- Keep it short. Five to eight questions finishes far more often than fifteen. Ask what you will actually act on and cut the rest.
- Open with an easy tap. A choice or a rating first builds momentum. A blank text box first kills it.
- Save open text for last. By then they are invested, and the answers are longer and more useful.
- One thing per question. Was it fast and useful is two questions wearing one hat, and the answer tells you neither.
- Do not lead the witness. How much did you love the new dashboard only collects the answer you already wanted.
- Required is a cost. Every required question is a place someone can quit. Require only what the whole survey depends on.
- Earn the email. Where should we send your results gives them a reason. Enter your email gives them a chore.
- Close the loop. Tell people what you changed because of their answers. It is the best way to make your next survey get twice the responses.
Ask a question you are willing to be wrong about:
A survey that only confirms what you already believe was an expensive way to feel good. The uncomfortable answer is the one worth the effort.