We ran a Google search for the phrase “how to ask the right customer survey questions”. It yielded 260 million results. The relevancy of all these results is, of course, not likely to be extremely high, but a quick perusal of the first five pages revealed that this concern is being addressed by a lot of blog posts, research papers, and industry gurus.
Customer survey companies spend a lot of time and energy on educating their clients about how to design surveys. Their clients, specifically their shopper insight managers and customer experience managers, spend a lot of time and energy on designing surveys and trying to determine the right questions to ask their customers. Is this time well spent, or would these resources be used more wisely at the other end of the process: in analyzing the survey results?