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Survey and measurement design

Surveys tend to get longer as each team adds its own questions. We review or design your surveys and the metrics behind them, so the results are reliable and someone can act on them.

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When it helps

Signs you need this.

  • Completion rates are low or falling.
  • Results are challenged in every meeting.
  • The survey has grown by a question a quarter for years.
  • You're deciding between NPS, CSAT, effort or a mix.
  • Scores can't be compared across markets or languages.

How we do it

How we design a survey.

  1. Purpose

    We confirm which decisions the survey must inform. Questions that inform none are removed.

  2. Metric choice

    We select the headline and supporting measures for each touchpoint and explain the trade-offs.

  3. Questions and scales

    We write clear, single-idea questions with consistent scales, and order them to avoid bias.

  4. Logic and length

    We use routing and operational data to keep each respondent's path short.

  5. Testing

    We test with people outside the project, then check early data for drop-off and patterned answers.

What you get

What you have at the end.

  • A survey document with wording, scales, routing and build notes
  • A measurement framework showing which metric is used where and why
  • A marked-up audit of any existing survey
  • Guidance on translation and comparability
  • A change log, so trends stay interpretable

From our principal consultant's work at Qualtrics

Ran dozens of design workshops for a telecoms operator and led its move from NPS to a satisfaction measure. Aligned the core surveys across dozens of affiliates of a global pharmaceutical company.

Done as part of Qualtrics teams, before UnfoldCX was set up. Qualtrics was the contracted party. More experience

What we need from you.

  • The surveys you run today, with recent results
  • The decisions each survey is meant to inform
  • Stakeholders for a short round of interviews
  • A test audience from outside the project

Questions

Questions you may have.

Should we use NPS?

NPS suits relationship tracking. For a specific interaction, a satisfaction or effort measure usually tells teams more about what to fix. We help you choose, and manage the switch if you change.

Can you review a survey we already run?

Yes. A review is a small piece of work and often the best place to start.

How long should a survey be?

A transactional survey should take a couple of minutes at most. We set the length from what you'll act on and cut the rest.

Related

Related services.

Next step

Tell us where your programme is.

The first call is free and carries no obligation. You'll speak to our principal consultant, who would lead the work.

Request a discovery call info@unfoldcx.com