#22 — Effective survey design for startups
May 21, 2024•2 min read
Get actionable go-to-market insights delivered weekly. No fluff, no spam, just essentials.
Get actionable go-to-market insights delivered weekly. No fluff, no spam, just essentials.
Why it matters: Effective surveys can triple response rates, refine product development, improve operations, and strengthen user relationships. For startups, this direct customer feedback is invaluable.
The big picture: Most surveys fail because they frustrate users while confusing teams. Our research team identified four principles that transformed their survey effectiveness.
Principle 1: People aren't here for surveys
Make it about them, not you
- Frame surveys as benefiting users ("Help us make this page more useful for you")
- Ensure every question has comprehensive answer options (include "Not sure" and "Other")
- Avoid overlapping answer choices (use "1-5" and "6-10" instead of "1-5" and "5-10")
- Use language that encourages subjective responses ("roughly," "in your opinion")
- Limit free-response questions to one, placed at the end
Reality check: Users visit your site to accomplish tasks, not take surveys. Make the experience painless to increase completion rates.
Principle 2: Surveys are branded content
Your survey = your brand
- Apply the same quality standards as public-facing content
- Avoid sensitive topics unrelated to your product
- Respect users' time by only asking essential questions
- Test with diverse reviewers before sending
Between the lines: Every survey is a direct message about your company's priorities and respect for user time.
Principle 3: Define and decouple concepts
Clarity is everything
- Describe key concepts in detail (e.g., "online payments through companies like Stripe, PayPal...")
- Never combine multiple concepts in one question ("quick and easy")
- Be specific with relative terms ("multiple times daily" vs. "often")
The bottom line: Most survey problems stem from complexity and ambiguity. When in doubt, provide context and simplify.
Principle 4: Undercut agreeability
Get honest feedback
- Revise leading questions ("How would you rate this?" vs. "How great was this?")
- Avoid agree-disagree scales when possible
- Explicitly invite criticism and candid responses
Why it works: People naturally tell you what they think you want to hear. These techniques counteract that tendency, delivering more valuable insights.
Go deeper: Start by telling users you want their honest feedback, and always leave room for additional comments at the end of your survey.
Keep reading
#23 — What investors actually want from your early-stage startup pitch
Tell your company’s story more effectively, including specific details that matter to investors.
#24 — Cold Take: You're going to fail your first pilot, and that's okay
Most startups fail their first pilot, but successful founders use these early setbacks to gather critical feedback.
#25 — Your first 10 B2B customers
Scrappily start your sales process by identifying, approaching, and converting prospects into customers one at a time.