A Question On Questions

Why call it a live survey… if the questions you use are dead on arrival?

Before discussing ChatGPT and how it will take over the survey and analytics world, we have much work to do on the questions we put into our surveys. They are not actionable, period, and are pulled together by everyone piling their questions into a survey. Group grope is what I call it.

My analysis of many surveys created by companies or consultants for different organizations shows that over eighty percent of survey questions are radio buttons or check boxes that give nice-to-know answers.

But with those question types, you cannot quantify your way out of a “wet paper bag with a hole in it: for use in digital content assets or demand generation. They do nothing for interest momentum, such a waste of question real estate.