Survey creation best practices

This article applies to: UserTesting 

On this page:

• Survey length and structure
• Question clarity and flow
• Answer choices and scales
• Preparation and testing

Survey length and structure

• Minimize the number of written questions: People tend to write short answers, especially on mobile devices. Recommendation: 1–3.
• Keep surveys short overall: Aim for 5–10 minutes max to avoid drop-offs.
• Use matrix questions sparingly: Participants often give “straight line” answers, reducing data quality.

Question clarity and flow

• Clear, specific, and short questions: Avoid jargon; focus on one topic or concept at a time.
• Consider the order of questions: Earlier questions can influence later responses.
• Avoid leading or biased wording: Use neutral phrasing so responses reflect participants’ true opinions.
• Provide clear instructions for open-ended questions: Let participants know if you’re looking for detail.

Answer choices and scales

• Opt to randomize answer choices: Prevents order bias, where participants select the first option more often.
• Use consistent scales: Keep scale direction and length consistent to avoid confusion.
• Provide inclusive answer choices: For demographics, include “Prefer not to answer” or “Other (please specify).”

Preparation and testing

• Align research objectives with questions: Each objective should map to at least one question.
• Be mindful of accessibility: Ensure compatibility with screen readers; avoid overly complex formats.
• Pilot test your survey: Run it with a few participants to uncover unclear wording or technical issues.

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