--- title: "Asking the Right Questions: A Guide to Effective Survey Design" description: What is the difference between creating a good survey and a great one? Impactful survey design. With some wisdom from Mark McCourt of the Redhill Group, let's refresh our memories on what it's like to to create an engaging survey. image: https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/asking_right_questions.png --- close ## Ready to level up your insights? Get ready to streamline, scale and supercharge your research. Fill out this form to request a demo of the InsightHub platform and discover the difference insights empowerment can make. A member of our team will reach out within two working days. close ## Cost effective insights that scale Quality insight doesn't need to cost the earth. Our flexible approach helps you make the most of research budgets and build an agile solution that works for you. Fill out this form to request a call back from our team to explore our pricing options. [![FlexMR logo](https://www.flexmr.net/skin/images/images-custom/2b221b67-b091-4584-9017-872ee2ddf960-logo.svg)](https://www.flexmr.net/) Book a Demo Request Pricing [Contact Us](https://www.flexmr.net/contact/) Menu - [Home](https://www.flexmr.net/) - [InsightHub](https://www.flexmr.net/insighthub/) - [What is InsightHub?](https://www.flexmr.net/insighthub/) - [Data Collection](https://www.flexmr.net/insighthub/data-collection/) - [Data Analysis](https://www.flexmr.net/insighthub/data-analysis/) - [Data Activation](https://www.flexmr.net/insighthub/data-activation/) - [Research Templates](https://blog.flexmr.net/topic/survey-templates/) - [Information Security](https://www.flexmr.net/insighthub/information-security/) - [Services](https://www.flexmr.net/services/) - [Our Expert Services](https://www.flexmr.net/services/) - [Support & Education](https://www.flexmr.net/services/support-and-education/) - [Consultative Services](https://www.flexmr.net/services/consultative-services/) - [Insight Delivery](https://www.flexmr.net/services/insight-delivery-services/) - [Research Methods](https://www.flexmr.net/methods/) - [Sectors We Work With](https://www.flexmr.net/sectors/) - [About](https://www.flexmr.net/about/) - [About Us](https://www.flexmr.net/about/) - [Leadership](https://www.flexmr.net/about/leadership/) - [Meet the team](https://www.flexmr.net/about/meet-the-team/) - [Advisory Board](https://www.flexmr.net/about/advisory-board/) - [Press & Media](https://resources.flexmr.net/tag/press) - [Accolades](https://www.flexmr.net/about/accolades/) - [Careers](https://www.flexmr.net/about/careers/) - [Blog](https://blog.flexmr.net/) - [Resources](https://resources.flexmr.net) - [Contact](https://www.flexmr.net/contact/) - [Book a Demo](https://blog.flexmr.net/) - [Request Pricing](https://blog.flexmr.net/) - [Home](https://www.flexmr.net/) - [InsightHub](https://www.flexmr.net/insighthub/) - - [What is InsightHub?](https://www.flexmr.net/insighthub/) - [Data Collection](https://www.flexmr.net/insighthub/data-collection/) - [Data Analysis](https://www.flexmr.net/insighthub/data-analysis/) - [Data Activation](https://www.flexmr.net/insighthub/data-activation/) - [Research Templates](https://blog.flexmr.net/topic/survey-templates/) - [Information Security](https://www.flexmr.net/insighthub/information-security/) - ![Camp InsightHub](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/camp_insighthub_nav.png) Embark on a new adventure. Join Camp InsightHub, our free demo platform, to discover the future of research. [Sign Up Today](https://insighthub.flexmr.net/users/new) - ![FlexMR InsightHub](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/insighthub_screenshot.png) Read a brief overview of the agile research platform enabling brands to inform decisions at speed in this PDF. [Download Brochure](https://blog.flexmr.net/hubfs/Public_Files/InsightHub_Brochure.pdf) - ### InsightHub on the Blog - [Surveys, Video and the Changing Face of Agile Research](https://blog.flexmr.net/surveys-video-changing-agile-research) - [Building a Research Technology Stack for Better Insights](https://blog.flexmr.net/research-technology-stack) - [The Importance of Delegation in Managing Insight Activities](https://blog.flexmr.net/delegation-importance-insight-activities) - [Common Insight Platform Pitfalls (and How to Avoid Them)](https://blog.flexmr.net/platform-pitfalls-how-to-avoid-them) - [Services](https://www.flexmr.net/services/) - - [Our Expert