How to Design Questionnaires That People Want to Answer

A practical workshop for researchers who care about people
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Start 21 Feb, 14:00 UTC
End 1 Feb, 16:00 UTC
Location Online


21-23 February 2023 from 14:00-16:00 UTC / 15:00-17:00 CET - Two hours per day over three days.

If you want people to give you complete and honest answers about all aspects of their public and private lives, you need to create a research environment that shows them they are trusted, respected, and engaged.

In this highly interactive masterclass, you will learn about the psychology of answering questions and how to apply that knowledge practically to questionnaire design. We will learn to create questions that make people feel valued and respected, that accommodate normal human behaviours no matter how strange those behaviours may be, and that make people look forward to participating in the next research project.

What will you learn?

After completing this training, you should be able to:

  • Understand how human psychology interacts with the questionnaire experience and how to write questions that accommodate normal behaviours

  • Write questions that are kind and respectful towards marginalised people and people who are embarrassed to share personal aspects of their lives

  • Write questionnaires that people want to answer this time and the next

  • Write questions that are fun and playful

By the end of the workshop, you will have built a set of resources that can be leveraged in a range of future questionnaires.

Who should attend?

Both agency and corporate researchers who wish to build on their foundational questionnaire design knowledge and create better research experiences for people will benefit from this masterclass.

Level of learning?  

You should already have a basic understanding of questionnaire design from a social or marketing research perspective.

Programme at a glance

Session 1: Understanding human nature

  • How does human psychology impact how people interpret and respond to questionnaires

  • What are some basic rules for creating respectful questionnaires

Session 2: Making tough topics more comfortable

  • Creating compassionate screener questions

  • Writing respectful data quality questions

  • Asking about embarrassing or private issues

  • Eliciting truth when it comes to unethical and illegal behaviours

Session 3: Creating a playful experience for everyone

  • How to write playful questions that excite and make people think

  • Incorporating play into serious topics


Annie Pettit, PhD, CAIP, FCRIC
Chief Research Officer, North America at E2E Research Services Pvt Ltd