How to design an effective survey: 15 quick and easy tips 

Designing an effective survey is crucial for gathering reliable data that reflects your target audience’s true opinions and experiences. Whether you’re an academic researcher, a marketing professional, or looking to gain insights into a topic, creating a good survey questionnaire involves more than just writing questions.  

In this article, you’ll learn how to create a good survey by focusing on 15 quick and easy tips, covering everything from writing good survey questions to avoiding common pitfalls in survey design. 

1. Understand your target audience

Understanding your target audience will help you tailor your survey question format and ensure the survey resonates with your audience’s needs. It includes considering age, gender, education level, and interests. The pew research center, for example, uses demographic information to craft surveys that speak directly to their audience, ensuring reliable data and meaningful insights. 

Knowing your audience also helps decide the language and tone of your questions. For example, suppose your target audience consists of professionals. You may use more formal language in that case, while a younger audience might prefer a casual tone. A survey for healthcare professionals might also require technical language while a survey for students could use more relatable and conversational wording.  

💡 Struggling to understand your target audience? Get the details on target audience demographics and how to use them. 

2. Write great survey questions

Good survey questions should be clear and simple. Avoid jargon or overly complex words that confuse respondents when writing questions. Remember, your goal is to gather responses that reflect the true opinions of your respondents. 

Simple questions reduce the cognitive load on respondents, making it more likely that they will complete the survey. Additionally, writing concise and focused questions will help reduce survey fatigue, encouraging more respondents to complete the survey. 

💡 Discover 9 ways to improve the customer experience with surveys.

3. Avoid leading or biased questions

One of the common mistakes in survey design is writing questions that are biased or suggest a specific answer. To create an effective survey, avoid leading phrases that could influence the response. For instance, instead of asking, “don’t you agree that our product is great?” Consider a more neutral option like, “how would you rate your experience with our product?” 

Leading questions can significantly skew your results, leading to data that doesn’t accurately represent the opinions of your target audience. Biased questions can also make respondents feel pressured to provide a particular answer, reducing the overall validity of your survey results. To avoid this, always ensure your questions are phrased neutrally and do not contain language that might influence a respondent’s answer. 

4. Keep questions focused and simple

A good survey question should address one topic at a time. Double-barreled questions, which ask about two things at once, can confuse respondents, especially when faced with the same question presented in different ways. Instead of asking, “do you find our product affordable and easy to use?” Separate questions should be used to ask about affordability and ease of use independently. 

Keeping questions simple and focused helps in collecting more precise data. Respondents may struggle to answer questions that cover multiple topics, leading to inaccurate or incomplete responses. To gather reliable data, ensure each question targets a specific aspect of what you want to know. This approach also makes analyzing survey results easier since the responses will be more straightforward to categorize. 

💡 How to ask customers for feedback? Find out 10 proven methods that are sure to work.

5. Use appropriate question format

Selecting the right question format is one of the key factors in survey design. For quantitative data, closed-ended questions like multiple choice or rating scales can be useful. For qualitative data, open-ended questions allow respondents to answer in their own words, providing more depth and further information. 

Using a mix of question formats can also be beneficial. A multiple-choice question provides structured data while open-ended questions offer qualitative insights that can reveal trends or attitudes that predefined answers might not capture.  

For example, after asking respondents to rate a product on a scale from 1 to 5, you could follow up with an open-ended question asking them to elaborate on their rating. This combination helps in understanding the responses’ quantitative and qualitative aspects. 

💡 Construct surveys like a pro with our ultimate guide to understanding and creating Likert scales.

6. Provide clear answer choices

When designing multiple-choice questions, ensure the answer choices are mutually exclusive and exhaustive. This helps respondents answer without confusion. For example, if you’re asking about frequency of visits, avoid overlapping options like “1-3 times per week” and “3-5 times per week.” Instead, use distinct ranges such as “1-3 times” and “4-6 times.” 

Clear and comprehensive answer choices are crucial for collecting reliable data. If answer categories are not mutually exclusive, respondents may be unsure which option to select, leading to inconsistent data. Exhaustive answer choices ensure that all possible answers are covered, reducing the likelihood that respondents will abandon the survey because they don’t see an option that applies to them. 

7. Encourage reflective feedback

When designing survey questions, consider minimizing the use of neutral options, as they can limit the depth of insights. Encouraging respondents to lean slightly positive or negative in their answers can help you uncover more actionable feedback. For instance, using a scale without a “neither agree nor disagree” option may prompt participants to reflect more deeply on their experiences. 

However, every audience is different, and in some cases, offering a neutral option might still be appropriate—such as when exploring topics where opinions are genuinely mixed or unclear. The key is to think about what kind of insights you need and design your scale accordingly. 

💡 Dive deeper into if a middle option the right choice for your survey.  

8. Avoid double negatives

Double negatives can easily confuse respondents. Instead of saying, “do you disagree that the product is not difficult to use?” Rephrase to a direct question like, “how easy is it to use the product?” Direct questions help ensure that respondents understand clearly what is being asked. This reduces the risk of misinterpretation and ensures that respondents understand clearly what is being asked. 

Double negatives can create unnecessary complexity, making it challenging for respondents to understand the question. The simpler the wording, the more likely respondents are to provide accurate answers. Always aim for clarity and avoid phrasing requiring respondents to mentally untangle the meaning before answering. 

9. Use rating scales thoughtfully

Rating scales are commonly used in surveys to measure attitudes or feelings. When using rating scales, ensure the response scale is consistent throughout the survey. For example, if you start with a scale from 1 to 4, avoid switching to a different range in later questions, like 1 to 10, as this can confuse respondents and affect the data quality. 

