5 tips for crafting effective survey questions

In a world inundated with surveys, the art of crafting effective survey questions is paramount. I'm sure you've experienced the frustration of being asked to assess a service or answer a survey without clear parameters, or a series of convoluted and confusing questions. This highlights a common issue I see in surveys - poorly constructed surveys lead to unhelpful data and there is then limited ways to transform that raw data into meaningful insights. As I always say, "rubbish in, rubbish out." The aim of a survey should be to extract valuable and, most importantly, actionable insights, not to waste respondents' time or muddy the waters. The following are my top 5 tips for writing effective survey questions:

1. Narrow the focus: Keep surveys focused and concise. Avoid the trap of including too many questions or covering broad topics that are beyond your control. Consider the actions you can take based on the responses and aim for surveys that are no longer than 10 questions (wherever possible). Always respect your respondents' time, and question the utility and impact of every question you're asking them to answer.

2. Simplify the questions: Simplicity is key, as complicated or multifaceted questions can confuse respondents and lead to inaccurate data. Don't combine different aspects into one question, such as assessing relationships with both colleagues and leaders simultaneously - separate these and ask two different questions. Keep your questions clear and straightforward to make it easier for your respondents to understand what you are asking about, and therefore how they should best answer.

3. Avoid 'confidence' questions: Confidence is challenging to measure on a scale, as it often evolves with knowledge, so I recommend steering clear of questions related to confidence. Instead, focus on questions that assess program effectiveness or the impact of a training session, providing more meaningful and actionable insights.

4. Opt for closed questions: To streamline the analysis process, wherever possible, use closed questions or questions that can be put into a category easily. If you really need to include an open-ended qualitative type question, limit it to a maximum of one per survey (if you can). Not only does this make it quicker for your respondents to complete the survey, it also ensures quicker and more efficient data analysis, especially when dealing with large respondent groups.

5. Maintain question consistency: Lastly, always have consistency in your question format. Don't jump between different question types, as it can be confusing for your respondents (for example strongly disagree - strongly agree, a scale of 1-5, or true/false/unsure questions). Keeping a uniform format throughout the survey ensures predictability for the respondents and reduces the likelihood of errors in their responses.

Above all, when writing your survey questions always keep in mind your end goal — what will be done with the data you collect and what CAN you do something about? If you align every one of your survey questions with actionable insights and actions, you can ensure that the data gathered leads to informed decision-making and doesn't end up a waste of yours and your respondents' time. Crafting effective survey questions is an essential skill that can significantly impact the quality of the data you collect. Happy surveying!

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I am a data storyteller and grounded researcher, and I help organisations use their data more effectively and help them tell great data stories. If you'd like a hand with data storytelling or strategy, I'd love to chat with you.

Keynote speaker | Author | Facilitator