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Learn from Attest’s experts in the Consumer Research Academy.
Get a head start with survey templates written by our research experts.
Need help with the Attest platform? Get answers and chat with the team.
If respondents aren’t questioned in the right way, they won’t open up and give you the realistic, insightful answers you need. You don’t want to waste time and money on answers you later decide are unimportant.
These steps ensure not a single question is wasted. Once you learn them, you can apply them to all your future research projects.
Every question you write should give you information that allows you to say: “Great, now I have this knowledge, I can do X!”. Reverse engineering each question from your desired answer will make sure all the data you get is actionable.
Quantitative data is simpler to interpret, and produces results that can be acted on relatively quickly.
Qualitative data takes longer to interpret because it requires someone to read and process each response. But it does allow respondents to express their opinions in their own way, revealing unique insights you can’t access through numbers or pre-formatted answers.
Often surveys include a mix of quantitative and qualitative questions, but this will be determined by the aim and scope of the survey.
Attest’s dashboard caps surveys at a maximum of 40 questions, optimized to avoid fatigue and produce the highest quality responses.
If you think you need more than 40 questions, consider reducing the scope of the survey or splitting it into a series of smaller surveys for more engaged responses.
Running more focused surveys, more frequently, will yield much better results than saving everything up and asking everything you’ve ever wondered, all in one go. The ‘kitchen sink’ approach can result in an unfocused survey that confuses respondents, de-motivates them, and provides less value.
Even a relatively short survey that repeats the same question type will bore people. Use a mixture of types to make sure respondents stay engaged.
Don’t assume that respondents understand your business jargon, acronyms or slang. Engaging consumers with a friendly, conversational tone encourages honesty and commitment, leading to more reliable results.
Unsure about the right way to phrase questions? Get in touch with Attest, or run questions past a colleague to make sure they’re easy to understand.
Here are some tips that are specific to how you actually write your questions.
Don’t bamboozle your respondent by expecting them to unpick a double negative.
Choose a consistent answer range (and stick to it).
Ask one question at a time—if you combine ideas, your insights won’t be reliable.
You want honest answers. Don’t lead respondents towards a certain answer that’s favorable to you.
For single and multiple choice questions, make sure you don’t give options that overlap.
When running a piece of research, you also want your respondents to be engaged with the content so they give you high quality answers. Here are our top tips for increasing engagement.
Avoid repetition—AKA, too many similar questions in a similar format. This is dull for the respondent and they risk losing concentration.
Be wary of using too many open text or grid questions. These are more challenging for respondents and can lead them to get tired with your survey.
Use text cards to pace the survey—explaining what’s coming up next is helpful—particularly if you are switching subject matter.
Remember, your respondent has limited time (and patience). Make sure your questions are simple, make sense, are relevant to the respondent, and that it’s clear what you are asking them to do. If in doubt, get a second opinion from a friend, colleague, or from Attest’s Customer Research Team.
The Consumer Research Academy is brought to you by the Customer Research Team—our in-house research experts. Any research questions? Email or chat with the team.
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