Services](https://www.flexmr.net/services/) - [Support and Education](https://www.flexmr.net/services/support-and-education/) - [Consultative Services](https://www.flexmr.net/services/consultative-services/) - [Insight Delivery Services](https://www.flexmr.net/services/insight-delivery-services/) - [Research Methods](https://www.flexmr.net/methods/) - [Sectors We Work With](https://www.flexmr.net/sectors/) - ![FlexMR Services Team](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/services.jpg) Our services drive operational and strategic success in challenging environments. Find out how. [Download Brochure](https://blog.flexmr.net/hubfs/Public_Files/Brochures/FlexMR_Services_Brochure.pdf) - ![Video Close Connection Programme](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/video_services.jpg) Close Connections bring stakeholders and customers together for candid, human conversations. [Read Press Release](https://resources.flexmr.net/close-connections-launch) - ### Explore our Practices - [Communities Practice](https://www.flexmr.net/insighthub/) - [Closeness Practice](https://www.flexmr.net/practices/customer-closeness/) - [CX Practice](https://www.flexmr.net/practices/customer-experience/) - [Insight Communications Practice](https://www.flexmr.net/practices/insight-communications/) - [About](https://www.flexmr.net/about/) - - [About Us](https://www.flexmr.net/about/) - [Leadership](https://www.flexmr.net/about/leadership/) - [Meet the Team](https://www.flexmr.net/about/meet-the-team/) - [Advisory Board](https://www.flexmr.net/about/advisory-board/) - [Press & Media](https://resources.flexmr.net/tag/press) - [Accolades](https://www.flexmr.net/about/accolades/) - [Careers](https://www.flexmr.net/about/careers/) - ![FlexMR Credentials Deck](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/flexmr_credentials.png) The FlexMR credentials deck provides a brief introduction to the team, our approach to research and previous work. [Download Credentials](https://blog.flexmr.net/hubfs/Public_Files/Brochures/FlexMR_Credentials.pdf) - ![FlexMR Insights Empowerment](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/insights_empowerment.png) We are the insights empowerment company. Our framework addresses the major pressures insight teams face. [Download Brochure](https://blog.flexmr.net/hubfs/Public_Files/Brochures/Insights_Empowerment_Brochure.pdf) - ### Latest News - [Insight as Art Shortlisted for AURA Innovation Award](https://resources.flexmr.net/aura-innovation-award-2021) - [FlexMR Launch Video Close Connection Programme](https://resources.flexmr.net/close-connections-launch) - [VideoMR Analysis Tool Added to InsightHub](https://resources.flexmr.net/videomr-launch) - [FlexMR Makes Shortlist for Quirks Research Supplier Award](https://resources.flexmr.net/quirksmr-mr-supplier-award-2020) - [Blog](https://blog.flexmr.net) - - [Latest Posts](https://blog.flexmr.net) - [Strategic Thinking](https://blog.flexmr.net/topic/strategic-thinking) - [Technology & Trends](https://blog.flexmr.net/topic/tech-trends) - [Research Methods](https://blog.flexmr.net/topic/research-methods) - [Practical Application](https://blog.flexmr.net/topic/practical-application) - [Insights Empowerment](https://blog.flexmr.net/topic/insights-empowerment) - [View Full Blog Archives](https://blog.flexmr.net/all) - ![FlexMR Close Connection Programme](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/close_connection.png) Discover how to build close customer connections to better support real-time decision making. [Build Connections](https://blog.flexmr.net/practical-support-real-time-decisions) - ![Market Research Playbook](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/market_research_playbook.png) What is a market research and insights playbook, plus discover why should your team consider building one. [Discover Playbooks](https://blog.flexmr.net/market-research-playbook) - ### Featured Posts - [Five Strategies for Turning Insight into Action](https://blog.flexmr.net/5-strategies-turn-insights-into-action) - [How to Design Surveys that Ask the Right Questions](https://blog.flexmr.net/effective-survey-design-guide) - [Scaling Creative Qual for Rich Customer Insight](https://blog.flexmr.net/scale-creative-qual-rich-understanding) - [How to Measure Brand Awareness: The Complete Guide](https://blog.flexmr.net/measure-brand-awareness) - [Resources](https://resources.flexmr.net) - - [All Resources](https://resources.flexmr.net) - [Client