When you design surveys for a living, it's hard to take one without evaluating it. Every question, instruction, and response option gets a little extra scrutiny.
At Vernon Research Group, we spend our days helping organizations ask better questions. We carefully consider wording, question order, potential bias, survey length, and all the other details that contribute to reliable research.
But we're survey respondents, too. And like most people, we receive plenty of survey invitations in our personal inboxes. It probably won't surprise you that we're inclined to complete them.
Unfortunately, not every survey makes that easy.
Over the past few months, I've kept a log of surveys I've taken (or tried to take). Some were excellent. Others offered valuable reminders of what can go wrong.
Here are four experiences that illustrate how thoughtful survey design can make the difference between useful insights and missed opportunities.
Let's start with a positive experience.
After ordering a takeout pizza recently and thoroughly enjoying it, I received an emailed survey. I was happy to give top scores across the board.
What impressed me most was how effortless the experience was. The questions were quick and clear, the survey worked smoothly, and there were no unnecessary hurdles.
Bonus points for the email subject line: "We want a pizza your mind!"
Even the sweepstakes entry was easy. My name and contact information were already populated, eliminating the need to enter information the company had.
The lesson: Respect your respondents' time. Keep questions clear, eliminate unnecessary steps, and make the experience as convenient as possible.
And if you can provide delicious pizza, that doesn't hurt.
Now, let's consider a less satisfying experience: a survey from my homeowners insurance company.
The survey was intended to gather feedback about a service provider the insurer had arranged for us. Unfortunately, the field identifying that provider was blank.
Who was I supposed to evaluate?
I could have made an assumption, but that wouldn't have produced reliable feedback. Instead, I abandoned the survey.
A seemingly minor technical oversight had rendered the entire experience pointless.
The lesson: Test your survey before sending it. Check personalized fields, question logic, instructions, and links using realistic test data.
If respondents don't understand exactly what they're being asked, they may skip questions, provide inaccurate answers, or abandon the survey altogether.
I especially appreciate small businesses that ask for feedback. Their surveys often feel personal, and I like knowing my responses might make a difference.
Following our cats' annual veterinary visit, I received a survey invitation and clicked through, ready to share a positive experience.
The first thing I encountered? A required field asking for my full name.
I'm not opposed to identifying myself when there's a good reason. But asking for personal information before establishing the purpose of the survey can create unnecessary hesitation.
In many cases, it's better to ask for identifying information near the end, explain why it's needed, or make it optional.
Question order matters for other reasons, too. Earlier questions can influence how respondents interpret later ones, potentially introducing bias. And when research requires concealing the sponsor or purpose initially, the wrong sequence can compromise that approach.
The lesson: Treat your survey like a conversation. Begin with questions that are easy to understand and answer, then introduce more involved or sensitive topics when appropriate.
Thoughtful sequencing helps respondents stay engaged while protecting the quality of their answers.
My most uncomfortable survey experience occurred after a contractor completed work at our home.
The contractor handed me an iPad with a customer satisfaction survey and waited while I completed it.
The survey was fairly long and wordy. Under normal circumstances, I would have taken time to consider my responses. Instead, I felt rushed. I also wasn't sure whether the contractor would see my answers.
So I gave high marks across the board and moved on.
To be fair, the contractor did excellent work and deserved a positive evaluation. But with more time and privacy, I might have included comments or identified small opportunities for improvement.
That's valuable feedback the company never received.
The lesson: Create an environment where respondents feel comfortable answering candidly. Give them adequate time, avoid having employees hover, and clearly explain how their responses will be handled.
Be precise about confidentiality and anonymity, too. They're not the same thing, and respondents deserve to know what protections actually apply.
When people feel pressured or observed, they may give answers they think are expected rather than what they truly believe.
These experiences reinforce something we emphasize at Vernon Research Group: Good survey design isn't just about asking the right questions. It's also about creating the right conditions for people to answer them.
Good survey design also starts with a clear understanding of what you need to learn. Before writing questions, it's worth considering which research method is right for your objectives.
Small details can have a significant impact on participation, response quality, and the insights your organization ultimately receives.
Whether you're conducting research yourself or working with a professional, take time to evaluate the experience from your respondents' perspective.
And before your next survey goes out, consider having an experienced researcher take a look. Our research consulting services can help identify potential issues before they affect your results.
Better survey experiences lead to better information. And better information leads to better decisions.
Contact us at VRGcontact@VernonResearch.com or visit VernonResearch.com to start the conversation.
Author Robin Frost, Managing Director of Vernon Research Group