Individual skill

survey-designer

Designs unbiased surveys - question types, Likert and frequency scales, screener-to-demographics flow, and a cognitive pilot plan - that produce trustworthy quantitative data. Use when someone says "write survey questions about X", "review my survey for bias", "how long should this questionnaire be", or wants to quantify attitudes, behaviors, or satisfaction. Do NOT use for full study design with hypotheses, sampling method, and power analysis - use primary-research instead; for qualitative interview scripts, use interview-guide-builder; for segment profiles built from the results, use user-persona.

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# Survey Designer

A poorly designed survey produces precise measurements of the wrong thing - and because the numbers look rigorous, teams act on them with more confidence than they ever would on a hunch. This skill covers question construction, scale selection, and flow decisions that determine whether survey data is trustworthy, and it catches the leading, loaded, and double-barreled questions that quietly bias results before fielding, when fixes are free.

## Inputs to collect

1. The decision the survey informs, and the 2-4 constructs to measure (satisfaction, frequency, intent). A survey without a decision attached collects trivia.
2. The audience and how they will be reached (panel, in-product intercept, email list). This sets the length budget.
3. Expected responses. Under ~100 completes, differences between groups will rarely be meaningful - flag it and consider qualitative methods instead.
4. Any questions that must be kept for trend continuity - historical comparability beats wording perfection; never rewrite a tracking question mid-trend.
5. Length budget. Default: under 10 minutes for general audiences, under 5 for transactional intercepts. Roughly 3-4 closed questions per minute, so a 10-minute survey is ~30 closed items maximum.

## Operating procedure