How to Write Great Survey Questions

Introduction

In recent times, TikTok has unleashed a new survey, but the execution leaves much to be desired. The questions appear hastily assembled, raising concerns about their purpose and how the data will be utilized. It feels confusing due to typos, poorly constructed logic, and content that simply does not align logically. TikTok, as a leading platform, should be capable of crafting more coherent and insightful questions.

The survey started with a seemingly straightforward question about the respondent's age. However, the answer categories lacked overlap, which was a promising sign at first. The second question seemed to fall flat when it required me to specify my gender. While necessary, the phrasing and presentation felt unrefined and lacking diligence.

The real issues arose in the bulk of the survey where questions focused on "photo and text content." While this could encompass a variety of media, the way it was presented left respondents more baffled than informed. For instance, it would have been better to clarify that they were interested in how users search for content rather than leaving it up to interpretation. Personally, my thoughts gravitated towards search engines like Google. However, it seems incongruous to equate the types of media found on Google with TikTok, as users wouldn’t typically search for text on the app.

As I continued answering, I noticed the survey using a technique called "carry forward" for responses. This meant that whatever I expressed in earlier questions popped up in later ones repeatedly. Unfortunately, responses regarding Google came up multiple times, which only reinforced a sense of inattentiveness in the survey's design.

Subsequent questions also felt peculiar. One particularly odd question asked about how often users search for videos of different lengths. The phrasing seemed misaligned with actual user behavior on the platform. Users likely search by topic rather than specific durations, making this question feel misplaced.

After what felt like an eternity of misunderstanding and misleading prompts, a few questions began to resonate. By asking what types of results users want when searching for content, it finally linked to actual user experience. Yet, this was undercut by an earlier, clumsily phrased question about how users search for fitness and health videos, muddling the distinction between the two categories.

Given these overarching flaws, it is clear that TikTok needs to reevaluate the structure and intent behind their survey questions. The survey failed to generate meaningful insights—an essential goal for any research undertaking. Ultimately, this experiment highlighted the importance of good survey design, which could significantly aid in understanding user behavior if executed properly.

Keywords

TikTok
Survey Design
User Behavior
Photo and Text Content
Research Insights
Question Clarity
Carry Forward Technique
Content Search

FAQ

1. What are the main issues with TikTok's new survey?
The survey contains confusing questions, poor logic, typos, and lacks clarity regarding the purpose of information being requested.

2. Why is question clarity important in surveys?
Clear questions help respondents understand what information is being solicited, leading to more accurate and valid data.

3. What should TikTok consider improving in their surveys?
They should refine the questions for better clarity and relevance, differentiate categories (like fitness vs. health), and avoid repeated prompts that confuse the user.

4. How can survey design impact user insight collection?
Well-crafted survey questions enhance the ability to gain meaningful insights into user behavior and preferences, ultimately guiding better decision-making.