1. Be specific
Clear topic. Clear audience assumption. No ambiguity.
Bad: Do you like our brand?
Better: How familiar are you with [brand] today?
2. Avoid loaded or leading wording
No emotional language. No nudging.
Bad: Would you pay more for our eco-friendly product?
Better: How likely are you to buy [product] at £X?
3. Keep options mutually exclusive
Options must not overlap.
Bad: £5–10, £10–15, £15–20
Better: £5–9.99, £10–14.99, £15–19.99
4. Limit answers to 4–6 options
More options = more noise. Stick to core choices.
5. Define the context
Tell respondents what they're evaluating. Product type, price, benefit, main feature.
6. One idea per question
No multi-part logic.
Bad: Would you buy it and recommend it?
Better: Ask one behaviour.
7. Avoid jargon
Write as if answering at a bus stop. Everyone should understand without industry slang.
8. Use neutral tone
Avoid biasing toward a positive answer. Replace adjectives with facts.
9. Include a "none/unsure" option when relevant
Prevents forced guesses.
10. Test your question aloud
If someone can misread it, they will.
