Survey vs questionnaire: What’s the difference and which should you use?

When it comes to market research, the terms “survey” and “questionnaire” are often used interchangeably. But they’re not the same thing. And knowing the difference can be key to collecting insights that drive your business forward.

Here is a fun fact: 85% of market researchers regularly use online surveys as their main quantitative method. Why? Because they make it easy to gather reliable data at scale. But behind every great survey is a strong questionnaire, the part that captures responses through structured questions. You can think of it this way: A questionnaire is the tool while the survey is the full process, which includes sampling and analysis.

Once you understand the difference, it’s much easier to design research that matches your goals, from quick insights to in-depth market studies.

This guide explores both tools, the types of data they capture and tips for using them effectively in your research projects.

TL;DR

What’s the difference?

A questionnaire is a set of written or digital questions designed to collect information from people. It can be used on its own (e.g. a feedback form) or as part of a larger survey. 

A survey, on the other hand,  is the full research process that includes defining goals, selecting participants, distributing questions and analyzing results. It’s used to gather insights from a specific group to inform decisions.

When to use each

➡️ Questionnaire: For quick feedback, profiling or collecting basic demographic or opinion data

➡️ Survey: When you need structured, reliable data from a representative group – typically for market research or strategic decisions.

Why it matters:

Knowing the difference helps you design stronger research. Questionnaires capture the what, while surveys uncover the why which turns responses into insights you can act on.

Questionnaires

It’s super important to understand what questionnaires are and how they work so you can grasp the difference between them and surveys.

What is a questionnaire?

As we mentioned above, a questionnaire is not just a fancy word for a survey. It’s a list of questions that is designed to gather information from a target audience. You can think of it as the tool that collects your data, not the full research method that analyzes it. 

Questionnaires can stand on their own, like feedback forms or polls, or they can be part of a larger survey that provides the specific questions needed to collect insights.

They come in all shapes and sizes, depending on the context and audience. Some still use traditional paper forms, but most today are online or built into apps which allows for scalable and flexible data collection.

ℹ️ Key takeaway: Questionnaires are a really helpful tool across industries for capturing opinions, tracking behaviors and collecting demographic information. By thinking of questionnaires as a standalone tool that’s separate from the broader survey process, your team can focus on creating clear and targeted questions while still integrating them into larger research studies.

Examples of questionnaires

Questionnaires pop up more often than you think, and for good reason. They’re a structured way to collect information quickly and consistently. Let’s look at a few common examples:

Post-event feedback forms

You’ve probably filled out one of these yourself. After a conference, webinar or workshop, attendees are often asked to complete a questionnaire about their experience (what they liked, what didn’t work and what could be improved next time). 

These forms often mix closed-ended questions, such as rating scales, with open-ended prompts for more detailed feedback.

Customer satisfaction questionnaires

A classic. Businesses use these to understand how customers feel about their experience and how likely they are to recommend a product or service. 

Combining quantitative ratings with qualitative comments helps teams capture both measurable insights and useful context.

Onboarding or profiling questionnaires

These help companies get to know new users or employees better. They might collect essential demographic details or skill assessments to guide personalized experiences or training programs.

ℹ️ Key takeaway: Questionnaires serve multiple purposes, from post-event feedback forms to customer profiling. The types of questions you ask matter too: Close-ended questions make it easy to analyze trends and responses at scale, while open-ended questions capture nuance and unexpected insights.

Tips for writing a great questionnaire

You now know more about questionnaires, but writing a great one isn’t just about asking questions — it’s about asking the right ones. Follow these expert tips to create forms that deliver insights you can actually use.

• Use clear, concise wording: Avoid jargon and complex phrasing. Make each question easy to understand so respondents can answer accurately.
• Focus on one question at a time: Resist the urge to cram two different questions into one. You want to keep responses separated and avoid people only answering part of the question. If a question has two parts (an ‘and’ or a comma in the phrase usually is a dead giveaway), split them up! That’ll make it all the easier for you to draw conclusions.
• Avoid biased or leading questions: This applies to both closed-ended questions and open ones! Make sure your questions are completely neutral and your target audiences don’t get pushed into the direction that gives you the answers that are nice to hear—you want the honest truth from consumers.
• Keep it short and focused: If you want to collect detailed data, really think about what questions you need to ask, and what the best way is to ask them. This is critical for qualitative questionnaires. People simply don’t want to write whole essays, and it also doesn’t make for easy-to-analyze research data.
• Use a logical question flow: Arrange questions from general to create a natural progression. Try not to cluster similar topics too closely because this can influence how respondents think about their answers. 
• Mix different question formats wisely: Keep the statistical analysis of your questionnaire in mind when you gather your data. Make it easier for your team and respondents by using a variety of question formats. An open-ended question collecting qualitative data about how much someone likes a product feature is hard to answer and analyze, so scaled answers would be best here. You could also send out pictorial questionnaires, as these are great for concept testing.
• Give clear instructions: A little guidance goes a long way. Briefly explain how to answer different types of survey questions (like rating scales or multiple choice) so respondents know what to do. It keeps confusion low and data quality high.
• Think about the respondent experience: Make it easy and pleasant. Keep the design clean, the language clear and the length reasonable. A well-thought-out questionnaire shows that you respect people’s time and encourages higher completion rates and better quality data.
• Test it before you launch: Always run a quick pilot with a small group first. It’s the easiest way to spot confusing wording or technical hiccups. Then, tweak and refine based on what you learn before going live.

Surveys

Now that you know more about questionnaires and how they work, let’s look at what surveys are all about so you can understand the difference between the two.

