Non-Biased Customer Research
The Importance of Asking the Right Questions
Customer surveys are so ubiquitous these days that they’ve become almost meaningless. How many times have you purchased an item, only to be immediately bombarded with a questionnaire asking for your opinion on everything—from the user experience to how much you enjoy using the product (which either hasn’t arrived yet or has only just been delivered)?
Often, I turn to Trustpilot or another review site to ensure I’m not being ripped off, and I’m surprised by how many reviews are clearly written by bots (using identical language) or submitted before customers even have a chance to use the product. This is especially common in the world of supplements, where such reviews become irrelevant.
What customers think is important, but knowing what questions to ask and when to ask them is even more critical. If you’re only seeking a “yes” or positive feedback, there are plenty of ways to manipulate your questions or how you ask them to ensure you only hear what you want to hear. But what’s the point of that, other than to flatter your ego?
Lots of early-stage business owners I encounter start by using Google Forms or similar tools like SurveyMonkey to gather feedback. At Startup School for Seniors, we’ve used this method for several years. While it’s great for getting an overall sense of why someone might want to attend the programme, it sometimes falls short in other areas, such as pinpointing how participants heard about us (because often it’s multiple sources of they’ve forgotten!).
Here’s what I’d recommend:
1. Define the Purpose of Your Survey
Ask yourself: What information are you trying to gather?
Structure your questions to align with your goals.
2. Know Your Audience
Ensure the language and tone of your survey are appropriate for your target audience.
Make sure it’s accessible and relevant to the group you’re trying to reach.
3. Keep It Short
Survey fatigue is REAL. Aim for your survey to take about 5 minutes to complete, with 10 minutes being the absolute maximum.
4. Avoid Double-Barreled Questions
Don’t mix two questions into one, such as: “How satisfied are you with my product and the customer service you received?”
5. Use a Mix of Question Types
Combine multiple-choice, open-ended, and ranking questions to gather diverse data.
Use open-ended questions sparingly—they require more effort from respondents. When you do use them, start with Who, What, When, Where, or How.
For ranking questions, limit the number of items to 5–7. Alternatively, allow respondents to pick their top 3 choices.
For scale-based questions, include a neutral midpoint.
Ensure all potential responses are covered, or include an "Other" option with a text box.
6. Structure Your Questions Logically
Start with general questions and move to more specific ones.
Group related questions together under similar themes.
7. Offer Anonymity and Be Transparent
Let respondents know their feedback can remain anonymous if they wish.
Clearly explain how you intend to use the data you collect.
8. Introduce the Survey
Create a brief introduction explaining the purpose of the survey and how the responses will be used.
9. Pilot Test Your Survey
Run a test with a small group to identify confusing or problematic questions.
Use their feedback to refine the survey before full distribution.
By following these steps, you can create a survey that’s both meaningful and effective, gathering the insights you need without alienating your audience. Good luck!
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I disagree with "For scale-based questions, include a neutral midpoint." This is a highly controversial topic and I'm sitting on not adding a neutral midpoint when using Likert scales. I don't see value in "neutrality". I want to prompt respondents to indicate whether their POV is positive or negative.