Stories](https://resources.flexmr.net/tag/case-studies) - [Whitepapers](https://resources.flexmr.net/tag/whitepapers) - [Events & Webinars](https://resources.flexmr.net/tag/events) - [The Open Ideas Panel](https://ideas.flexmr.net/auth/sign_in) - [InsightHub Help Centre](https://help.flexmr.net/en) - [FlexMR Client Network](https://www.linkedin.com/groups/9165407/) - ![Insights Empowerment Readiness Calculator](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/insights_calculator.png) The insights empowerment readiness calculator measures your progress in building an insight-led culture. [Get Your Score](https://resources.flexmr.net/insights-empowerment-calculator) - ![MRX Lab Podcast](https://blog.flexmr.net/hubfs/Website_Files/Images/Navigation/flexmr_podcast.png) The MRX Lab podcast explores new and novel ideas from the insights industry in 10 minutes or less. [Listen Now](https://resources.flexmr.net/mrx-lab-podcast) - ### Featured Stories - [Specsavers Informs Key Marketing Decisions with InsightHub](https://resources.flexmr.net/specsavers) - [The Coventry Panel Helps Maintain Award Winning CX](https://resources.flexmr.net/coventry-building-society) - [Isagenix Customer Community Steers New Product Launch](https://resources.flexmr.net/isa-insights) - [Curo Engage Residents with InsightHub Community](https://resources.flexmr.net/curo) - [Tech & Trends](https://blog.flexmr.net/topic/tech-trends) / - [Research Methods](https://blog.flexmr.net/topic/research-methods) / 7 MIN READ ## Asking the Right Questions: A Guide to Effective Survey Design #### Emily James # [Participatory Approaches to Customer Closeness: Ex...](https://blog.flexmr.net/participatory-customer-closeness) Most research still treats customers the way it did twenty years ago: as people we study, not people... [Read more](https://blog.flexmr.net/participatory-customer-closeness) 6 MIN READ #### Dr Katharine Johnson - [Events (1)](https://blog.flexmr.net/topic/events) - [Insights Empowerment (38)](https://blog.flexmr.net/topic/insights-empowerment) - [Practical Application (179)](https://blog.flexmr.net/topic/practical-application) - [Research Methods (285)](https://blog.flexmr.net/topic/research-methods) - [Strategic Thinking (239)](https://blog.flexmr.net/topic/strategic-thinking) - [Survey Templates (7)](https://blog.flexmr.net/topic/survey-templates) - [Tech & Trends (397)](https://blog.flexmr.net/topic/tech-trends) Surveys are one of the staples of market research. Insight professionals have been designing surveys since market research first began, with the aim to get the best data possible. Surveys, along with focus groups, are one of the most discussed and most taught practices in market research, as such there are many guides out there on the internet on how to design surveys. What there isn’t a guide for, is how to make sure the survey you design is effective and impactful, capable of generating the right data at the right time. So how do we know whether we’re asking the right questions and designing an effective survey? ### Good Survey Design To answer that question, we first need to consider this: what exactly constitutes good survey design? The answer to that is relies on the relevance and the survey’s ability to generate the right data to fuel the right decisions. So how do we know a survey is effectively designed before it is distributed? | ![Tweet from FlexMR](https://www.flexmr.net/images/webpage-images/45-tweet-this-from-flexmr.png) | ***Tweet This*** | | --- | --- | | [How do we know when we are asking the right questions and designing an effective survey? With some wisdom from Mark McCourt of the Redhill Group, we can start the journey to truly impactful survey creation.](https://ctt.ac/d2eg4) | | There is no sure-fire way of saying ‘yes, this survey will produce all the results we need’, but there are criteria we can work towards to give us the best chance of success: - Understand what decisions the survey results will inform before starting to write the survey. - Neutral wording directed to target audience (wording targeted here ensures respondents will clearly understand and respond well to the survey). - Figure out the right ways to organise survey questions for maximum impact. - Make sure your survey is the right length, filled with the right questions – if a survey is too long for your target audience, split it into smaller, manageable chunks. [Mark McCourt](https://www.linkedin.com/in/mark-mccourt-a0564424/) is