Tips for creating a great feedback survey

There’s more to creating an effective feedback survey that just listing questions and awaiting the results.

The flow of those questions, the way in which they are asked and even the length of the survey all have a bearing on the response rate and how effective the feedback from participants will be.

So, with that in mind, here are our top tips for creating a feedback survey…

Keep it short

Few people have time for a survey that takes too long to answer, so where possible keep any feedback survey short.

As a rule of thumb a survey should take less than five minutes to complete. If it’s being undertaken on-site, we would argue it should be less than that.

Statistics indicate the average person can answer three multiple choice questions per minute, but open- ended questions that require them to offer personal comments take longer, so bear that in mind as you draft survey questions.

Better yet, employ simple smiley faces where possible to speed up any response rate.

It’s also important to note the length of the survey will impact your drop off rate, and if you advise participants a survey will only take a certain time to complete (like two minutes) ensure it can be completed in that time frame.

Use simple, direct language

Use simple, direct language

Simplicity and clarity are key when it comes to the wording in your survey questions.

This is not the time for big words and complex phrasing. Use language that is simple, clear, to the point, and can easily be understood.

Limit the open-ended questions

Open-ended questions (also known as free response questions) are the type that allow survey participants to offer personal comments.

These take more time and effort to answer, so it’s best to limit the number of open-ended questions you use in any one survey.

Experts suggest there should be a maximum of two per questionnaire.

Avoid leading questions

A leading question is one that indicates an opinion has already been formed.

For example: “Our customer service staff are ranked highly for their skills. On a scale of 1-10, how skilled do you believe they are?”

Clearly, this type of question can skew the results of any survey.

Instead, ask questions that are neutral, such as: “On a scale of 1-10, how would you rank the skills of our  service staff today?”

Offer a balanced set of answers

balanced set of answers

On a similar note, if you’re offering multiple choice answers ensure they are balanced. For example, the five-point Likert scale offers balanced response choices like this:

“Customer service staff effectively dealt with your query today”:

  • Disagree
  • Somewhat disagree
  • Neutral
  • Somewhat agree
  • Agree

Stick to one issue at a time

It’s also important to ensure you keep the question clear by only sticking to one issue at a time, otherwise it gets confusing for the survey participant and the answers might not accurately reflect their experience.

For example, this is an example of a confusing double-barrelled question where two topics are covered at once: “How would you rank our service and product?”

In this instance the service might be poor, but the products could be great, and this question will not help you accurately determine the difference.

Consider a ringer question

A ringer question is an eye-catching and topical one that survey respondents feel compelled to answer. It’s great to have this as your first survey question as it leads people into the questionnaire.

Factor in the funnel

Surveys should be considered a funnel, in that you start with broad questions and then get into specifics.

That’s why many feedback questionnaires tend to kick off with something broad, like “how would you rate your experience with us today?”

The middle of the questionnaire is the place for the harder questions, while the end then also reverts to questions that respondents can answer quickly and easily.

How Moodly can assist

How Moodly can assist

If you’re looking for an affordable feedback system that can gather instant information via a simple, affordable kiosk, Moodly can assist.

Our easy to install ExpressPODS can be positioned wherever you choose in your business to gauge metrics like net promotor scores, customer satisfaction, customer effort scores and more.

This feedback is then quickly distilled into usable reports complete with actionable tips on what needs to be addressed.

You can learn more about Moodly ExpressPODs and how they can simplify and improve the feedback process here.