How can you create unbiased customer feedback questions?

1 Why bias matters

Bias is any factor that influences the way customers answer your feedback questions, whether consciously or unconsciously. Bias can distort your data, lead to false assumptions, and undermine your decisions. For example, if you ask customers to rate your service on a scale of 1 to 10, but you only show them positive options, you might get a skewed picture of their satisfaction. Or if you ask them to recall their experience from several months ago, you might miss important details that have faded from their memory.

2 How to avoid leading questions

Leading questions are questions that suggest or imply a certain answer, either by using loaded words, framing the issue in a certain way, or providing cues or hints. For example, "How much did you enjoy our amazing new feature?" or "Don't you agree that our prices are fair and reasonable?" Leading questions can make customers feel pressured, confused, or manipulated, and they can reduce the credibility of your feedback. To avoid leading questions, use neutral and objective language, ask open-ended questions, and avoid assumptions or expectations.

3 How to avoid double-barreled questions

Double-barreled questions are questions that ask about two or more different things in one sentence, but only allow for one answer. For example, "How satisfied are you with the quality and speed of our service?" or "How likely are you to recommend our product and use it again?" Double-barreled questions can confuse customers, force them to choose between conflicting opinions, and make your data unreliable. To avoid double-barreled questions, split them into separate questions, focus on one topic at a time, and use consistent scales or formats.

4 How to avoid confusing questions

Confusing questions are questions that are unclear, vague, ambiguous, or too complex for customers to understand or answer. For example, "How do you feel about our value proposition?" or "How often do you use our product on a regular basis?" Confusing questions can frustrate customers, make them skip or guess the answer, and reduce the validity of your feedback. To avoid confusing questions, use simple and specific language, define any terms or concepts, and provide examples or instructions if needed.

5 How to avoid biased samples

Biased samples are groups of customers that are not representative of your target population, either because they are too small, too homogeneous, or too selective. For example, if you only ask for feedback from your loyal customers, your most dissatisfied customers, or your social media followers, you might get a distorted view of your overall performance. Biased samples can limit your perspective, overlook important segments, and affect the generalizability of your feedback. To avoid biased samples, use random or stratified sampling methods, reach out to a diverse and relevant group of customers, and incentivize or encourage participation.

6 How to test your questions

Testing your questions is a crucial step to ensure that they are unbiased, clear, and effective. Testing your questions can help you identify and fix any problems, gaps, or errors in your feedback design, and improve the quality and accuracy of your data. To test your questions, you can use different methods, such as pilot testing, cognitive testing, or expert review. You can also use online tools or platforms that can help you create and evaluate your feedback questions.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?