We’ve discussed how our audience’s perceptions can shape our brand (Links to an external site.), but how can you use your audience’s feedback to evoke positive change and avoid the Brand Hater conundrum? Sometimes, a good ‘ole survey will do the trick. But beware – a bad survey can actually do more damage than no survey at all.

So what are some qualities of a good survey?


When we conduct a survey, we endeavor to receive honest feedback from our respondents in an effort to direct our attention to the areas our audience deems we must improve upon (if that is the nature of our survey). A great way to make sure you receive the most truthful responses is simply to make the survey anonymous. By indicating that the survey requires no identification, audiences will be more inclined to respond and complete all the questions as designed.


Being able to ask a succinct question with one response will not only be easier to understand for the respondent, but will yield a better, more desirable answer. For instance, as opposed to asking, “Do you like the flavor and the design of the cookie?” which will yield a yes or no answer based on the question, it may be more pertinent to ask a question about each separate element to avoid an unwarranted response.

Good examples:

“Do you enjoy the flavor of my sugar cookies?”

  1. Yes
  2. No

“Are you satisfied with the design of the following cookies?”

  1. Yes
  2. No


Respondents are taking the time to answer a few questions to benefit your ability to enhance their experience with your brand. Including questions that encompass all likely and possible answers will ensure your respondent is not excluded from the experience. Particularly in multiple choice responses, considering that the respondent has had the opportunity to eat a cookie before selecting their favorite type of cookie from a list of choices would be a good place to start. Good surveys also accommodate language and experiences familiar to the respondent, and does not present obscure ideas that they would not be able to comment on.


Remember that surveys are meant to collect data that is relevant and objective in an effort to understand the needs and desires of your audience as it pertains to your brand or business. Ultimately, your goal is to collect data that informs your decisions and practices and gives you and insight into your audience’s interactions with your brand.

While there are many components of a quality survey, taking the time to put the utmost detail in your questionnaires will make the biggest difference in your operational decisions. Knowledge is power, and knowing the right kind of information can yield unlimited influence over your audience.

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