design & typography

We value your opinion

Surveys are meant for collecting data. The analysis says how one measures up to other survey takers. But sometimes the data is useless. A simple error in survey design proves why.

If you’re a customer responding to a satisfaction survey, you’d assume “1” to be low on a scale of 1 to 10. The question goes something like this; How satisfied are you with your purchase? Very satisfied? Somewhat satisfied? Not at all satisfied? Phrased another way, on a scale of 1 to 3 where 1 means not satisfied and 3 means very satisfied, how satisfied are you with your purchase?

In this survey, the only sure rating is “5”.
on a scale of 10 to 1

We would value your opinion if we hadn’t redesigned the rating system.

By Pam Drucker

Documentation specialist, procedures writer

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