Trends Report

Why And How To Pretest Surveys With Customers

October 5th, 2020

Summary

When CX pros don’t pre-test surveys with customers, they fail to identify and eliminate questions and answer options that are confusing, ambiguous, or incomplete. They also remain blind to problems in survey flow and the order of questions. As a result, the responses they get can be hard or impossible to interpret and can lead to wrong conclusions. In addition, not eliminating these survey design flaws increases respondent burden, leading to lower response rates. And it leads to less buy-in from stakeholders who doubt the insights coming from a CX measurement or VoC team. CX pros must test surveys with customers before launch. To do that, they should observe customers as they take the survey and use two prompts that will uncover survey design issues leading to confusion, ambiguity, or respondent burden. If you have any further questions, please schedule an inquiry.

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