25 Best Practices for Surveys

25 Best Practices for Surveys

Surveys can be an effective research tool for small businesses. You can use them to gather customer feedback, learn about the needs and desires of your target audience, or even learn how your employees view your company's business. <! – ->


However, asking your customers or team members just a few basic questions is not that easy. Ultimately, best practices for surveys can help you gather more answers, more accurate results, and clearer data that will point your business in the right direction.

Best Practices for Surveys

A carefully planned survey design can help you get better results from your market research initiatives . Most small businesses should complete surveys on a regular basis, including sending questions to customers after purchase, researching the market before launching a new product or service, and ensuring that employees are happy with their current working conditions. Before you start creating your questions, there are a few best practices to consider.

1. Set goals

<! – -> Before you start designing your survey, you need to consider what you want to achieve with it. These goals determine many of the decisions you make when creating, implementing, and analyzing the results of the survey. Think about your goal of limiting the number of questions and ensuring that everything is focused. You can always conduct another survey later at any time on topics that do not match your current goals.

2. Select your target group

For best results, you need your survey to get to those you actually want to hear about. When considering a new product that targets your target customers of women in their fifties, a number of questions for millennials will not produce the desired results. Clearly outline who you want to hear from and why before designing your survey.

3. Keep it short

The respondents are unlikely to conduct lengthy surveys. You will get more results if you keep it under about five minutes. Anything longer than ten is likely to be abandoned a lot, making it difficult for you to get a representative sample. You can even specify in advance how long the survey is expected to take, or keep track of how many questions are still open so respondents can track their progress over time.

4. Start with simple questions

People are also likely to cancel surveys if they believe the questions are immediately difficult or invasive. Facilitate them by asking simple questions with predefined decisions so they are more likely to continue. This means that all open or leading questions dealing with personal or demographic data will be saved until later.

5. Provide options

There is time and place for open questions. However, you get more data that is easily quantitative if you provide multiple options. These questions are also easier for people to answer. So try to limit most of your questions to this style. <! – ->

6. Avoid duplicate questions

If you ask two questions in one, it is difficult for people to answer precisely. For example: Do you love pancakes and bacon for breakfast? Well, some people might like pancakes, but not bacon, so how should they answer? Separate these types of questions or clarify the wording so that respondents are not confused.

7. Avoid key questions

Questions like "Wouldn't you like to see such a product on your store shelves?" You are more likely to get positive responses than, "How likely are you to buy this product?" With this type of question, respondents may be more likely to say what you want to hear. However, most small businesses should look for accuracy rather than security. So keep it as neutral as possible to awaken people's true feelings.

8. Keep options balanced

<! – -> Another way to move responses in one direction is to provide options that clearly lean in that direction. Do not give answers such as strongly agree, agree, agree something, neutral, disagree. This clearly offers people more opportunities to agree with your statement. Instead, keep everything in balance around a neutral option.

9. Use open questions sparingly

There are cases where you want people to give indefinite feedback. Just try to keep one or two questions per survey, as these tend to take longer and are difficult to answer. In addition, you should mainly include them towards the end of the questionnaire so that participants will move on rather than end a survey if they have a difficult question early on. In these cases, explain what type of answer or length you are looking for so that respondents do not feel they have to write a novel to answer a specific question.

10. Provide mutually exclusive options

There should never be a case where more than one answer to a single question can overlap. This is usually done with numbers. For example, if you need to include a range, you may think that answers like 0-10, 10-20, and 20-30 make sense. If someone answers this particular question 20, they can realistically choose one of the last two options. Instead, clarify with options like: 0-10, 11-20, and 21-30.

11. Use consistent formatting

You probably have some survey questions that offer similar options, such as: B: Agree fully, agree, neutral, disagree, disagree at all. If you offer the same options, try to keep them in the same order and format so that users don't get confused. If people are used to clicking the option on the right if they agree with a statement, they can accidentally do so when you toggle the options.

12. Adapt the language to your target group

It can be easy for people in an industry to use jargon or insider terms when describing a product or concept without even realizing it. However, when you interview customers or potential customers, they may not understand these terms clearly. Always put yourself in the position of the respondent when you explain questions or ask people who fit your target group for contributions when you ask questions.

13. Use a precise language

You also want to be very specific when you ask questions about surveys. Try to keep each question as short as possible and use the active voice to make points as clear as possible. Do your best to avoid redundancies or additional languages ​​that are not necessary to understand every question.

14. Provide more options for higher accuracy

If you're looking for really specific data, give respondents more options to choose from. If you just give people the option to choose between a positive and a negative answer, you may miss the fact that there are a lot of people in the middle who feel fairly neutral about the concept you are describing. With more options, you can find out more and get to know people's true feelings.

