Crafting the Perfect Survey: Key Strategies for High-Quality Data

Have you ever created a survey? A survey is a research method designed to collect data from a sample group with the aim of understanding a larger population. Not only can it gather diverse information, but the entire process can also yield useful insights. However, crafting a survey that secures high-quality data is never easy.

Why a Perfect Survey Is All About Design

While a high response rate is obviously important, the most critical element is the design of the survey before it’s deployed. From the overall flow of the survey to the quality of the questions—and even the way respondents are treated—there are many factors to consider when designing a survey.

Certainly, there are countless types of surveys (for market research, collecting customer databases, etc.), each with its own unique goals. But they all share one fundamental objective: collecting accurate, undistorted data. In other words, the solidity of a survey’s design essentially dictates the quality of the information gathered. This is why Walla provides guidance to help many users create robust and effective surveys.

Preparing to Build the Perfect Survey

To develop a sound survey, it’s crucial to plan effective questions. But if you want to reduce dropout rates and increase participation before respondents even see all your questions, here are two key points to keep in mind:

1. Shorter Is Better
   In the mobile age, where most experiences are concise, the same applies to surveys. Trying to get too much information at once by creating an overly long survey can tire respondents, raising dropout rates and making it harder to obtain the data you need. You may also end up with too few completed responses, and even if people finish the survey, the quality of their answers could be quite poor.

2. Clearly Define Your Survey’s Purpose
   A vague objective can weaken engagement and dampen the atmosphere surrounding your survey. If your survey has a clear focus and goal, it naturally gains more attention. This heightened interest can help guide respondents to complete the survey or adjust the flow if you notice people dropping out partway. Consequently, respondents will be more inclined to finish, resulting in a successful survey.

If you’ve got these two points in mind, let’s talk about how to craft your questions.

Designing a Successful Survey Flow and Writing Effective Questions

Because there are so many different kinds of surveys, let’s focus less on what questions to ask and more on how to write them effectively.

1. Engage Respondents as if You’re Having a Conversation

   • Ask only one thing per question. In an attempt to shorten the survey, you might pack multiple points into a single question, but that can lower the quality of responses. Just like when speaking to someone in person, discussing multiple topics at once can muddle the conversation.

   • Approach personal questions gradually. You wouldn’t discuss sensitive topics the moment you meet someone, and it’s the same in a survey. Start with lighter questions, then move toward more personal ones so respondents don’t feel pressured.

2. Tailor Everything to the Respondent

   • Most surveys are not directed at specialized groups, so keep your questions as simple as possible. If the language is too technical or difficult, respondents might think the survey doesn’t apply to them and quit. Make sure questions are concise, focusing on key terms only. However, be cautious not to oversimplify to the point that the question’s core content is lost—something like “Do you like chocolate?” might feel too abrupt or lack context.

   • Use closed-ended questions whenever possible (e.g., multiple choice or dropdowns). By offering ready-made options, you make it easier for respondents to answer, which typically leads to more accurate and abundant data. Open-ended questions are still useful for collecting a variety of information, but too many can raise respondents’ fatigue levels. One or two such questions at the end (or mid-point) of the survey is often sufficient.

3. Avoid Asking Predictive or Speculative Questions

   • Not all answers will be valid or reliable. Sometimes, in an effort to get more precise data on ambiguous topics, researchers may ask respondents for predictions or guesses. While accuracy is crucial, it’s better to reduce the potential “guesswork” by specifying a concrete scope.

   • For example, instead of asking, “How many times do you drink alcohol in an average week?”, you could ask, “How many times have you had alcohol in the last seven days?” Being more specific lowers the risk of collecting vague or inaccurate data.

4. Offer Incentives

   • You’ve likely come across promotions like “Participate now for a free gift card!” Offering incentives—such as discounts, gift cards, or other perks—can help attract respondents. Because nobody wants to spend their time for free, leveraging these benefits can significantly improve survey retention. On the downside, some might participate only for the reward, providing rushed or low-quality answers. To avoid wasting incentives and gathering unnecessary data, consider offering relevant perks to your target audience rather than purely monetary rewards.

Naturally, there’s much more to consider if you want to create a truly successful survey. It isn’t easy to reach perfection. That’s why Walla offers templates containing best practices to help users design better surveys more conveniently. We provide a wide range of templates tailored to different goals, and we continuously release new ones based on user feedback.

Starting with a Walla template could be just the thing to make the challenging path to a perfect survey a bit easier.