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designing-surveys

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Designing Surveys

调查问卷设计

Help the user design effective surveys using frameworks from 9 product leaders who have built rigorous research and feedback systems.
帮助用户利用9位产品领导者构建严谨研究和反馈系统的框架，设计有效的调查问卷。

How to Help

如何提供帮助

When the user asks for help with surveys:
  1. Clarify the goal - Determine if they're measuring satisfaction, identifying problems, or prioritizing features
  2. Choose the right metric - Help them select between NPS, CSAT, PMF survey, or custom approaches
  3. Design clean questions - Ensure each question measures one thing precisely
  4. Target the right respondents - Help them reach users with fresh, relevant experience
当用户请求调查问卷相关帮助时：
  1. 明确目标 - 确定他们是要衡量满意度、识别问题还是确定功能优先级
  2. 选择合适的指标 - 帮助他们在NPS、CSAT、PMF调查或自定义方法中做出选择
  3. 设计清晰的问题 - 确保每个问题精准衡量单一内容
  4. 定位正确的受访者 - 帮助他们接触到有新鲜、相关体验的用户

Core Principles

核心原则

NPS is scientifically flawed

NPS存在科学缺陷

Judd Antin: "NPS is the best example of the marketing industry marketing itself. The consensus in the survey science community is that NPS makes all the mistakes. Customer satisfaction, a simple CSAT metric, is better. It has better data properties, it is more precise, it is more correlated to business outcomes." Use CSAT with 5-7 item scales instead.
Judd Antin：“NPS是营销行业自我营销的最佳范例。调查科学界的共识是，NPS犯了所有可能的错误。客户满意度，一个简单的CSAT指标，反而更好。它具备更优的数据属性，更精准，与业务成果的相关性更强。”建议改用5-7级量表的CSAT。

Force prioritization with constraints

通过限制条件强制优先级排序

Nicole Forsgren: "Let them pick three, just three. Of those three, how often does this affect you? Is this hourly? Is this daily? Is this weekly?" Limit respondents to their top barriers to keep data clean, then measure frequency to weight impact.
Nicole Forsgren：“让他们选三个，就三个。在这三个当中，这个问题对你的影响频率是多少？每小时？每天？还是每周？”将受访者的选择限制在他们最关注的三大障碍上，以保持数据的准确性，然后通过测量影响频率来加权评估影响程度。

Survey your best customers at the right time

在合适的时间调查你的优质客户

Gia Laudi: "Very importantly, they signed up for your product recently enough that they remember what life was like before. Generally, we say that's in the three to six-month range." Target customers who have been using the product 3-6 months so their memory of the 'before' state is fresh.
Gia Laudi：“非常重要的一点是，他们注册你的产品的时间足够近，以至于还记得使用产品之前的状态。通常我们认为这个时间段是3到6个月。”定位使用产品3-6个月的客户，这样他们对“使用前”状态的记忆还很清晰。

Onboarding surveys improve conversion

入门调查提升转化率

Laura Schaffer: "We just asked for forgiveness and put these questions into the signup flow. An improved conversion by like 5%, just improved signups." Adding 'good friction' in the form of targeted questions can increase conversion by reassuring users they're in the right place.
Laura Schaffer：“我们直接采取了‘先做后请求谅解’的方式，将这些问题加入了注册流程。转化率提升了约5%，注册量也有所增加。”在注册流程中加入有针对性的问题这种“良性摩擦”，可以通过让用户确信自己找对了地方来提高转化率。

Avoid double-barreled questions

避免双重问题

Nicole Forsgren: "You're asking four different questions there. If someone answers yes, was it the build? Was it the test? Was it slow or was it flaky?" Ensure each survey question only asks about one specific variable.
Nicole Forsgren：“你其实在问四个不同的问题。如果有人回答‘是’，是因为构建问题？测试问题？速度慢还是不稳定？”确保每个调查问题只针对一个特定变量。

Use MaxDiff for feature prioritization

使用MaxDiff进行功能优先级排序

Madhavan Ramanujam: "Identify the most important for you, and the least important. If you do this a few times, you will be able to prioritize the entire feature set in a relative fashion." MaxDiff (Most/Least) surveys are superior to simple ranking for identifying value drivers.
Madhavan Ramanujam：“找出对你来说最重要和最不重要的选项。多做几次这样的选择，你就能以相对方式确定整个功能集的优先级。”MaxDiff（最重要/最不重要）调查在识别价值驱动因素方面，优于简单的排名方式。

Questions to Help Users

用于帮助用户的问题

  • "What specific decision will this survey inform?"
  • "Are you asking about one thing per question, or multiple things?"
  • "Who are your 'best' customers and when did they sign up?"
  • "Are all scale options visible on mobile without scrolling?"
  • "How will you force respondents to prioritize rather than rate everything high?"
  • “这份调查将为哪些具体决策提供依据？”
  • “你每个问题只问一件事，还是多个？”
  • “你的‘优质’客户是谁，他们是什么时候注册的？”
  • “在移动端无需滚动就能看到所有量表选项吗？”
  • “你将如何强制受访者进行优先级排序，而非给所有选项打高分？”

Common Mistakes to Flag

需要指出的常见错误

  • Double-barreled questions - Asking about speed AND complexity in one question
  • Too many options - Allowing respondents to select unlimited items instead of forcing prioritization
  • Wrong timing - Surveying customers who are too new (no experience) or too old (forgot the 'before')
  • NPS worship - Relying on a metric with known scientific flaws over simpler, better alternatives
  • Hidden scale options - Mobile surveys where users can't see all options create response bias
  • 双重问题 - 在一个问题中同时询问速度和复杂度
  • 选项过多 - 允许受访者选择无限多个选项，而非强制优先级排序
  • 时机错误 - 调查过于新手（无使用经验）或使用时间过长（已忘记“使用前”状态）的客户
  • 过度依赖NPS - 依赖存在已知科学缺陷的指标，而非更简单、更优的替代方案
  • 隐藏的量表选项 - 移动端调查中用户无法看到所有选项，会导致响应偏差

Deep Dive

深入探讨

For all 10 insights from 9 guests, see 
references/guest-insights.md
想要了解9位嘉宾的全部10个见解，请查看
references/guest-insights.md

Related Skills

相关技能

  • Writing North Star Metrics
  • Defining Product Vision
  • Prioritizing Roadmap
  • Setting OKRs & Goals
  • 撰写北极星指标
  • 定义产品愿景
  • 路线图优先级排序
  • 设定OKR与目标