Course 101 - 8 Key Survey Design Tips

Est. Reading: 4 minutes
April 25, 2024
8 Key Survey Design Tips

8 Key Survey Design Tips - Course 101 for B2B Marketing Audience

As a marketer, gathering information and data is crucial to take the right decisions, measuring the success of your marketing efforts and having a sales projection. Surveys and questionnaires are valuable tools for collecting this information, but to get the most out of them, it’s important to design them the right way. 


Here are eight key survey design tips that you can use to any well-made asset to help ensure that your surveys are efficient, engaging, and effective. 

  1. Set your objectives.

Before you start designing your survey, it’s crucial to know what information you want to gather and optionally, what info you want to return to respondents. This will help you design a survey that is focused on your goals. For example, if you want to measure customer satisfaction with your product, you should ask questions related to their experience with the product, including their overall satisfaction, any issues they encountered, and what they liked or didn’t like about it. 


  1. Provide a clear introduction

An effective survey should start with a clear introduction that explains the purpose of the survey, what information will be collected, and how the information will be used. This will help build trust with your audience and encourage participation. For example, you could include an introduction like this: “We value your opinions and would like to know more about your experience with our product. This survey will take about 5 minutes to complete, and all your responses will be kept confidential.” 


  1. Know your audience

It’s critical to know your target audience when designing a survey. Consider all known aspects of your ideal customer, such as role, industry, and location, to tailor your questions accordingly. For example, if you’re surveying a US, marketing audience, you might ask questions related to their marketing usages, such as: “How often do you use social media to interact with audience?” 


  1. Test your survey with a subgroup

Before launching your survey to your entire audience, it’s a good practice to test it with a smaller subgroup. This will give you the opportunity to refine your questions, identify any issues with the survey design, and ensure that the survey is as effective as possible. For example, you could test your survey with a group of collaborators or partners or a small group of customers to get their feedback and make any necessary changes.


  1. Use a variety of question types

A well-designed survey should include a range of question types, including multiple-choice, open-ended, and rating scale questions. This will help you gather both quantitative data and qualitative insights and give you a more complete picture of your audience. For example, you could ask multiple-choice questions about customer satisfaction and open-ended questions about the reasons for their satisfaction or dissatisfaction.


  1. Avoid leading questions

Leading questions suggest a particular answer and can skew the results of your survey. To avoid this, it’s important to design neutral, unbiased questions and to avoid leading words like “don’t” and “shouldn’t”. For example, instead of asking, “Don’t you think our product is unreliable?” you could ask, “How reliable do you find our product?”


  1. Consider the order of your questions

The order in which you ask your questions can also impact the results of your survey. It’s important to consider the flow of your survey and start with simple, easy-to-answer questions before moving on to more complex questions. For example, you could start with demographic questions and then move on to questions about customer satisfaction and experience with the product. Additionally, consider the relationship between different questions and avoid asking similar questions too closely together. This will help keep your survey engaging and prevent participant fatigue.


  1. Consider next steps

The next stages should be considered while designing a survey or questionnaire. Get insights is one thing, but taking appropriate decisions is crucial, it's essential to review and understand the type of data you'll collect even before it has been collected. Design wisely by considering all of the data you will need to interpret, such as response rates, average scores, and open-ended replies. Be aware that, for an effective reporting, you must consider the presentation style, such as tables, charts, or graphs, as well as the insights you want to communicate to audiences.

Additionally, consider how you will act on the insights gained from your survey, such as doing a sales action, making changes to your product, or adjusting your marketing strategy. By considering the next steps, you can ensure that your survey design is not only effective in collecting data, but also in delivering insights that can inform important business decisions for you and your audience. 



Well-designed surveys can provide valuable insights and help taking important business decisions. By following these key survey design tips, you can ensure that your surveys are both effective and efficient, and that you collect the information you need to make critical decisions. 

Remember to always keep your goals in mind, provide a clear introduction, know the audience, test your survey, use different question types, avoid leading questions, and consider the order of your questions. With these tips in mind, you can create great surveys that are engaging and effective, and that deliver valuable insights for your business. 


LeadSeed is a B2B Conversation As A Platform (CaaP) generating qualified lead using the “give and get” principle and building trust to develop relationships. It combines the latest digital marketing technic with proven sales methodology.





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