The key to a great story is not who, or what, or when, but WHY. So too with surveys. The key to an effective survey is being clear about its purpose.

It's easy to get caught up in the minutia of a survey: Is the spelling OK? Does it look OK on mobile? Who should the invitation come from?

Surveys are a means to an end rather than an end in themselves. To make an effective survey, we need to look beyond the survey itself. Read more about Effective Surveys

Begin with the end in mind! The choices we make in survey design have an impact on the quality of answers, reporting and insights we can gain. These simple tips will help you get the most benefit and value from your survey. See the design tips