One of the most practical courses I took in grad school was an entire course on Survey Research (I know, it’s hard to believe). It was actually incredibly helpful! The insights from a well-designed survey can be pivotal in guiding an organization’s next steps. To help you create an effective survey, here are several tips that have served me well in multiple leadership roles over the years:
Establish a Clear Purpose for the Survey
If you can’t state the purpose of your survey in one sentence, reconsider moving forward. A survey without a clear purpose is a waste of time for both you and your respondents.
Ask Purposeful Questions
Every question should align with and serve the survey’s overall purpose. Take the time to identify the purpose of each question—this will help you stay focused and ensure that your questions are on point.
Keep the Questions Focused
Respect your respondents’ time by making sure every question is concise and easy to understand. Avoid unnecessary complexity and focus on clarity.
Use Some Open-Ended Questions
While multiple-choice or yes/no questions can provide useful data on general trends, open-ended questions offer deeper insights. These responses can help you interpret the trends and understand the nuances behind the data.
Ensure a Balanced Rating Scale
It’s easy to unintentionally create a rating scale that leans toward positive assessments. To get a true picture, balance your scale to give equal weight to both positive and negative responses (e.g., 1=poor, 2=fair, 3=average, 4=good, 5=excellent).
Pilot-Test the Survey
Before sending your survey to your target audience, test it with a small group. Their feedback can help you refine and strengthen the survey, ensuring it resonates with the wider group.
Give Your Target Audience Advance Warning
Whenever possible, let your audience know that a survey is coming. This heads-up can get them thinking about the survey topics in advance, which often leads to a higher response rate.
Conduct the Survey Online
Using an online survey platform like SurveyMonkey or Google Forms simplifies both data collection and analysis. However, consider offering a paper option for those who may not be comfortable with online surveys.
Publish a Survey Completion Date
Creating a sense of urgency by setting a deadline—two weeks is often a good timeframe—can motivate people to complete the survey promptly.
Send Out Reminders
Reminder messages can significantly boost your response rate. Personalized reminders, such as emails or letters, can be particularly effective.
Establish Realistic Expectations
While it’s natural to hope for a high response rate, the reality is that the average return rate for surveys is around 10%. Following the tips in this blog can help you achieve a higher rate, but it’s important to keep your expectations realistic.
Look for Themes and Discrepancies
When analyzing the data, look for recurring themes, but don’t overlook outlier comments—they might offer new and productive insights that could guide your organization in unexpected ways.
Include Others When Interpreting the Data
Biases can easily influence how we interpret survey data. Involving others in the analysis process can help minimize these biases. For instance, I often start with a preliminary assessment and then invite others to review and interpret the data.
Provide a Survey Summary
After the survey is completed, share a summary of the findings with your participants and stakeholders. When people see that their input has shaped the survey’s recommendations, they’re more likely to support and act on those recommendations.
Conducting a meaningful survey requires significant effort, but it’s an investment that can yield valuable insights. By taking the time to understand your current situation, identify priorities, uncover root causes, and explore solutions, you position your organization to better achieve its mission.