Your experience with running surveys: wins and struggles?

I'm digging into some research on how survey question working can make or break a survey by introducing bias, and would love to learn about your survey wins and struggles.

What makes you stop and wonder 'Am I doing this right?" or start searching for information on how to set up market research surveys?
What are some of the resources that you found to be helpful?
If you've run surveys in the past, did they help you answer your research questions?
If not, what did you do?
If yes, do you recall any 'aha!' moments that really stood out?

(and if you're working on a survey and want a sanity check, reach out - happy to help!)

Ekaterina Howard

posted to

Customer Research

on July 16, 2021

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I have a rule that has served me well over the years: whenever you try something new, first research whether there are established methodologies and get a handle on their pros and cons.

A good example would be Pricing. Lots of people would just make up some of their own questions. Some would at least Google "pricing survey" and probably come across Van Westendorp -- which would be an improvement. People who dug a little deeper would find things like NMS and Grabor-Granger and some other approaches, which would be great to know about and consider.

I think there are 5 key reasons this kind of research is important:
1. Finding the right tool for the job
2. Understanding what kinds of answers the approach will and won't yield
3. Understanding how to do the analysis, and whether there's an established approach, perhaps already built into your analytical tools
4. Understanding what the answers mean
thereisabear

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2 years ago
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