Happy customers are key in every business, which means you’ve got to know their thoughts, feelings and ideas.
Asking the right questions in a survey can get you this type of information—but it’s just as important to be sure you’re getting answers from the right people.
What do we mean? Let’s say you own a successful coffee shop, but you want to get feedback from customers about your products. Sometimes it just won’t do to ask coffee drinkers about the quality of your Earl Grey or vegans about your ham and cheese croissant.
So here are 2 survey design tips that’ll help you be sure that your survey respondents are only answering questions that apply to them. That way, you get high-quality feedback to pinpoint exactly where you can improve.
Tip #1: Skip respondents ahead to relevant sections
Your survey can include questions that target each group specifically (e.g. coffee drinkers vs. tea drinkers). But you should use Skip Logic so that your respondents can skip ahead to the part of the survey that’s applies to them:
1. At the beginning of the survey, set up a broad multiple choice question that separates your respondents into segments. For example, you could ask your customers about their favorite type of drink at your coffee shop.
2. Design a page for each of the answer choices (one for coffee, one for tea, etc.) and ask the burning questions that you have about each specific topic. Go back to your first question and add Question Skip Logic by clicking the Logic tab.
3. Use the dropdown menus next to each question to skip coffee drinkers to a page with coffee-specific questions or tea drinkers to a page with tea-specific questions:
4. Then, apply Page Skip Logic to each of the follow-up pages. This will allow you to send all of your respondents to a page where you want responses from everyone. For example, you could ask them about the general customer service in your coffee shop.
5. Sending your respondents to the wrong part of your survey can ruin your data, so make sure you check your Skip Logic very carefully!
Tip #2: Disqualify the disinterested respondents
“Disqualify” may sound mean, but sometimes it’s best to make sure that you’re not getting useless data from folks who don’t know or care much about the topic. Adding a Disqualification Page will allow you to take these people out based on their answer choices.
It works similarly to Skip Logic:
1. When you ask, ‘”Which do you prefer? Coffee, Tea, Smoothies, Juice, Pastries” in the first question, you can add a “None of the above” option. If respondents select “None of the above,” you can simply disqualify them from the rest of the survey by changing the skip logic dropdown to Disqualification Page:
2. Once the respondent is disqualified, you can send them to a friendly page that thanks them for their time. Customize your Disqualification Page under the Collect Responses tab:
3. And when you analyze your data, you’ll be able to see who was disqualified from within the individual responses. Check it out:
Using Skip Logic and Disqualify Pages is a useful way to get the survey data you want. As a bonus, when customers get questions tailored to them, it can make them feel like their voices are being heard and that they matter to your business.
Giving a coffee fanatic the chance to suggest their favorite roast may make them feel closer to your brand. Meanwhile, you gain valuable feedback. It’s a win-win!
Have more questions about Skip Logic and Disqualify Pages? Let us know in the Comments below.