3 Tips to Design an Effective Survey

Surveys can be a helpful tool when it comes to strategic planning. Or for any group consensus for that matter! Whether you need to gather feedback on your plan from key stakeholders or consult staff before starting the planning process, a survey can do the trick - if done correctly. This article will cover key considerations for developing an effective survey. 

I'll also link to some free survey-building tools at the end of the article in case you still need to set up one.

1. Your survey needs a goal.

We love goals at Mosaic Engagement. Goals are your north star. First, consider: do we need a survey at all? If you answered yes, why? If you know why, you need to ensure your survey fulfills that why.

For example, your organization is primarily run by a volunteer board and a small staff. The board is leading the strategic planning process, but the day-to-day staff also need their voices represented in the plan. In this scenario, the survey can be used to bridge the gap between the board and the staff. Without it, there's a risk of the board creating a strategic plan without enough context of the day-to-day operations and staff capacity.

2. Your survey should be short and straightforward.

There are a few pieces to this tip. First things first, complex language leads to confused responses. Ensure your respondents understand the questions by using clear, concise language. Precise language is essential for surveying the general public or other people unfamiliar with common company language.

For example, here's a wordy question: Consider your geographic area within a range of 50 km. Which of these stores are in closest proximity to your residence?

Here's a more straightforward way to phrase the same question: Which of these stores is closest to where you live?

You'll get the same response either way, but with the second question, it's a more positive experience for your respondents. 

Similarly, we recommend keeping your survey short and making every question count. Your respondents are likelier to complete the survey and provide valuable feedback when it doesn't feel like a significant mental chore.

Also, be careful of adding too many open-ended questions. It takes time for respondents to fill in the blank, which can be tiring. It can also lead to inconsistent data. For example, a common survey question is, "How did you hear about us?" Rather than leaving the question open-ended for someone to fill in, list the places they may have heard about your organization - social media, from a friend, website, etc.

3. Phrase your survey questions with care.

Skewed data is the last thing you want. Stay away from absolute or leading questions to ensure your data is as accurate and valuable as possible.

For example, rather than saying, "Do you always eat breakfast?" Say, "Do you eat breakfast?" The word "always" is an absolute to steer away from.

Leading questions imply the response you want within the survey question itself. Doing so can cause the respondents to answer how they think they're supposed to rather than how they truly feel.

For example, saying, "How do you feel about our friendly staff?" is a leading question because "friendly" implies you feel positive. 

All in all, surveys are beneficial tools and can effectively gather feedback if you follow the three simple tips. The tips may seem self-explanatory, but we often see surveys put together quickly and in need of more consideration for the people filling them out. The steps force you to slow down and thoughtfully craft each question with intention. At Mosaic Engagement, we do a lot of staff engagement, volunteer engagement, and stakeholder feedback surveys for strategic plans and other projects. Get in touch if you'd like some extra guidance! 

Bonus tip! If you're concerned about people not taking the time to fill it out, be sure to include an estimation of the time needed to complete it. When people have more information, they can make a better decision.

Annnnnd, you could always consider offering an incentive. Incentives encourage participation, and respondents will take more time and care in filling out the survey when there's something in it for them. 

Free survey tools: 

1. Google Forms

2. SurveyPlanet

3. Mailchimp

4. Typeform

5. Survey Monkey