a Principal at the [Redhill Group](http://www.redhillgroup.com/). McCourt provided some great insight into the survey design process, in particular commenting that “A novice can complete survey design in just a few hours while it takes an expert survey designer 2-3 days.” This is because more experienced insight professionals acutely understand the numerous ways a survey can fail to produce the right data – a novice does not know these ways; they only know how to build a survey that they hope will bring the results they need. Both of these are valid viewpoints, and valid experiences that can be implemented well in different situations. The experienced researchers can take the time to craft key surveys that will provide the most influential data for a research project, and novice researchers and even stakeholders can craft surveys to catch momentary glimpses into consumer opinion and trends to inform quick decisions. ### Often Overlooked Considerations While the list in the section above are the typical base considerations for survey design, there are a number of overlooked considerations, a couple of which I would like to bring your attention to now. Firstly, Mark McCourt explained that, “Knowing which questions should be left out of a survey is as important as knowing which questions to include.” While this might be an obvious consideration when stated aloud, there is typically more of a focus on what questions we need to include to get the right data, rather than what questions might be considered superfluous or negatively influence the data the survey generates. The ‘nice-to-know’ questions are usually the issue when it comes to this – whether novice or experienced, researchers are always prone to stumbling on these questions. When we put so much effort into something we become attached, so it’s hard to know where to trim the fat. Experienced researchers typically recognise when this sentiment is tripping them up, but it’s still an obstacle to hurdle. Another overlooked consideration is the accessibility and overall engagement of the survey. Is your survey as engaging as it can be? What could we do to craft engaging surveys that actively work to reduce dropout rates? In [this blog](https://blog.flexmr.net/survey-drop-out-rates), Annette Smith outlines three ways that could help insight professionals achieve this. The platform on which we send out the survey influences how the survey creation process for maximum engagement. So, another overlooked consideration is how we take the platform into account when we create surveys. Most survey guides are tailored to creating surveys on dedicated research platforms and can be sent out on social media or through respondent email lists, but what about when it comes to designing surveys that are sent to recipients through non-traditional methods, like [chatbots](https://blog.flexmr.net/survey-chatbots-coming-of-age) or [smart assistants](https://resources.flexmr.net/whitepapers/voice-assist-smart-research-channel?hsLang=en)? Chatbots, smart assistants and other non-traditional survey platforms have different needs, different considerations from insight professionals to help enhance survey engagement rates. | ![Tweet from FlexMR](https://www.flexmr.net/images/webpage-images/45-tweet-this-from-flexmr.png) | ***Tweet This*** | | --- | --- | | [What are some of the overlooked or even forgotten considerations when it comes to survey design? These could be the difference between creating a good survey and a great one.](https://ctt.ac/P8YJ5) | | Finally, what questions types do insight professionals want to use in each survey? Which question-types would help engage your target audience? There are a number of question types to choose from, and using a range of question types in a survey to keep participants from getting bored halfway through. More recently, the insight industry has been working on [video integration](https://blog.flexmr.net/surveys-video-changing-agile-research) within in surveys, which means as well as writing answers, participants can record their answers to some questions where a qualitative influence is needed to enhance the primarily quantitative data surveys tend to generate. What about video questions? ### How Important is Survey Design? Because surveys are a staple in market research, and there are many guides out in the world on how to create a good survey, there is a chance that survey design can be taken for granted. Survey design is