10 Tips for Designing Effective Surveys

Sure, you already know that data-driven decision-making can be a great thing. And a survey can be a great way of getting hold of a lot of data. But if you've ever had to complete a frustrating survey asking seemingly mindless questions, and we all have, then the idea of having to design one yourself might make you shudder.

Caroline Jarrett will talk about how to rescue already-in-progress surveys and strengthen their performance, as well as how to approach new surveys from scratch. The next time you need your surveys to obtain useful user data, you'll have some practical ideas on how to get the best from them.

Entice site visitors to participate in surveys

You'll establish trust and help the user feel special.

  • Offer a meaningful, immediate reward to pique users' interest
  • Focus on the questions that deliver the insights you need

Get users to engage with your questions

You'll stop stressing about the number of points in your rating scale.

  • Refine questions so they're crystal clear
  • Write interesting questions that users really want to answer

Help your users answer questions accurately

You'll learn to write questions that users can actually answer for your organization.

  • Allow for answers that are different to the ones you expect
  • Deal with the challenge of your users not being as interested in your design decisions as you are

Deliver survey feedback to stakeholders

Effective surveys start from knowing what decision you'll make based on the results

  • Communicate findings in ways that encourage decision-making
  • Know that Most Crucial Question to ask

If you've ever heard, "Let's do a survey," then register now so you can learn to obtain insights through a pragmatic method that facilitates clearer decision-making.

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Caroline Jarrett

When Caroline Jarrett consulted with the UK tax authorities on how to deal with large volumes of tax forms, she encountered a massive challenge of getting accurate user feedback.

Caroline says "My deep, dark secret of surveys is that I'm just as likely to talk a client out of doing a survey as suggesting one. But if you're tenacious, thorough, and prepared to invest properly in your survey then you'll be rewarded with valuable insights".

And if you can imagine the savvy required to survey users about tax forms, then you can probably understand why Caroline is leading this seminar. She's exactly the kind of incredibly detailed and experienced expert you want as a teacher.

So, in short, we couldn't be more thrilled to have her.

Caroline is co-author of Forms that work: Designing web forms for usability. She's been writing and presenting on survey design since 2002, and currently writing her next book on survey design which Rosenfeld Media is publishing later this year. In the meantime, follow her on Twitter @cjforms.