Over the last few weeks I have received a handful of surveys to fill out. I’ve asked for feedback in the past, so I usually try to provide when it is asked of me. Every survey I have looked at has a couple of dozen questions, most of which have grid after grid of radials.

I never make it past the first page. This is especially true when I see the survey has 5 or more pages. I haven’t finished a single survey yet. And I’m one of the few people that actually want to give real, constructive feedback.

Surveys only need 2 questions.

  1. Do you like our product? Yes or no.
  2. Why?

Skip the “maybe” option for whether someone likes your product or not. If the answer isn’t yes, it is no. This is especially true when it comes to products and purchase decisions. From a data standpoint, you should treat your “maybes” as a “no”.

This will increase the number of respondents as well as the conversion rate on survey results. You may think you need a more complicated measurement. 5 point likerts, dozens of questions, Net Promoter Score.

Aside from production data like revenue, repeat customers and data on usage, all you really need to know is if someone likes your product and why. And a breakout of what % of your survey respondents like your product versus not liking your product. This is just as valuable – if not more valuable – than a traditional Net Promoter Score.

Keep it simple. If you need more intensive data, run a usability lab.