important, which is why there are so many guides out there to help researchers and stakeholders across industries form the best understanding possible and get it right. It is the key to transforming a good survey into a great one, filled with the right questions, organised in the right structure and delivered in the right format to truly engage participants so insight teams can generate key data to inform decisions. [![New call-to-action](https://no-cache.hubspot.com/cta/default/1682149/a07b9b9f-fee9-447c-a050-1e3fa9d77f53.png)](https://cta-redirect.hubspot.com/cta/redirect/1682149/a07b9b9f-fee9-447c-a050-1e3fa9d77f53) #### About FlexMR We are The Insights Empowerment Company. We help research, product and marketing teams drive informed decisions with efficient, scalable & impactful insight. #### About Emily James As a professional copywriter, Emily brings our global vision to life through a broad range of industry-leading content. #### Stay up to date ## You might also like... ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/retaining_human_touch_customer_salience_cx_ai.png) ### [Retaining a Human Touch with Custom...](https://blog.flexmr.net/customer-salience-cx-ai) In recent years, companies have embraced artificial intelligence (AI) at pace, swept up in a technological momentum that promises efficiency and cost savings. However, in their rush to pursue quickly ... [Continue reading](https://blog.flexmr.net/customer-salience-cx-ai) 5 MIN READ ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/casual_conversation_iosetta_santini.png) ### [A Casual Conversation... with Ioset...](https://blog.flexmr.net/casual-conversation-iosetta-santini) Most research projects still currently end with a powerpoint report and a debrief. This has become deeply entrenched as the industry standard, and it is what stakeholders have come to expect when they... [Continue reading](https://blog.flexmr.net/casual-conversation-iosetta-santini) 4 MIN READ ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/synthetic_data_richer_market_insights.png) ### [Synthetic Data: The Key to Richer M...](https://blog.flexmr.net/synthetic-data-richer-market-insights) In the dynamic world of market research, the need for robust and accurate data is critical. Whilst the increased prevalence of generative AI has provided a range of benefits to market research process... [Continue reading](https://blog.flexmr.net/synthetic-data-richer-market-insights) 7 MIN READ ![](https://www.flexmr.net/skin/images/images-custom/48f118ee-cef9-42d6-b60b-5575d5ac26e3-flexmr_footer.svg) - [Home](https://www.flexmr.net/) - [Contact Us](https://www.flexmr.net/contact/) - [Privacy Policy](https://www.flexmr.net/legal/privacy/) - [Cookie Policy](https://www.flexmr.net/legal/cookies/) - [Terms of Use](https://www.flexmr.net/legal/terms-of-use/) [Follow us on Facebook](https://www.facebook.com/flexmr/) [Follow us on Twitter](https://twitter.com/_flexmr) [Follow us on LinkedIn](https://www.linkedin.com/company/flexmr) [Follow us on YouTube](https://www.youtube.com/c/FlexmrNetOnlineResearch) [![Grit Top 50 Logo](https://www.flexmr.net/uploads/photo-gallery-include-images/34/44258f4d-7452-40d6-bb23-0e220c8ba21f.png)](https://www.greenbook.org/mr/grit/business-innovation-edition) [![ISO 27001 Alcumus](https://www.flexmr.net/uploads/photo-gallery-include-images/34/fa89f9b3-d866-43b8-8de0-4a052a9053d8.png)](https://www.alcumus.com/en-gb/certification/iso-27001/) [![Cyber Essentials Plus Logo](https://www.flexmr.net/uploads/photo-gallery-include-images/34/cba57df6-75a2-4544-9599-dcc0c2f14b79.png)](https://blog.flexmr.net/hubfs/Public_Files/Other/FlexMR_Cyber_Essentials_Certificate.pdf?__hstc=163229475.dde2c3d212762f49b059c9f62e7537a0.1624542718433.1626339489304.1626701624468.7&__hssc=163229475.2.1626701624468&__hsfp=3142549060) © FlexMR 2021. All rights reserved. ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Emily James", "url" : "https://blog.flexmr.net/author/emily-james" }, "dateModified" : "2021-07-20T16:51:03.430Z", "datePublished" : "2021-04-29T15:30:52.000Z", "headline" : "Asking the Right Questions: A Guide to Effective Survey Design", "image" : [ "https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/asking_right_questions.png" ], "mainEntityOfPage" : { "@id" : "https://blog.flexmr.net/effective-survey-design-guide", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.flexmr.net/hubfs/Website_Files/Images/Logos/flexmr_logo_amp.png" }, "name" : "FlexMR" } } ```