Everyone’s writing questionnaires...but what makes a questionnaire really work?

If you have attended our Questionnaire Fundamentals course, please note this course has an overlap in the content (c 25%).

This course quickly recaps the key fundamentals then dives deeper into the challenges faced by those involved in designing and reviewing questionnaires, and by those looking to get a better understanding of how the way the question has been asked might really be affecting the answers.

Learning outcomes

  • Confirm understanding of the key fundamentals
  • Making sure key steps aren’t missed in the process of effective questionnaire design
  • Understand the impact of length of interview on respondents - weigh up options for keeping the length manageable
  • Identify sources of bias – understand what can be done to reduce this
  • Create questions that help respondents to think harder
  • Assess what makes an appropriate rating scale – looking ahead to the interpretation
  • Consider how to create more ‘engaging’ questionnaires
Who will benefit

Agency or client/end users who are looking to strengthen their questionnaire design skills and give compelling rationale for their design choices and compromises.

Learning Method

Mix of theory, discussion, sharing of points of view and exercises.

"Insightful and helps you identify issues that you may not have thought of before."

Asma Sidat - Transport for West Midlands (WMCA), March 2023

"Bringing questionnaires to life."

Catherine - The National Archives, March 2023


Abigail Stocker - Innovate UK, March 2023

"A key training resource that has provided me with the skills and knowledge required for my role."

Nathan Summers - Grand Union Housing Group, November 2022


Mike - NatWest, June 2022

"Extremely useful."

Elle Kindler - Tapestry Research, March 2022

"Very informative and interactive, so it was difficult not to be engaged."

Ajib Molajo - NS&I, March 2022

"Surpassed expectations."

Haley Millard – TfWM, March 2022

"Very detailed and provides extensive information on questionnaire design."

Rosalyn - Northern Ireland Housing Executive, March 2022

Kate is a user-friendly, freelance trainer focused on building research and insights skills among agency and client researchers and marketeers. Kate shares her enthusiasm for clarity and simplicity so that research outcomes are practical and commercial.
Before returning to freelance Kate spent 15 years as Learning Director at Kantar - creating global research training programmes. She’s experienced in translating specialist content into engaging learning material – including online video tutorials - as well as facilitation of virtual and in-person training.
Kate’s training skills build on her first 20 years as a research practitioner (RSL, TNS). She is a Certified Member of the MRS and an MRS Advanced Certificate examiner. She originally studied Experimental Psychology at Cambridge.

Additional Information

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