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This graphic summarises the key principles of good survey design.

After screening and 1-2 quick 'warm-up' questions, surveys should start by collecting the most important information whilst respondents are still fresh and before other questions and answers have the opportunity to bias responses. More detailed 'diagnostic' questions should be asked towards the end of the survey.

Surveys should never be longer than c.15 minutes (ideally <10 minutes) to ensure good quality data and representative samples. To keep the survey short, less important questions should be asked amongst a subset of respondents.

To learn how your company could leverage data and insights, see the 'Services - Consultancy' section.

What to learn more? Try asking Virtual Dan White.