Plus Republic


Suite 203, 8708 48 Ave.
Edmonton, AB
Canada  T6E 5L1

Tel: (780) 989 0606
TF: (855) 715 0999

Survey Says. . .

May 29, 2014

Surveys can be a valuable tool in measuring your success and helping your company adapt to customers’ needs.

Sometimes, however, the practical function of a survey gets lost in a desire to pick your customers’ brains a little too thoroughly. Here are our tips on creating a meaningful survey:

Only ask actionable questions: Only ask questions that will give you direct insight into how you can improve your services. Don’t ask your customers to rate product quality, price, or shipping time unless you are able and willing to change them. If you’re going to bother your customers to complete a survey, make it worthwhile for you and them by making changes based on their feedback.

Be specific: If you ask for your customers to rate their overall satisfaction with your services, you’ll never know which services you can improve upon and which are fine as they are. Break it down into categories so you can identify specifically what you’re doing right and what can be improved.

Don’t offer a copout: If you include “no opinion” as a possible answer, you better believe people are going to choose it because it’s convenient. Give them a wide enough range of answers to accurately capture their opinion so that the results are reliable. Keep in mind that “not applicable” is different from “no opinion.” Offering a “not applicable” option is reasonable as some questions won’t apply to everyone.

Let survey recipients know what to expect: tell your customers at the beginning of the survey how many questions there will be, or include a progress bar. Otherwise, they might lose interest and not complete the survey at all. You might even consider emailing them a couple of days in advance to let them know that they will be receiving a survey.

Ask the most important questions first: As hard as you try, you won’t be able to get everyone to finish the survey. However, you can put the most crucial questions up front so that if a customer quits halfway, you’ll still have collected the most important data.

Use a survey tool: Don’t try to design your own survey using a Word document or a spreadsheet. That’s going to create more work for you and make it difficult to evaluate and compare results. There are plenty of survey programs available at a range of prices. There are free ones available if you’re looking for something basic, or you can pay a little extra for sleeker design, more formatting options, and more sophisticated analytics. If you’re overwhelmed by the options, we can give you a hand.

If you’re interested in designing a survey for your clients, give us a call at (780) 989 0606 or email us at We’ll help you create a survey that produces valuable results!

Photo credit: Daniel Oines