To make accurate measurements in market research, researchers need to consider carefully the wording of questions and the compatibility of the survey design with several devices. How questions are asked can, more often than not, affect the answers received. In recent years, there has been a lot of attention paid to the need to engage online research participants through compelling questionnaire design, in order to address declining response rates and the risk of poor quality data.


Questionnaire design describes the selection, order and wording of questions and appropriate response formats used in a survey to gather valid primary data. A well-designed questionnaire motivates the respondent to provide complete information and generates more accurate insights.  

Key insights

1. Surveys can be designed to measure behaviour to help understand innovation