Question Design
Rules
- One question per question. Don't double-barrel.
- Neutral wording. "How was your experience?" not "How great was your experience?"
- Specific timeframe. "In the last 7 days" not "recently."
- Balanced scales. Equal positive and negative options.
- Avoid jargon. Match the respondent's vocabulary.
Question Types
| Type | When | Example |
|---|---|---|
| Multiple choice | Predefined options | "How did you hear about us?" |
| Likert scale | Attitudes (5 or 7 points) | "How satisfied are you?" |
| NPS (0-10) | Loyalty measurement | "How likely to recommend?" |
| Open text | Qualitative insight | "What could we improve?" |
| Task success | Usability | "Were you able to complete X?" |
Survey Design
- 5-10 questions maximum (completion drops after 10).
- Progress indicator.
- Required questions marked (but minimize required).
- Mobile-friendly layout.
- Thank you page with next steps or results preview.