I’ve been putting together a survey to send out to selected segments of our audience to find out more about their motivations for buying tickets, and their buying behaviour. It’s surprisingly difficult to come up with unbiased questions that will really result in the data we need, without forcing answers upon people, or encouraging them to fill in any old box (hands up if you have ever selected random answers to badly worded or irrelevant questions, just so you can get to the end of the survey…).
I sent my first draft to my Mentor Ron Evans, who had some useful feedback:
Can you simplify the questions?
Plain English please!
What information are you seeking to gain from each question?
Are all the answers really relevant to the question?
Do all questions fit within a logical (and short) structure?
If you are asking people what they’d be interested in, can you really offer them those things? If not, why are you asking the question?
Include an ‘other’ option where needed – it takes a bit more time to analyse the results, but you might pick up really useful feedback.
Needless to say, I’ve gone back and restated the survey’s objectives and done a big rewrite. I’ve sent it to several people outside the organisation to check that it is jargon free, easy to understand, and quick to complete. I’ll be sending it out in September – and can’t wait to see the results.