No one likes being interrogated. However, in marketing, we need to ask questions in order to understand. The problem is that, sometimes, the difference between a brilliant insight and useless data comes down to a poorly worded question.
A questionnaire should feel like a good conversation: fluid, logical, and respectful. If you’re designing your next research study, make sure you avoid these classic mistakes.
1. The order of factors does affect the outcome
Don’t start by asking for personal ID details. A questionnaire should move from general to specific. Begin with simple questions that build trust, and leave personal data until the end—always explaining how it will be used. Professional courtesy comes first.
2. Beware of “loaded words”
Terms such as “monopoly,” “always,” or “never” can add bias or pressure to a question. If you ask, “Don’t you agree with the VAT increase?”, you’re cornering the respondent. Aim for neutrality. The most valuable data is the most honest—not the data that confirms your assumptions.
3. One question, one answer
This is the most common mistake: double-barreled questions. If you ask about the “cleanliness and speed” of a service, and the customer thinks it’s clean but slow, you’ve blocked them. Divide and conquer: one metric per question.
4. Don’t force your customer to do complex calculations
Do you know how many liters of water you drink per month? Probably not. Avoid asking for complex calculations or heroic memory efforts. If a question is difficult to answer, users will either make up the data or abandon the survey.
5. Less is more (much more)
If you include questions “just in case” or as filler, you’re stretching things too far. Every question should have a clear business objective. If you don’t know what you’ll do with the answer, delete it.
6. The third-person technique
For sensitive topics (very private or potentially embarrassing habits), it’s often better to ask, “What do you think most people do…?” rather than addressing the respondent directly. This projection helps us obtain answers that are much closer to reality.
iuni insight: A good questionnaire is one that users complete without feeling like they’ve done any work. And we won’t even open the debate about response rates—especially in B2B—because that’s a topic for another post 😉
Do you want to professionalize your satisfaction surveys and obtain data that truly drives your marketing decisions? Discover how iuni can help you with your next research project.
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