Consistency in rating scales helps respondents feel comfortable throughout the survey. If the scale keeps changing, it can lead to frustration and may cause respondents to abandon the survey altogether. Additionally, providing labels for each point on the scale (e.G., “Strongly disagree” to “strongly agree”) can help respondents better understand what each value represents, leading to more reliable responses. 

💡 CSAT, NPS, or CES? Explore the different survey rating scales. 

10. Handle sensitive questions carefully

Sensitive topics require careful wording to make respondents feel comfortable. If you need to ask about potentially sensitive topics, consider using a self-administered survey format, which tends to make respondents feel more at ease. For sensitive questions, always provide an option like “prefer not to answer” to respect respondents’ privacy. 

Handling sensitive topics delicately is crucial to ensure that respondents provide honest answers. Self-administered surveys, such as online surveys, can help respondents feel more anonymous and more comfortable answering sensitive questions. Additionally, consider prefacing sensitive questions with an explanation of why the information is being collected and how it will be used. This can help build trust and encourage more candid responses. 

11. Maintain a logical question order

The order of survey questions can significantly impact the quality of responses and the overall respondent experience. Instead of randomizing questions, consider organizing them in a logical flow that mirrors the natural progression of your respondents’ experience. This approach helps respondents stay focused and reduces confusion, leading to more thoughtful and accurate answers. 

For example, start with broader questions to ease respondents into the survey, then narrow down to more specific topics. This structured approach not only makes it easier for participants to provide consistent feedback but also provides a clear path of insights, enabling you to identify trends and connections between responses. 

12. Use tools to capture demographics automatically

Instead of asking respondents multiple demographic questions, consider using tools that can automatically capture this information. By leveraging technology like Smiley Touch, you reduce the burden on respondents and eliminate potential friction in the survey process. This approach not only enhances the respondent experience but also allows you to gather high volumes of in-depth feedback effortlessly. 

For example, demographic details such as location, time of day, or device type can often be collected passively, ensuring that your survey remains concise while still providing valuable context for analysis. This allows you to focus your questions on insights that truly matter, without overwhelming respondents. 

💡 Want to capture customer demographics without hassle? AI-based survey technology is the answer.

13. Test drive your survey

Before launching your survey, test it with a small group to ensure it works seamlessly, whether delivered digitally or in a physical setting. This initial step can help highlight issues such as unclear wording, confusing response options, or logistical challenges specific to physical surveys, like the placement of feedback terminals or paper forms. 

Testing allows you to gather valuable insight on the clarity of your questions, the appropriateness of answer options, and any technical or logistical issues that may arise. For example, in physical surveys, you can assess whether respondents find the interface or layout intuitive and accessible, while in digital surveys, you can ensure smooth navigation. 

This step is crucial for ensuring your survey performs effectively in its chosen environment. By identifying and addressing potential pain points, you can create a smoother experience for respondents and collect more accurate, actionable data. 

14. Use multiple research methods

Surveys are a great way to collect data. Still, they have limitations, such as response bias, limited depth of qualitative insights, and the potential for low response rates. Response bias can occur when respondents provide answers they think are expected rather than their true opinions. Additionally, surveys may not capture the full context or depth of a respondent’s thoughts, which other methods like interviews can provide.  

For example, while a survey might tell you that respondents are dissatisfied with a product, a follow-up interview could reveal why they feel that way. Combining quantitative data from surveys with qualitative insights from interviews or focus groups can help you better understand the nuances of respondents’ opinions and behaviors. This mixed-method approach can yield more actionable insights and a more comprehensive understanding of your research topic. 

💡 Here’s a concrete example of mystery shopping and instant feedback survey methods working together. 

15. Keep the survey as short as possible

Long surveys can lead to a high dropout rate, meaning many respondents won’t complete the survey. Only include necessary questions directly related to your objectives to keep respondents engaged. Avoid adding questions just to gather “nice to know” information — focus on what you truly need to know.  

For example, a ‘nice to know’ question might ask about a respondent’s favorite color, which may not be directly relevant to your goals, whereas a ‘need to know’ question could ask about their satisfaction with a staff expertise, which is essential for your analysis. 

Final thoughts on writing good survey questions

Designing an effective survey is all about understanding your target audience and crafting clear, unbiased, and relevant questions. Whether you’re using online surveys, self-administered surveys, or web surveys, applying these best practices will help you write great survey questions that yield reliable and insightful survey results. By avoiding common mistakes like double negatives, double-barreled questions, and biased wording, you can create a good survey that encourages honest, thoughtful responses from your participants. 

It’s also important to remember that survey design is an iterative process. Don’t be afraid to revise your questions based on feedback or test results. Specific methods like cognitive interviews or pilot testing can help gather valuable insights into how respondents interpret and answer your questions. The more effort you put into refining your survey, the better the data quality you collect will be.  

Interested in taking your survey efforts further? Learn how to set up a survey kiosk with HappyOrNot and see how easy it can be to gather real-time, quantitative and qualitative feedback. 

Frequently asked questions

1. How do you create a good survey?

Start by understanding your audience, writing clear and unbiased questions, and using a mix of question formats for comprehensive insights. 

2. What should you consider when writing survey questions?

Avoid jargon, keep questions simple, and ensure they are easy to understand to get accurate responses from survey respondents. 

3. How can you increase response rates for web surveys?

Keep the survey short, offer incentives, and ensure the questions are relevant and easy for respondents to answer. 

4. How do you make survey respondents feel comfortable answering sensitive questions?

Use neutral wording, provide a “prefer not to answer” option, and consider using self-administered web surveys for sensitive topics. 

5. What are the benefits of testing your survey before launch?

Testing helps identify confusing wording and logic issues and ensures that your survey flows smoothly, leading to better data quality.