December 5th, 2019
Surveys have such a horrible reputation. Just the mention of the word conjures images of scammy work-from-home ads, grossly manipulated statistics and at worst, utter dismissals by cynics.
You’ve probably questioned survey results many times before, whether you:
The truth is that the skepticism isn’t completely unfounded. Surveying has a dark cloud hanging over it which makes it difficult for people to completely trust results: the practice of forcing surveys to validate a pre-determined narrative.
Surveys are meant to validate. They are a tool to prove / disprove, explore a new space, test ideas, solicit feedback, etc. so that you and your team can make decisions. However, there is a very fine line between extracting insights to help you make an informed decision and basically curating statistics and numbers to paint the story you need.
Survey creation and analysis is an art form; there is no single best way to do it. One of the hardest things is to keep everything as objective as possible.
From writing the survey on your own to listening to someone else’s results, the following are a few red flags you should look out for:
Granted, these things do happen by accident — especially from inexperience — and even seasoned pros are guilty of it too. While being able to recognise and avoid these issues are skills that are learned through experience, we believe that everyone should have access to the knowledge they want.
That’s why we (Ali Grimaldi and I) are building a free and open-source knowledge base and community to help individuals / teams make surveying a credible and respectable tool within their organization.
We want to pool together experiences that can help individuals / companies extract valuable insights around customer experiences, concept validation, product-market fit, etc.
This is part of a series of articles that we will be publishing over the next few weeks / months. We are also working on a knowledge base that we aim to go live in the next 3 months.
Next week we will be talking about how to write a good survey without breaking the bank.
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This is a database of basic survey questions. Free for anyone to access and use. New questions added everyday!
Tzeying has been doing UX Strategy & Research across 7 countries in the Asia-Pacific for 10+ years.
Alexandria has been doing concept validation and development in the US and Asia for 3+ years.