Best Practice Report

Question Design For A Brand Health Survey

January 31st, 2019

Summary

Brand and communications professionals must question buyers (i.e., existing customers and prospects) to hear their thoughts about the organization and its offerings firsthand. The most common approach to this is a survey administered to a representative sample of existing customers and prospects. In this report, we focus on how to formulate questions that provide actionable insights for the brand while optimizing the quality and quantity of responses.

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