Getting surveys right

To get the right answers, you have to ask the right questions. Research surveys are in their own category of sensitivity. One wrong word or unclear phrase can throw the whole thing off.  

In a recent blogpost, UX research and consulting firm Nielsen Norman Group provides a thoughtful, detailed account of how it arrived at the right survey wording.  

It’s a neat case study on making surveys more specific and useful. It also includes advice on survey design: 

• Make sure your research questions can be investigated with your chosen survey methodology.

• Avoid priming or asking leading questions.

• Run pilot studies. Test several versions at the same time.

• Be aware of survey timing, which affects response.

“Poor phrasing, ambiguity, or the wrong sequence of questions can easily result in skewed survey results. Iron out any such issues before you spend the money to collect your data. Like user-interface designs, surveys need to be tested. In fact, a survey instrument is a design, so treat it as such.” 

Feifei Liu, Nielsen Norman Group