Surveys and Sampling:
HOW TO DESIGN A SURVEY
THAT RESPONDERS WANT
TO ANSWER
SURVEYS DON’T NEED TO BE BORING!
+ We created a “traditional” survey and a new and improved “fun” survey to collect data from nearly 1000 people about gaming
opinions and behaviours. The questions and answer options were the same, but the grammar and word choice was different.
VS
Compared to the “traditional” survey, the “fun” survey produced:
+ Similar or better data quality: Straightling did not increase and speeding did not increase.
+ Same action outcomes: Top and bottom answers were always top and bottom answers.
+ Better survey engagement: Open ends were longer, survey evaluation scores were
more positive.
Here is how YOU can
write better surveys too!
1. INJECT PERSONALITY INTO
YOUR INTRODUCTION
INJECT PERSONALITY INTO YOUR INTRODUCTION
+ Be genuine, be brief, and keep it reasonably generic
What we usually say:
“This may not be
A funny cat video
but we’d love your
attention just the
same. Thanks for
sharing!”
Thank you for participating in this survey. Your
careful and honest opinions help improve existing
products and create brand new products.
What did responders tell us?
“Have we told you
lately how much your
opinion means to us?
Thanks for sharing!”
But in our test we said:
Thanks a bunch for answering this survey! May
the survey force be with you.
What did responders tell us?
I enjoyed taking this survey.
"May the survey FORCE be with you." Was a nice
hilariously awesome thing to see. I laughed a lot.
I found this to be an interesting survey. Thank
you.
Good job, sir! If I had a fedora, I’d tip it in your
direction.
It was a good survey.
I laughed out loud the way some questions were
phrased, I wanted to say this is the most
refreshing survey I’ve taken I had a lot of fun.
Good questions.
I loved the survey it was the coolest most
bombest survey ever!!
2. THERE IS NO SUCH THING AS
A PERFECT QUESTION
THERE IS NO SUCH THING AS A PERFECT QUESTION
+The same question can be asked in unlimited ways. Why not choose an interesting way?
What we usually say:
But in our test we said:
Which of the following gaming systems…
• Do you currently own?
• Have you used in the past 3 months?
• Have you used in the past week? (Please
select all that apply in each column)
Which systems do you...
• Own?
• Use?
• Use a lot? (Please select all that apply in each
column)
What is your favorite video/computer game?
If you could only play one video game for the rest
of your life, what game would you choose?
Have you ever lined up at a store so you could be
among the first to purchase a new
video/computer game? (Please select only one)
Are you one of those people who lines up at
stores to be the first to buy a new game? (Please
select only one)
How much do you approve or disapprove of these
kinds of advertising in video/computer games?
(Please select one in each row)
Love 'em or hate 'em, ads are everywhere. Do you
approve or disapprove of these? (Please select
one in each row)
Focus on what you
need to learn, then
get that information
in a fun way.
3. ANSWER OPTIONS CAN BE
FUN TOO
ANSWER OPTIONS CAN BE FUN TOO
What we usually say:
You can be
precise without
being stuffy.
Continue to use precise
frequencies if you need
to, but once in a while,
add a little extra touch to
put a smile on your
responder’s face.
But in our test we said:
Every day
Every day. I think I’m addicted!
More than 10 hours
More than 10 hours. You can’t make me stop!
No one, you normally play by yourself.
My, myself and I
Never
Never. I have better things to do!
4. OPEN ENDS
OPEN ENDS
+Always give people a place to write their final conclusions or rant if they need to.
What we usually say:
But in our test we said:
Please describe 3 reasons why that is your
favorite video/computer game.
Give me 3 good reasons why!
Is there any other information you would like to
share with us regarding your opinions and use of
video/computer games? (Answer if you wish)
Sharing is caring! Is there anything else you'd like
to share about gaming? (Answer if you wish)
Compared to other surveys you have taken, what
is your opinion about this survey? (Please select
one in each row)
What did you think of this survey? (Please select
one in each row)
This is the last page of questions. Is there any
other information you would like to share about
this survey? (Answer if you wish)
This is the end, my friend. Is there anything about
this survey you'd care to share? (Answer if you
wish)
Make it
voluntary and
let them know
it’s voluntary.
May the survey writing
force be with you!
hello@peanutlabs.com
www.peanutlabs.com