What is a survey?

A survey is a full research method that’s designed to collect meaningful data from a specific group of people. While a questionnaire focuses on asking questions, a survey takes things further by covering the entire research process, including: 

• Defining your research goals
• Choosing who you’ll survey
• Writing your survey questions
• Distributing surveys to respondents
• Analyzing the results

Surveys are used everywhere: Market research, employee engagement, new product validation and other decision-making purposes. This tool helps businesses and organizations understand what people think, feel and do, and use those insights to provide actionable information that informs strategy. 

By making decisions based on real data rather than assumptions, surveys help reduce the risk of failed product launches or campaigns that fall flat.

For example, when you mix thoughtful planning with customer feedback, you can spot valuable patterns like what keeps people loyal or what their frustrations are.  

Examples of surveys

No matter the type of survey, they all share one goal: Collecting data in a structured and measurable way. 

Here are some examples to help you understand what surveys are all about.

Brand awareness survey

One example is a brand awareness survey, where you could speak to 1,000 consumers across three markets who are asked a set of questions designed to understand perception and loyalty. 

By gathering responses from a carefully selected sample, businesses can generate statistical data that informs marketing strategy and investment decisions.

Product-market fit survey

A product-market fit survey among beta users is another example. This type of survey goes beyond simple feedback forms by combining quantitative research with open-ended responses to gauge how well a product meets user needs and expectations. 

Companies can use these insights to refine features and positioning before a wider launch. For example, GoCardless, a leading fintech company, wanted to launch a new product. 

They used Attest to research customer pain points and track behavioral differences, and successfully launched a proprietary framework that customers love based on solid research.

💡Pro-tip: You can also check out this example of survey questions for a new food product to see what it’s all about.

Opinion polls 

Political opinion polls run nationally also illustrate the survey method. These projects rely on statistical surveys like the ones you’d find on YouGov and Statista and representative sampling to track sentiment and inform political campaign decisions.

ℹ️ Key takeaway: Unlike one-off questionnaires, surveys are designed with a clear methodology and analysis plan. They allow researchers to scale insights, compare results over time and draw conclusions, which makes them a critical tool for any organization looking to make informed decisions.

Tips for running a great survey

Ah, the art of conducting surveys! Here are our best practices to make sure your survey will be a success.

• Define your objective clearly: Know exactly what you want to find out before you start. Every survey question should tie back to your goal so you’re collecting data that matters.
• Choose the right audience: Make sure you’re talking to the right people. Whether it’s a customer satisfaction survey or a new product test, the more relevant your respondents are, the more meaningful your results will be.
• Pick the best survey method: Think about how your audience prefers to engage. Online surveys are quick and scalable, but phone or panel surveys can offer more depth. The format you choose affects how many people respond and how much detail they’re likely to share.
• Plan for analysis early: Before you launch, think about how you’ll interpret your results. Make sure your survey questions will give you data you can analyze easily, like through simple charts or deeper statistical analysis.
• Keep it short and to the point: Long surveys can be a bit much for respondents. Focus on the essentials to improve completion rates and avoid respondent fatigue, which is the drop in focus that happens when surveys drag on too long.
• Choose the right tool: Use a survey platform that’s easy for both your team and your respondents to navigate. A clean interface and simple results dashboard can make a big difference when it’s time to review your data.
• Pilot and test before you launch: Just like questionnaires, you should run your survey with a small test group first. This will help you spot things like confusing wording, technical hiccups or questions that don’t flow well. Tweak based on that feedback before sending it out to a wider audience.

What data can you collect with surveys and questionnaires?

Surveys and questionnaires are tools for collecting information, but the types of data you can gather from them depend on the design of the questionnaire and the structure of the survey. 

While a questionnaire determines the specific questions and response options, the survey covers the entire process. This includes sampling and analysis, which affects how representative the data will be. Questionnaires can capture a wide range of data types, including nominal and ordinal data:

• Nominal data: Categories without a numerical value, like job title, gender or location. These questions help segment audiences and compare groups.
• Ordinal data: Rankings or ordered responses, like satisfaction ratings or agreement scales. These provide insight into relative preferences or opinions.
• Interval and ratio data: Numeric measures such as income, spend or time spent using a product. 
• Qualitative data: Open-text responses that capture opinions, motivations and feelings. The “why” behind the numbers.

Surveys mix questionnaire responses with sampling and methodological rigor, which gives researchers confidence that findings represent the target population.

Using the right combination of question types and survey methods allows teams to collect actionable insights for decision-making. 

Should you use a questionnaire or a survey?

Deciding whether to use a questionnaire or survey depends on your research goals and the depth of the insights you need. Understanding the difference between a survey and a questionnaire helps you ensure you choose the right approach.

Use a questionnaire when your goal is to gather information quickly or in a transactional context. They’re perfect for collecting basic demographic details, feedback or opinions without the need for a full research design. Think quick customer check-ins or profiling. 

Use a survey when you need a full research approach to inform decisions. A survey includes the questionnaire itself, plus sampling, distribution and analysis, which is everything you need to ensure your data is reliable and representative. Surveys work best for:

✔️ Market research 
✔️ Employee engagement studies
✔️ Brand perception assessments
✔️ Product validation projects

When you align your choice between a survey or a questionnaire with your research objective, you can ensure the method you select delivers the insights you need without effort or complexity.

Discover the bigger picture when you send your first survey

The survey vs questionnaire question is not a battle, but a collaboration. Now that you know the difference between a survey and a questionnaire, it’s time to start making your own. We’ve got templates ready for you and a list of 100 market research survey questions to ask.