UX Research Survey Questions To Use As A Marketer

Performing thorough user research is one of the most important things you can do when trying to improve your business, products, and services. However, it’s important to know that when designing a UX survey, there is no shortcut to perfection, but there are a few tricks that can guarantee your success.

In this blog, we’re going to share with you our top UX research survey questions to use as a marketer so that you can understand the “why” behind your user’s behaviour in no time!

What is a UX Research Survey?

In the world of user experience testing and research, a UX survey allows you to gather essential quantitative and qualitative data about your users’ interactions and experiences within your website, app, or software.

By having a strong UX research survey in place, you can better understand why people started using your website, quickly gather feedback on your brand-new services or products, and observe their overall satisfaction with what you have to provide.

Whilst each UX research survey differs, they all have a set of questions that get sent to your targeted group of users to test their attitudes, preferences, and online behaviours. The great thing about surveys? They are a quick, easy, and low-cost way to obtain the necessary data questions! However, remember one thing – there’s no magic list of questions that can be copied and pasted! Instead, paying extra attention when crafting your UX research survey questions should be your main focus.

What to consider when preparing your UX Research Survey

Before we move on to our top UX research survey questions, let’s take a look at our 5 main principles of a good UX research survey questionnaire to get you started on the right foot.

1. Introduce yourself to your audience(s)

If you intend to send your survey via email, a good strategy is to inform the respondents about the subject and purpose of your research straight from the beginning. Try to also provide the approximate time needed to complete the survey and explain what you/your company will do with the data collected. And remember to always be polite if you want your audience to repay you by devoting their time to providing you with valuable user insights instead of wasting both of your time.

2. Keep your UX research survey questions simple

One of the most important things when creating user survey questions is to make all your questions understandable to the respondents. Your aim should be to make the survey completion a pleasure, not a chore or a burden.

Recent studies demonstrated that it’s much easier to analyse a “Likert scale”, with the best number of questions being 7 options from which people can choose, as it’s not as narrow as 5 or as broad as 10.

3. Avoid UX survey questions bias

Did you know that a questionnaire bias is the biggest trap in UX research surveys? Try to avoid suggesting possible answers and address people’s pain points without hoping to only collect positive responses.

4. Use clear and concise language

If your audience has to double-check on the internet what your questions mean, they’ll lose their valuable time, patience, and interest. Who said getting good answers to complex questions and problems can’t be done with simple language?

5. Always use logic

A great UX research survey is based on logic, which implies the order of your questions is very important, especially if they are related. So never place your questions randomly! For example, you could start with demographic questions as they provide people’s differences (such as age, gender, ethnicity, etc.) followed by user behaviour questions (such as how much time they spend online per day or how often they shop online, etc.).

A great resource when crafting your UX research survey questions is the User Experience Questionnaire (UEQ), a standardised test by researchers.

Best types of UX research survey questions to choose

Creating UX survey questions should always start with understanding your customers, and that’s where having a customer journey map comes in handy.

After you know who your customers are and what are their pain points, it’s time for the fun part – understanding your survey question types, which are split in:

Recommended questions:

• Task-driven feedback questions (e.g. “Tell us about your experience using our website.”)
• Open-ended questions about expectations (e.g. “What is your favourite feature?”)
• Follow-up questions (e.g. “How would you rate your experience on our website?”)

Questions to avoid:

• Yes or no questions (when answered with a “yes” or “no,” they become closed questions, which means you won’t be able to probe for more information; they are not very helpful, as your main goal when doing a UX research is to dig deeper into your customer’s mindset)
• Assumptive questions (those which assume a positive or negative experience, such as: “What did you dislike the most about our website?”
• Leading questions (those that encourage the desired answer, such as: “If you enjoyed our services, should we create more like them?”
• Funnelling questions (ideal to drill down to a specific point, which means you can role-play being “the detective” questioning a witness by asking for more and more details about one specific thing)

Top UX Research Survey Questions Examples

And now, let’s look at our top 20 UX research survey questions that will help you create your dream survey in no time!

1. How did you start using our [website or app name]?
2. How useful is our [website or app name] for you?
3. Tell us about your experience using our [website or app name]
4. What were your impressions of using our [website or app name]?
5. How would you rate the usability/user-friendliness of our [website or app name]? Why?
6. What features do you use the most?
7. What do these features mean to you?
8. How likely will you recommend our [website or app name] to your friends and colleagues?
9. How would you describe our [website or app name] in one or more words?
10. If you were to review our [website or app name], what score would you give out of 10?
11. This [website or app name] makes me feel:
12. How often do you use our [website or app name]?
13. Is it easy to find what you want in the main navigation menu?
14. How would you rate the speed of our [website or app name]?
15. How would you rate the design interface of our [website or app name]?
16. How easy is it to navigate our [website or app name]?
17. If you could improve one thing about our [website or app name], what would it be?
18. Did you encounter any issues using our [website or app name]? If yes, tell us more.
19. What is your main goal when using our [website or app name]?
20. Anything else you’d like to share with us?

Best practices for creating your UX Survey Questions

Coming up with UX survey questions to obtain quantitative and qualitative insights is a challenge, but a good understanding of the issue and a little help from a user-friendly survey tool can make all the difference!

Here are some of the best practices to follow when designing your UX questionnaire:

1. Have a goal (what aspects of your product or service are you looking to improve?)
2. Structure the UX survey well (ask the simplest questions first, and work up to more complex questions near the end) 
3. Ask for honest and direct feedback and answers 
4. Prepare your UX survey questions early 
5. Take care of the corespondent’s positive experience 
6. Keep all data collected anonymously
7. Keep the survey short
8. Use multiple questions (open-ended, Likert scales, multiple choice, matrix questions, etc.) 
9. Remove the bias from the questions
10. Pay attention to the order of the questions (you can start with demographics, then open-ended, and if it needs to be a longer questionnaire, it’s good to have a mix of questions, such as a few open-ended and multiple choices questions)

Best UX Survey Tools to use

There are a lot of UX research survey tools out there, and the best ones depend largely on your budget and needs. 

In this blog, we’re not going to dig too deep into these tools, so keep an eye out for our next blog, where we’re going to talk about what are the best UX research survey tools, which are:

1. UXtweak
2. Typeform
3. SurveyMonkey
4. Zonka Feedback
5. Qualaroo
6. QuestionPro 
7. Qualtrics
8. Google Forms
9. SoGoSurvey
10. SurveyPlanet

Final Thoughts

UX research survey questions are pure gold in helping you gain insights into your product/service’s usability and users’ overall experience. If done right, they can also help you design a better product/service that helps your users accomplish their goals more efficiently. 

We hope our blog will help you create a better and more conversational UX survey, and if you want to find out more ways to improve your UX, we can help further! At Lnet Digital, we research, audit, analyse, and design UX testing and research by combining Biometric Technology with Neuromarketing to achieve evidence-based user experience research for our clients.

If you want to turn your visitors into customers, increase your sales, and skyrocket your UX, contact us, and one of our friendly team members will be happy to answer any questions you may have. You can email us at [email protected] or call us at our Leicester office on 020 3900 2100 to get the ball rolling! 

In the meantime, are you looking for more valuable insights from the world of digital marketing? Then check out our articles on:

• CX vs UX: What’s the difference between Customer Experience and User Experience?
• Biometric UX Testing – Elevate Your Customer Experience
• The Benefits of Eye-Tracking UX Research