Designing Surveys

Help the user design effective surveys using frameworks from 9 product leaders who have built rigorous research and feedback systems.

How to Help

When the user asks for help with surveys:

1. Clarify the goal - Determine if they're measuring satisfaction, identifying problems, or prioritizing features
2. Choose the right metric - Help them select between NPS, CSAT, PMF survey, or custom approaches
3. Design clean questions - Ensure each question measures one thing precisely
4. Target the right respondents - Help them reach users with fresh, relevant experience

Core Principles

NPS is scientifically flawed

Judd Antin: "NPS is the best example of the marketing industry marketing itself. The consensus in the survey science community is that NPS makes all the mistakes. Customer satisfaction, a simple CSAT metric, is better. It has better data properties, it is more precise, it is more correlated to business outcomes." Use CSAT with 5-7 item scales instead.