How to Ask a Question
Survey questions: keep them simple.
Unless you can’t…
“How do you like your ice cream?”
For some of us overthinkers, this seemingly innocuous question might send someone over the edge.
Are we talking about ice cream flavor? Or mode of consumption: cake cone, waffle cone, bowl, milkshake, taco, fried, etc.? If the inquirer is solely interested in toppings, then they would be in for a world of answers they were not looking for.
Now imagine asking this question to 250 subscribers and getting 250 different interpretations of the same query! So, how do we make asking a question manageable for the survey-maker and the survey-taker?
We like ice cream, so let’s stick with it as an example, but Patti can help with specific needs if you could use more direct help.
Beep boop. I am an ice cream-loving robot.
I know humans aren’t robots, but humans design robots to understand the most basic language. Think about all the ways a question can be interpreted. Step outside your “Well obviously I
meant XYZ” shoes and into the shoes of someone who has only ever had sherbet.
This isn’t the time for judging. This is the time to make sure your audience knows you’re talking about ice cream, not gelato.
Who wants ice cream anyway?
Dear vegans of the world: are you eating dairy-free ice cream, or do you prefer sorbet?
Inclusivity and exclusivity have their place in a survey. If you are asking about ice cream preferences to your employees or a broad audience, then consider how the wording can isolate the people you want at the table.
However, if you operate a dairy farm-to-cone ice cream empire, then those with lactose intolerance might necessarily and comfortably rest outside your scope.
When you lead a cow to pasture…
You want to avoid leading questions that would sway your answers.
Avoid: “Do you like ice cream?”
Try: “ How do you feel about ice cream?” ☹ 😐 😊
Why: Rating systems prevent a bias where the survey-taker tries to align with what they think the survey-maker would want.
Avoid: “Which topping is the best: heavenly sweet A, delightfully bitter B, or yummy and savory C?”
Try: “Which topping do you prefer: A, B, or C?” – OR – “Rank toppings by how much you like them”
Why: Sentimental language can sway respondents to answer in ways they might not otherwise. Imagine if they didn’t know what caramel is, but liked sweet things, so answered only because it was modified as the “sweet” option.
Avoid: “Rank these toppings.”
Try: “Rank these toppings, with 1 being you like it the most and 5 being you like it the least.”
Why: Clear instructions further prevent misunderstanding and bias. BONUS POINTS: allow participants to rank each item independently rather than in comparison to others (see the first avoid-try example).
CAVEAT: Like a long line at an ice cream store, some people may drop off if the questions and instructions are too wordy. There is a fine balance of words on a page and response rate!
Bottom line: you need to write the right question for the right audience in the right way. Keep it simple. Avoid jargon. Make sure your questions get the answers you seek. Eat ice cream.
Surveys can be a lot to manage, so reach out to patti@groundedwithdata.com to get some help.
And by the way – Dylan likes soft-serve chocolate ice cream on a cake cone with peanuts, Patti does go vegan with Cado avocado ice cream, and Dr. Jack enjoys ice cream blended with an egg as a milkshake. Just so you know, when it’s time for our birthdays. :^)
