Tips to design customer experience questionnaires and overall program design.

1. Kinesis CEM, LLC
Keys to Customer Experience Research Success: The Professional Art of Questionnaire Design
https://blog.kinesis-cem.com/2014/05/28/keys-to-customer-experience-success-the-professional-art-questionnaire-design/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies.
Mr. Larse can be reached at elarse@kinesis-cem.com.
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 info@kinesis-cem.com
Keys to Customer Experience Research Success:
The Professional Art of Questionnaire Design

2. Inexperience with both
the art and science of
questionnaire design,
conspires to cause
inexperienced
researchers to miss out
on building a research
tool customized to their
specific need.
The Problem

3. Questionnaire design is a
professional skill fraught
with many perils for the
inexperienced; the
following process will
eliminate some common
mistakes:
A Design
Process

4. Defining research
objectives prior to making
any other decisions about
the program is by far the
most effective way to
make sure your program...
Define
Objectives

5. Stays on
Track
Define
Objectives

6. On BudgetDefine
Objectives

7. Produces results
that drive
business success
Define
Objectives

8. Once a set of
objectives has been
defined, questionnaire
design naturally falls
out of the process.
Writing the
Survey
Instrument

9. Simply write a
survey question
for each objective
Writing the
Survey
Instrument

10. Placement of every
question should be
considered to avoid
introducing bias into
the survey.
Question
Order

11. Place overall
satisfaction questions
early in the survey to
avoid biasing the
results with later
attribute questions.
Question
Order

12. Keep phrasing
neutral to avoid
biasing the
respondents one way
or the other. Question
Phrasing

13. Consider how the results
will be reported and
analyzed.
Make sure the survey
instrument captures the
data needed for the
desired analysis.
Anticipate the
Analysis

14. If you are not sure what
you are doing, seek a
professional to help you
rather than field poor
research with a do-it-
yourself tool.
It’s a
Professional Art