As a marketer, conducting research for your brand—or on behalf of a client—often involves much more than simply reviewing analytics. When deeper insights are needed, especially those rooted in audience opinions, surveys can be a powerful tool.
However, crafting a survey that not only engages participants but also delivers valuable data can be challenging. In this article, we break down some of the most common survey mistakes—and how to avoid them.
Poorly Worded Questions
One of the biggest pitfalls in survey design is using unclear or confusing language. If your questions are ambiguous, participants may misinterpret what you're asking, which leads to unreliable results. The best approach is to Keep It Short and Simple (KISS)—write questions that are easy to understand and leave little room for misinterpretation.
Be mindful of how your questions align with your response options. A common mistake is using double-barreled questions, which ask two things at once but only offer one response.
Example:
"How satisfied are you with our service and food quality?"
This makes it difficult for respondents to answer accurately if their opinions differ between the two.
Too Long or Time-Consuming
Survey length plays a huge role in participation. If your survey is too long, participants may rush through it, skip questions, or abandon it altogether—resulting in skewed data and wasted resources.
Efficiency should be a priority during survey design. Clearly state the estimated time to complete the survey and the number of questions upfront. This transparency sets expectations and helps attract participants who are more likely to complete it thoughtfully, giving you higher-quality responses.
No Clear Purpose
Just like a survey that drags on, one without a clear objective can collect irrelevant or unfocused data. Every survey should have a defined goal, and your questions should flow logically to support that goal.
When a survey lacks structure or includes questions outside of its purpose, respondents may feel confused or disengaged. That can lead to poor data—or worse, complete drop-off.
A well-designed survey:
• Has a clear goal
• Asks focused, relevant questions
• Is quick and easy to complete
Final Thoughts
Avoiding these common mistakes can significantly improve the outcome of your research. Whether you're gathering customer feedback, testing a concept, or evaluating brand perception, a clear, concise, and well-structured survey will lead to more accurate insights.
No matter your objective, following these tips can help you create surveys that are both meaningful and effective. Better surveys lead to better decisions—and that’s a win for any marketer.