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15. Delete repetition

There are several ways to ask a question. However, if you ask very similar questions more than once, they may become confused or frustrated, which can confuse your data. This also makes your survey unnecessarily longer, which means that you collect fewer answers overall.

16. Consider adding pictures or videos for clarification

Some survey platforms allow you to add photos or videos with questions. If it is difficult to describe something in words, these functions can help you keep your survey simple and quickly clarify points or ideas. This can be particularly relevant when launching new products or comparing multiple options. Just make sure you have high quality images or videos that exactly match your needs.

17. Save personal questions for the end

Respondents are likely to leave a survey early if they are immediately asked personal or invasive questions. Once you have built up a certain amount of trust and explained the reason for collecting their information, they may remain. Even details like first name, last name, email address and demographic information should be placed towards the end.

18. Find a representative sample

If you want to interview your customers, you will receive more detailed information if your sample reflects your entire customer base. You are unlikely to get answers from everyone, but your data won't be as reliable if you only interview one customer type. Instead, divide your respondents into groups by demographic and location, and try to get answers from people in all of these groups.

19. Think of a number

It is also important to collect enough information so that your survey data is reliable. This number can vary depending on your goals. For example, a survey in your small team may only require 20 responses, while a survey on a new product may require 1,000 or more for customers.

20. Consider incentives

If you want people to actually complete your survey, give them a reason. It doesn't have to be complicated or expensive. You can simply send a survey to your email list and those who fill it out can take part in a raffle for a free item.

21. Explain your goals

People are also more likely to complete surveys if they understand the purpose. When you interview employees, you can let them know that their responses will be used to create a better work environment. When you interview customers, you can explain how you want to improve customer service or expand your product line and ensure that the new products appeal to them.

22. Test your survey before sending

Even though you've considered all of these best practices when creating your questions, simple mistakes or things in your survey that you simply didn't understand when writing may not be clear. Take the survey yourself before you actually send it out, or have someone else fill it out to make sure each question makes sense and works toward your original goals.

23. Visualize feedback

Once you've collected answers, it's time to actually break down your results. This can be easier with graphics such as charts and graphics. Some survey tools do this for you, or you can use a design program to create these plots. This can be helpful when giving presentations to team members or to help you process the data of any questions that respondents answered.

24. Split answers into categories

You should also take a closer look at your findings to look for underlying trends. For example, your overall customer base likes your new product idea, but if you split them into demographic groups, you'll find that older consumers love them a lot more than younger consumers. This could help you figure out who you are marketing the new product to and ultimately give you the best chance of success with your new initiatives.

25. Act according to your knowledge

Your polls won't do much if you don't use what you find. Not every survey question requires immediate action, but based on general trends, you should consider action items and consider whether changes are necessary or not, whether they are improvements to your customer service strategy or a new marketing plan for specific customers.


How to Create a Survey

There are many ways to create a survey, both online and offline. Some of the most popular are:


SurveyMonkey offers a variety of survey solutions for companies of various sizes. You can choose templates such as customer satisfaction surveys, HR surveys, and opinion surveys. You can also use their online platform to distribute surveys to relevant consumers, or use your own email list to distribute questions to current customers or employees.

Zoho Survey

Zoho Survey is a free online survey tool that contains a variety of question types and topics. You can distribute surveys via email, website embed codes, Facebook, or even offline. There are also pre-made templates and paid plans for those who want to create a more thorough survey strategy.

Gizmo survey

Survey Gizmo is a business tool for creating and distributing surveys. With the tool, you can ask questions in simple surveys, perform A / B tests or even create brand surveys that are specific to your company. There are a variety of paid plans to choose from, including customized business options.


Whether you are considering starting your first market research strategy or dealing with a particular question for survey participants in your company, always think about your survey design and strategy. The best practices above can help you keep an eye on your company's goals and ultimately achieve more accurate results and better results.

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15 tips for running a successful "traditional" advertising campaign for your local market

15 tips for running a successful "traditional" advertising campaign for your local market

Despite the overwhelming preference for digital media among modern marketers, traditional advertising methods are still implemented today and lead to great results. Newspaper, television and radio spots offer a lot of potential for companies looking to reach a local market – if used properly. <! – ->

Tips for traditional local advertising campaigns

To help with your next traditional media campaign, we asked members of the Young Entrepreneur Council (YEC) the following question:

“What should you pay attention to when planning a radio, television or newspaper advertisement specifically for your local market? Why should business leaders consider this element? "

<! – -> The members of the YEC community said the following:

1. Know your audience

“Know your audience first and prepare a script by considering the type of audience you reach. Knowing your audience is the most important thing, as this determines the type of topics, topics, and language that you use in your script. "~ Patrick Barnhill Specialist ID, Inc.

