The Starter Guide to Survey Question Types [eBook]
We’ve learned some things along the way about asking the right types of survey questions, and now, we want to share that knowledge with you!Whether you’re looking to get customer feedback on a new product/service, a singular aspect of your business, or measure overall customer satisfaction, these 12 survey question types will help you extract the right type of feedback.
In this starter guide, you’ll learn:
- How to select the right survey question types
- Best practices for getting actionable customer feedback
- Tips for asking the right follow up questions
- How to recover customers that share negative feedback
Get the Complete Starter Guide
This article highlights 8 of the 12 survey question types. Download the complete guide to get the full list of survey questions and tips!
A few things to note before we dive in: These example survey questions are meant to guide you in the right direction. You’ll have to adapt the language used to suit your business needs.The survey question types outlined in this guide should each be thought of as a standalone question. Your survey does not need to include every question type. The example survey questions are listed in no particular order. Once you’ve chosen the right types of questions for your survey, you’ll need to order them in a way that makes sense. We believe that traditional surveys are annoying and that conversational surveys create a better experience for customers. For that reason, we displayed each example survey question as a part of a conversational survey. Lets get started!
Intro MessageQuestion Type: Statement & Yes/No Use an Intro Message at the beginning of your survey, whether it is initiated by your organization (pictured below) or by the customer.
New vs Returning Customer
Question Type: Yes/NoUse this survey question to understand what percentage of your customers are new versus returning customers. You can later segment all of your data by the answers to this question to see what differences there might be between those two groups.
Reason for VisitQuestion Type: Multi-Select and/or Free Text Use this survey question to understand what products/services your customers came to you looking for. This question type can be helpful for discovering a gap in your current product/service offerings.
Purchase vs Non-PurchaseQuestion Type: Yes/No and Free Text Use this survey question to be able to segment responses by purchasers and non-purchasers. Pro tip: If the customer didn’t buy anything, you can use a Follow Up question to understand why that was. It might uncover some issues in your customer experience that you didn’t know about.
categorize open-ended / free text responses. Otherwise, you’ll have a mountain of responses to sort through manually, which is almost impossible to maintain.
Key ActivityQuestion Type: Yes/No If your customer experience includes an optional activity within it that could impact the decision to buy, you might want to ask about it. For example, a clothing retailer could ask if a customer tried something on, while a grocery store might ask if the customer tried any free samples. You can also use a Key Activity survey question to measure company initiatives. For example, a bank that wants tellers to promote their new app might include a KeyActivity question in their customer satisfaction survey that asks if the teller mentioned the app during their last visit.
In order to keep surveys short (and keep completion rates high), avoid asking too many Key Activity questions in a single survey.If your organization has multiple key activities, you can change the question type to a Multi-Select (multiple choice). Pro tip: You can compare the responses to this question with the “Purchase vs Non-Purchase” survey question to understand the impact the Key Activity has on purchase behavior.
Question Type: Multi-Select or Free TextDemographic survey questions can be used to gather information about your customers such as age, gender, location, marital status, etc. This information can be helpful to find out how your customers’ experiences, desires, and behaviors vary among different groupings.
ImprovementsQuestion Type: Free Text Use this survey question type to understand how your organization can improve the customer experience. By asking just one question like this, you can uncover what is most important to the customer. It’s important to let customers answer in their own words here, so as not to limit their options. You want honest feedback that truly represents the voice of the customer. Since this is a Free Text survey question, it’s important to make sure that your survey software can read responses, categorize them by topic, and understand the sentiment behind it (positive/neutral/negative).
StrengthsQuestion Type: Free Text Think of this as the opposite of the Improvements question. This survey question helps you understand what your customers love about you. Again, use a Free Text question type here to avoid inserting your organization’s own biases into the responses. You might actually be surprised by what you learn!
Paired with the right customer feedback technology, these example survey questions are a great start to understanding your customer experience.
There are 4 more important survey question types that are not covered in this article. Download your free copy of our eBook, The Starter Guide to Survey Question Types, to get the complete list of survey question types.