Surveys
Collect structured data from many users to validate patterns at scale.
What is it?
Surveys are quantitative research instruments that collect structured responses from a large number of users. They measure attitudes, preferences, satisfaction, and self-reported behaviors, providing statistical evidence to support design decisions.
When to use it
Use surveys when you need to validate qualitative findings with numbers, measure satisfaction (NPS, CSAT), or gather input from a broad user base.
How to do it
Define what you need to learn and how results will be used.
Write clear, unbiased questions. Avoid leading or double-barreled questions.
Mix question types: Likert scales, multiple choice, and open-ended sparingly.
Pilot test with 5-10 people to catch confusing questions.
Distribute, collect responses, and analyze with appropriate statistical methods.
Pro tips
Keep surveys short. Under 5 minutes completion time gets the best response rates.
Always include one open-ended question. The richest insights hide in free text.