Tips: How to make good UX survey questions
There are a lot of ways to get insight from users to build our product better, and every method has its own benefit to our data. For instance, the survey method has output to get user's insight based on quantitative data, usually surveys are used to get an understanding before we go deeper with the user interview. But of course not just for that.
Here are some occasions when a survey can be a valuable method for gathering data:
- Collect data on a large scale
- Get a broad perspective
- Quantify attitudes and opinions
- Identify trends
- Validate hypotheses
- Gather feedback
- Conduct market research
- Assess knowledge and understanding
- Evaluate programs and initiatives
- Conduct academic research
Besides we should choose the right method for the right occasion we should pay attention to how to make good survey questions so we could optimize the result and get insightful data from users.
Here are things we should know about writing good survey questions
Be clear
Make the user actually understand what we’re asking
Tips:
Provide numbers to clarify a numeric scale
Don’t:
From rate 1 to 5, rate our product with….
- 1
- 2
- 3
- 4
Ask this:
From rate 1 to 5, rate our product with…
- 1 Highly dissatisfied
- 2 dissatisfied
- 3 neutral
- 4 Satisfied
- 5 high satisfied
Avoid overlapping number
Don’t:
How many times per month you get reward from your job?
- 0–2
- 2–5
- 5–7
Ask this:
How many times per month you get reward from your job?
- 0–2
- 3–5
- 6–7
When it doubt, provide extra detail
Don’t:
Do you use your mobile phone for work-related purposes?
- Yes
- No
Ask this:
Do you use your mobile phone for work-related purposes, i.e. making phone calls, sending emails, or accessing work-related apps?
-Yes
- No
Timebox frequency based questions
Don’t:
Which of the following options best describes how frequently you use social media for personal purposes?
- Never
- Rarely
- Occasionally
- Always
Ask this:
Which of the following options best describes how frequently you use social media for personal purposes?
· Less than once a week
· 1–2 times a week
· 3–4 times a week
· 5–6 times a week
· Daily
Be Concise
Tips:
Ask questions in plain language
Don’t:
“Would you kindly provide us with your opinion on our new product, if it’s not too much trouble?”
Ask this:
“What do you think of our new product?”
Be Specific
Tips:
Avoid question on super big ideas
Don’t:
How statisfied were you with the interface?
Ask this:
How statisfied were you with how quickly the interface responded to your command?
Avoid double barrel question
Don’t:
“Do you think our product is high-quality and good value for the price?”
Ask this:
“How would you rate the quality of our product?”
and
“How would you rate the value for the price of our product?”
Asking two questions in one (i.e., whether the product is high-quality and good value) can be confusing for the respondent and may result in unreliable or unclear data. It’s better to break the question down into two smaller, more specific questions that each address a single aspect of the product.
Avoid questions that allow internal conflict
Don’t:
“How often do you eat junk food, even though you know it’s bad for you?”
Ask this:
“How often do you eat junk food?”
Asking a question that implies internal conflict (i.e., eating junk food even though you know it’s bad for you) can make the respondent feel uncomfortable or judged, which may lead to inaccurate or incomplete responses. It’s better to avoid questions that could create an emotional response and instead focus on specific behaviors or attitudes.
Be Expressive
Tips:
Emphasize the user’s opinions
Don’t:
“Do you think our product is easy to use?”
Ask this:
“What are your thoughts on the ease of use of our product?”
By phrasing the question in a way that asks for the user’s opinion rather than simply asking for a yes or no answer, the survey is more likely to gather valuable feedback that can be used to improve the product. This approach also demonstrates to the user that their opinion is valued and encourages them to provide more detailed and thoughtful responses.
Use range
Ask this:
“How often do you exercise each week?”
· Never
· 1–2 times per week
· 3–4 times per week
· 5–6 times per week
· Every day
Using a range in survey questions allows respondents to provide a more accurate answer that better reflects their behavior or opinion. In this example, providing a range of options for how often one exercises allows for a more specific response than simply asking “Do you exercise?” and provides a more detailed picture of the respondent’s exercise habits.
Give levels of frequency or agreement
Don’t:
How satisfied are you with our customer service?
· Unsatisfied
· Satisfied
Ask this:
On a scale of 1 to 5, how satisfied are you with our customer service?
· 1 — Very unsatisfied
· 2 — Unsatisfied
· 3 — Neutral
· 4 — Satisfied
· 5 — Very satisfied
Allow multiple selection when possible
“Which of the following modes of transportation have you used in the past month? (Select all that apply)”
· Car
· Bus
· Train
· Bicycle
· Walk
· Other
By allowing respondents to select all of the modes of transportation they have used in the past month, this question provides a more accurate picture of the respondent’s transportation habits. It also allows researchers to gather more detailed data about which modes of transportation are most commonly used, and can provide insights into potential areas for improvement or investment in public transportation infrastructure.
Allow users to add nominal ideas
“What types of events would you like to see us host in the future? (Please specify)”
· Music concerts
· Art shows
· Food festivals
· Movie screenings
· Workshops
· Other: _____________
By providing an open-ended option for respondents to add their own ideas, this question allows for a more diverse range of responses and can provide insights into new or innovative event ideas that may not have been considered before.
Be unbiased
Tips:
Add nominal categories
“What is your favorite type of cuisine? (Select all that apply, or add your own category)”
· Italian
· Mexican
· Chinese
· Japanese
· Indian
· Other: _____________
Leave potentially open ended questions open
“What factors influenced your decision to purchase our product? (Please describe in your own words)”
When appropriate, it’s a good idea to leave potentially open-ended questions open to allow respondents to provide as much detail as they feel is necessary. However, it’s also important to keep in mind that open-ended questions may require more time and effort to analyze and categorize responses.
Avoid leading questions
Don’t:
“Did you enjoy our latest product release?”
Ask this:
“What did you think of our latest product release?”
Avoid loaded questions
Don’t:
“Don’t you think our product is the best on the market?”
Ask This:
“What improvements would you suggest for our product?”
Be usable
Tips:
Provide a progress bar: A progress bar lets respondents know how much of the survey they have completed, which can be helpful for keeping them engaged and motivated to finish. It also gives them an idea of how much time they may need to allocate to complete the survey.
Make the page lengths consistent: By keeping the length of each page in the survey consistent, respondents are less likely to be caught off guard by a longer or shorter page. This can help prevent frustration or confusion, and also makes it easier for respondents to plan their time.
Order questions logically: Survey questions should be organized in a way that makes sense to the respondent and flows naturally. This can help reduce cognitive load and make it easier for respondents to understand the survey and provide accurate answers.
Alert users about unanswered questions: It’s important to let respondents know if they have missed answering a question, as this can help prevent incomplete data and improve the quality of the survey results.
Preview the survey itself: Survey creators should preview the survey from the respondent’s perspective to ensure that it is easy to understand and navigate. This can help identify any confusing or unclear questions, as well as any technical issues that may need to be addressed.
The point of making good survey questions is to keep the mind to get as much as you can user’s insight but again should be valuable one.