2. Focus on a key message

“A common local business mistake is to promote everything the company offers. But so much information confuses people and does not leave a strong impression on the viewer. If you advertise locally, pick a "spearhead" message and hammer it home with repetition. Even if you do different things, your campaign will work best if viewers only get one key message. "~ Peter Kozodoy GEM Advertising

3. Emphasize local benefits

“Focus on what your local community of businesses needs and is looking for. Highlight the benefits your local audience desires. "~ Angela Ruth Calendar

4. Track your performance

“Create a custom call to action, coupons in sections, a trackable phone number, or a vanity URL so you can find ways to map your ad directly to the sale. It's easy to put good money in bad marketing if you don't have a strong attribution model. However, if you pay close attention to how you're tracking your performance, you'll know which campaigns to reinvest or pause in. “~ Firas Kittaneh Zoma mattress <! – ->

5. Use local events and holidays

“Many places have local traditions and even holidays that are unique to this place. It is very effective to design your marketing communication to reflect local characteristics. They create a sense of community that leaves a positive impression. In this way, you contribute to developing a great brand image in your region. "~ Blair Williams MemberPress

6. Keep it short and to the point

“Radio and television advertising is time-critical, and newspapers only have so much space per advertisement. Consider the length of your promotion to make sure it's short and to the point. You don’t want to end up in a position to make changes before your ad is shown. "~ Chris Christoff MonsterInsights

7. Set up Google My Business before creating ads

<! – -> “Have you already set up a Google My Business account? If not, you need to before creating ads for your local market. When people see these ads, many of them use Google to learn more about your business. However, if you don't appear in search, you lose potential leads and customers. "~ Stephanie Wells Formidable Forms

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8. Create locally targeted content

“If you want to target your local market, you need to create locally targeted content. It will speak directly to your local audience who are now interested in this new business that does justice to their community. They will strengthen your company's trust among consumers and encourage them to invest in a company in their own city. "~ Jared Atchison WPForms

9. Invest time and money in your creative

“At a time when consumers are constantly overloaded with information and bombarded with advertisements, try to create an eye-catcher that stands out from the other advertisements on TV or in the newspapers. Invest the time and money needed for the bottom line to be effective and your investment in this ad to be justified. "~ Kevin Leyes Leyes Media & Team Leyes, by Leyes Enterprises

10. Test your ad with local focus groups

"Just because it's your local market, don't make assumptions about your audience's preferences or needs. Before buying a local ad, group the ad with actual community members from your region. You get real-time in a focus group an answer to how the community perceives the advertisement and can make the necessary adjustments before it is broadcast. "~ Jordan Conrad Letter explains

11. Cooperation with local companies

“Look for other local businesses that have been around for a while and that complement your business or product. You can work with them to leverage their presence while promoting your own business. You quickly build trust and a positive relationship by working with a local partner on marketing activities. "~ Syed Balkhi WPBeginner

12. Give your advertisement a broad appeal

“A particular ad may appear based on the broadcast, content, or statistics of the radio, newspaper, or television company, but there is no guarantee of the age of the viewers or readers, so you take a risk. The ad should be accessible to everyone, understandable and eye-catching within 10 seconds. People should see it as part of the whole conversation, rather than advertising. "~ Daisy Jing Banish

13. Use local knowledge to make it unforgettable

“Promotion of a local audience should show local knowledge so that it appears authentic to your audience. By hitting local trigger points, you make the display personal to the viewer. Each ad must be memorable to get the most benefit from it. A memorable ad is remembered, so you essentially have more room for customers than a good, but ultimately unforgettable, ad. Ads that are being talked about reach even more ears. "~ Yaniv Masjedi Nextiva

14. Consider more targeted alternatives

"I would suggest considering platforms where you can get a better ROI. Most television, radio, and print media ads are not targeted compared to modern platforms like email and social media. If yours If the message is really local, find the medium in which your audience is likely to see or hear your message, for example, advertise a concert where customers are likely to listen to a specific radio station. "~ Kalin Kassabov ProTexting

15. Bring help

“No matter how creative you think, you understand that there are probably far more creative people than you are just an email away. If you want to invest resources in a localized ad, hire a professional who can bring in new ideas. This additional creative support makes your ad much more effective. "~ Zach Binder Bell + Ivy


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