For a customer survey questionnaire to be useful, it's not enough to just come up with questions and then collect data. Already at the stage of creating a questionnaire form, difficulties may arise, which can then lead to an insufficient or false result.
The anti-bureaucratic manifesto "Parkinson's Law" of 1958 describes the problems of questionnaire forms in a funny and graphic way.
According to Parkinson, forms are created like this:
First , the ambiguity specialist takes over :
name and surname;
the address;
place of residence;
when and why naturalized;
position.
The words “place of residence” after the word “address” are understandable only to a specialist in international law, and hints about naturalization are not clear to anyone. Finally, over the “position” column, the person filling out the questionnaire will struggle for a long time, not knowing whether to write to him “admiral” (retired), “married”, “US citizen” or “managing director”.
Then he is replaced by a specialist on unnecessary issues :
ID or passport number;
grandfather's name and surname;
grandmother's maiden name;
what vaccinations are given, when and why;
details (all).
The jargon specialist concludes :
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It was already mentioned above that the standard structure of the questionnaire contains an introduction-greeting and a conclusion-thanks. This is an important part of the presentation, but not all. It is also worth thinking about under what circumstances and in what form the user will be offered to take a survey - in a pop-up widget immediately upon entering the site, in an email campaign or in an SMS? This is part of the user experience that also affects the quality of responses.
General observation helps a lot. Pay attention to how other brands invite you to take a survey, take those surveys, document mistakes and good practices, and use this experience in your work. We'll talk about some interesting survey practices next time.