t a nice-to-have. It’s a must-have. But not every program is built that way.  But when you deliver CX with tangible change, you create opportunities for more: more growth, more retention, more revenue, and more profit. […]

Read more
The business value of CX

Gather: From feedback to feelings

Gather: From feedback to feelings Gather: From feedback to feelings How to elevate your CX program Contents Introduction 1. Uncover the hidden human with qualitative discussions and online communities 1.1 There’s two (or more) sides to every story 1.2 The five easy steps for using qualitative research 1.3 Dig down, dig deep, and find feedback […]

Read more
Gather: From feedback to feelings

Learn more about our industry leading platform


Get industry insights that matter,
delivered direct to your inbox

We collect this information to send you free content, offers, and product updates. Visit our recently updated privacy policy for details on how we protect and manage your submitted data.