I find that even though I’m quite familiar with and comfortable conducting research during the UX process, I still draw a blank somedays. This is a list (and definitely not a complete one) of questions I’ve asked participants in the past. These go a little beyond the “yes” or “no” questions, although there’s a time and place for those too when gathering data.
I’ve created this list first to serve as a reference to all of you, and second for when my mind goes blank and I need a refresher! 🤣
Closed-ended questions can be a good, objective place to start when gathering information from a participant. Because these types of questions are typically easier and quicker to answer, it can help commit the participant to the survey. But, they can be sprinkled throughout the research as well. If none of your options in a closed-ended question reflect a participant’s opinion, make sure you account for that.
- How would you rate your experience shopping for X? (Likert or rating scale from 1=terrible to 10=absolutely fantastic or 😡 😠 😐 🙂 😍)
- How likely is it that you would recommend X to a family member, friend, or colleague? (Likert scale from “very unlikely” to “very likely”)
- On a scale from 1–10, how would you rate the visual design and layout of X?
- Overall, how satisfied were you with purchasing X? (Likert scale from “very dissatisfied” to “very satisfied”)
- How strongly do you agree with the following statement: “The process of ordering X was easy and painless.” (Strongly disagree, Somewhat disagree, Neither agree nor disagree, Somewhat agree, Strongly agree)
- How clear was X when you ordered? (Likert scale from “not clear at all” to “very clear”)
- How would you describe the process of ordering X? (Likert scale from “not easy at all” to “very easy”)
- How would you rate your overall satisfaction with X thus far? (Likert scale from “very unsatisfied” to “very satisfied”)
- Which reason best describes why you visited X: (Give the participant a list of choices but also provide a field for “other” if none of the prior choices apply to them)
- Which reason best describes why you left X: (Give the participant a list of choices but also provide a field for “other” if none of the prior choices apply to them)
Helps you learn about customer needs that you didn’t know existed. Helps you identify key areas of improvement in design and customer journey. Lets the customer respond in their own, unrestricted words. Keep in mind, open-ended questions take more effort on the customer’s part to answer and could make the customer tired of typing and answering.
- How did you first learn about X?
- Please describe your goals when you started looking into X.
- What information do you feel might have been missing while shopping for X?
- What other products would you like to see us offer?
- What feedback or suggestion would you offer for the visual design and layout of the page overall?
- Describe in a sentence or two how your experience has been thus far with X.
- What is the single most important feature or improvement you would like to see us implement?
- What was the one thing that almost stopped you from purchasing X today?
- If you could change just one thing about ordering X from us, what would it be?
- What other competitors did you consider before going with us?
- What are our competitors doing better than us?
- Could you tell us what attracted you to choose X?
- What could we improve when ordering X?
- Tell us about what ultimately persuaded you to complete your purchase today.
- What, if anything, was a concern to you when considering the purchase of X?
- What ultimately prevented you from ordering X?
- How did you learn about X?
- What is the most important thing we should add to X for future customers?
- What did you find most frustrating when looking through X?
Expect this list to grow, change, and adapt as I add more! What are some of your favorite UX research questions to ask participants? Please comment!