What is a survey, and what makes a good one?

Clicking through a survey that feels endless and pointless – yes, we’ve all been there. If you’re asking yourself how to create a survey that delivers results and that people actually want to answer, this guide is for you.

Let’s start with the basics. A survey is a method for gathering feedback, opinions, or data from individuals or a group of people. It aims to gain data-driven insight – whether you're testing, measuring, or researching a specific topic. Surveys are used across many sectors: Businesses use them to conduct market research, improve customer experience, learn about brand perception, or validate ideas before rolling them out. In universities and other educational or research institutions, surveys are widely used for academic research. Others might also use surveys to evaluate specific hypotheses, collect feedback, and conduct reviews. While there are multiple types of surveys, they are most often delivered as a questionnaire. Questions can be closed (multiple choice, rating scales) or open, allowing for a mix of measurable, quantitative data and qualitative personal responses. Nowadays, most surveys are conducted online.

However, while the right questions are key, what your survey looks like and how you introduce and share it can also have a significant impact on the quality of the data it delivers. A well-designed, clear survey builds trust and encourages participation. That’s where Adobe Express comes in. With Adobe Express, you can create professional-looking assets to elevate every part of your survey. Adobe Express helps your survey stand out and bring your research to the next level, from branded headers and infographics to other graphics and mock-ups or follow-up visuals. Whether you’re a business owner, marketer, student or academic, this guide will show you how to create a survey from start to finish – from choosing the right questions and structuring your survey, to analysing the results and designing supporting visuals with Adobe Express.

How to create a survey: choosing the right questions.

A good survey starts with the right questions. This does not only mean what you ask, but also how and why you ask it. If your questions are vague or not exactly tailored to your research subject, the data you collect won’t help you move forward and, even worse, might even lead you in the wrong direction.

To choose the right questions for your survey, start by defining the purpose of your research. What do you want to learn? Who is your audience? Are you exploring preferences, measuring satisfaction, testing a hypothesis, or collecting feedback on a specific product or event? Your questions should directly and very specifically serve that aim.

When you create a survey and formulate the questions, use clear, neutral language. Avoid assumptions and suggestive questions, as these will distort your results. Also, avoid double-barrelled questions (meaning two questions in one).

As mentioned, there are different types of surveys and survey questions. Here are a few question types you might want to consider when you are creating a survey:

• Closed-ended questions: These survey questions include simple yes/no questions, multiple choice answers, or rating scales. The results are easy to analyse and ideal for quantitative insights.
• Open-ended questions: This type of question gives respondents room to elaborate their answers and thus offers you more depth. However, you will need a different approach to analyse the answers. Furthermore, answering the questions takes time, and participants might grow tired of answering – so try to keep open-ended questions to a minimum in a survey.
• Likert scales: These are scales that give participants the option for nuanced answers (e.g., from “strongly agree” to “strongly disagree”) and are great for measuring attitudes or perceptions.

Tip: When creating a survey, make sure not to bore your participants, as this can lead to high drop-out rates. Every question should earn its place, so only ask what you’ll actually use in your research.

How to create a survey: structuring and distributing a survey.

Even the best questions can deliver no or incorrect results if a survey is confusing. Your survey’s structure and delivery can turn good questions into good data. Here are our tips on how to get both right:

Select a simple introductory question.

Open with easy, generic questions to help people get into the process without overthinking from the start. In the first part of your survey, you could ask about demographics or use questions with simple yes/no responses.

Cluster questions in your survey.

When you create a survey, organise the questions into thematic blocks (e.g., group all demographic questions together, etc.). This logical flow improves response quality and reduces cognitive load.

Limit the length of your survey.

Your survey should be as short as possible to prevent participants from abandoning your survey. Longer surveys often see lower completion rates. If you need more depth, consider doing a follow-up survey.

Show progress.

Use a progress bar if the survey is longer than a few screens. By showing participants how far they’ve come, you likely improve completion rates.

Choose the right survey platform.

While some surveys use a traditional pen-and-paper approach, most will probably be created online with the help of a survey platform. When you choose a survey platform, make sure it’s mobile-friendly: many people will complete your survey on the go.

Be transparent with your participants.

When you create a survey, transparency is key. Tell participants why you’re asking what you’re asking, how long the survey will take, and how their input will be used.

Distribute your survey with care.

Think carefully about your audience and the channels they use. An internal team might respond best to a calendar-linked email, while a public audience could require social media, newsletters, or even QR codes in physical spaces. Timing matters, too: generally, it’s better to avoid weekends, holidays, or late evenings. A personalised outreach usually tends to perform better than generic mass emails.

How to create a survey: analysing the results.

Once responses start rolling in, the real work begins: making sense of all the data you gathered in the survey. Done well, your analysis will highlight patterns, surface unexpected insights, and help you take informed action. To analyse your survey’s results, you will probably work with a tool – depending on the kind of survey you conducted and your goals.

Quantitative questions (such as ratings or multiple choice) are usually analysed with the help of statistical tools. The results are ideal for visualising: use bar charts to compare categories side by side, pie charts to show proportions or distribution within a whole or line charts to visualise change over time, or trends. You can use tools like Excel, your survey platform’s built-in tools or Adobe Express to visualise your results.

Qualitative responses (open-ended questions) require a more hands-on approach. Look for recurring themes or words. Group input into categories and highlight direct quotes that illustrate key insights.

In the end, always tie your findings back to your original goal. Did the survey answer the question you set out to explore? And most importantly: what’s next? Depending on your field, you can write a research paper or present your findings in a research presentation to summarise them, put everything into context, and illustrate the sound decisions you can now make based on your learnings.

Design and share surveys with Adobe Express.

How do you create a survey that delivers good results? One thing to keep in mind is that a survey doesn’t have to be dry and boring. Putting a little effort into your survey design can increase the chances of participants actually enjoying answering your questions. However, it’s not just your survey that should look appealing, but the way you present your results. Find out here how Adobe Express can support you in all aspects of your survey:

• Use templates to design a questionnaire. You will most likely use an online survey tool for your survey. However, if you want to collect data on-site, the participants can also fill out a printed questionnaire.
• Create survey headers or banners. Easily recognisable graphics can make any form feel professional and trustworthy. You can include your brand logo, the name of your university or just your research topic.
• Design social media graphics. Use them to promote your survey across Instagram, LinkedIn, Facebook or other platforms and attract participants.
• Create infographics or charts. Include them in your research results to explain data and make it more understandable.
• Summarise your survey’s results in a research report. This way, you can share your research, including your survey’s findings.
• Present your results in a research presentation. Use one of our free editable templates to present your research to your team, teachers, or clients.
• Thank your participants for adding to your survey. Need inspiration? Take a look at these templates, select one and use it to show your appreciation at the end of the survey.
• Create mock-ups (for websites, products or other purposes) and test them against each other. This allows you to collect data about your target group's preferences

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How Adobe Express can help you design a survey.

While most surveys are built using dedicated survey tools, the design surrounding your survey – from how it’s introduced to how it’s shared – plays a significant role in how people engage with it. Adobe Express gives you the tools to make your survey visually appealing, trustworthy, and easy to engage with. Whether you’re creating a header image, sharing a call for participants on social media, or following up with a research paper, you can use templates to design everything quickly and easily. Using Adobe Express to level up your survey is a simple way to appear professional and increase participation – all without needing any design skills.