1. PLAN, PLAN, PLANDefine the objective for your survey and the specific information that you need to gather. Narrow down what you want to know into one isolated problem that you need to fix, and keep the number of questions as low as possible. Think of the customer’s journey through the survey.
2. KEEP THEIR FOCUS
Whilst the survey should be easy to answer, try to vary the answer formats to maintain concentration. For Example use a combination of drop down boxes, free text, radio buttons, scales etc. to find out what they really think.