Designing Surveys

Scope

Covers

• Designing product surveys that answer a specific decision (not “general feedback”)
• Choosing the right audience, sampling, and timing (including “best customers” cohorts)
• Writing clear, unbiased questions and using good scales (CSAT vs NPS guidance)
• Building an instrument that works on mobile (logic, required fields, option visibility)
• Planning analysis and turning results into decisions and follow-ups

When to use

• “Design a customer survey for…”
• “Create an onboarding survey to profile users / separate buyer vs user.”
• “We need a CSAT/NPS/PMF survey.”
• “Draft a cancellation / churn survey.”
• “Help me write survey questions and an analysis plan.”