Why And How To Pretest Surveys With Customers

August 2nd, 2021

Summary

When CX pros don’t pretest 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 to interpret and can lead to wrong conclusions. In addition, not eliminating these survey design flaws increases respondent burden, leading to lower response rates. This report shows CX pros how to test surveys with customers before launch by observing customers as they take the survey and using two prompts that will uncover survey design issues leading to confusion, ambiguity, or respondent burden.

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