Try to ask a neutral question
Always try to ask something neutral, avoid leading questions because it won’t add any value to your research. Leading questions are intimidating.
Consider this if you ask someone about a bill splitting feature in the e-commerce app most of the people will say “yes” even though they don’t need it. If you add it they might not use it twice (might use once for your satisfaction).
Another example could be “Why do you like this?” Instead of “What do you think of this?”
Easy and simple Questions
Keep the language, meaning, and context clear for all the questions. If they need to ask someone about the question or to Google, the meaning you haven’t done your job effectively.
If your survey is supposed to send to different regions or countries, consider adding support in the local language. Also, keep in mind questions would be different.
Keep it Transparent
If you are using the data that some people might have a problem sharing it publically, tell them upfront in the beginning. Ask them if they are comfortable to share these details with you? If they agree then only proceed.
If you be honest with your users that what you are going to use their data by telling a few benefits you are more likely to get the qualitative data.
Respect your user’s anonymity
Privacy means everything to the users! If you ask someone to share their phones with you for 5 minutes. There are two things that would keep bugging them first is their privacy and second is you may run away.
So, the real life reflects in the digital world as well. Ask them do they want to share their names, gender, age and other determining factors or not. But before that ask yourself do you really need that data?
Design for Conditionality
Some questions are meaningless to some users because they do not fit the personas or this question might be dependent on the last questions to which user choose an option after which this question does not apply.
Try to apply logic in those questions so that users can avoid those questions that aren’t meant for them.
Keep it open
Try to keep the questionnaire open as possible to get the preference, cause, motivation, and reason for the particular actions, response or reactions.
For e.g. If you are conducting a survey for using a particular product and you ask question “do you use x?” answer would be yes or no you would get a quantitative number but if you ask “How would you describe x?” you get a reason they might haven’t explored it, liked it or possibly thousand other reasons.
Ask one concept at a time
Avoid questions that contain two concepts. Do not mix things up. It is confusing and also it degrades the quality of your data.
For e.g. a question like “How often do you shop for Shoes and Tshirt?” is an incorrect way to ask.
You may influence by how you ask or order of option
The way you ask something and the way you arrange options matters more than you think. It may introduce biases in the selection of a user. For e.g. “How would you rate product X?” is a better question to ask than “What do you really love about X?”
Use a balanced rating scale
If you put more positive options in the top order chances are people are going to choose one positive option even though they want to tell you your product stinks.
Focus on time, not on the number of questions
While testing the first time and preparing the questions always remember it matters less how many questions you ask but the time counts. Keep it short and sweet. Ask question to get the quality data you need to ask less to get more.
Give a way out
While asking questions always keep in mind that the options you provided might not apply to some users, they might have a different way of seeing and doing it. So, provide other, not applicable and don’t use options as per the question.
With the decrease of the bearing capacity of the people, it is very necessary to keep them informed about how long it would take to complete this survey, or the number of questions left to keep them informed and also slightly reduce the chances of dropping off.