- Try to minimize questions on your survey to ten answers long. This will challenge you to focus on the most important answers you need at this time, and you can always substitute answers next time.
- Test your survey for clarity to understand how your words are interpreted and if the structure makes sense.
- Design your survey for the mode of delivery. Be careful not to use the same survey for all modes of delivery, for example in person versus online.
- Think of an incentive you can offer for customers to participate. Incentives can range from discounts for future products and services to a draw for cash or alternative gift prizes.
- Make sure your survey flows smoothly. Logical flow to the survey is important, don’t jump around.
- Think of your respondent as a battery. Testing for energy drain is critical. Longer, complicated and difficult questions require more energy. Will your respondent have enough attention span and energy to complete the survey? Again this goes back to balancing difficult, thinking slow type questions and easy, thinking fast type questions.
