“Don’t bias the witness” is the Dwight Schrute of survey design that you should completely ignore

Let’s get pedantic for a second.

Do you hear the hint of marketing in the first question?

Q1: When considering moisturizers, to what extent are oil-free products important to you? 

• Very important

• Somewhat important

• Not important at all
  

Q2: When considering moisturizers, to what extent are products that do not contain oil important to you?

• Very important

• Somewhat important

• Not important at all

Survey purists would debate replacing “oil-free products” with “products that do not contain oil.”

But you should almost always avoid these pedantic squabbles and focus instead on the question itself.

The line “when considering moisturizers” is grotesque.

Besides a few exceptions, nobody “considers” moisturizer ingredients.

It’s such a psychologically insignificant topic that there’s no point in even asking about it.

Now, “Oil free” might have its methodological issues.

But if you sell moisturizers, you’re far more likely to get misled by the ugly construction of the question than the relatively harmless phrase “Oil-free.”

I’d use this:

Q1: Before your purchase today, did you commit to an oil-free moisturizer?

• Yes

• No

• Considered but didn’t commit

Q2: Is there an ingredient or attribute you did commit to?
For shoppers who select ‘Considered but didn’t commit’

By the way, if you’re at an ecommerce brand, you’ll probably survey your customers in the coming months.

When do you, Book a Roast and I’ll help you construct great questions – questions that are pointed, easy to answer, and connected to your goals.  

Just click on the link below.

https://www.sammcnerney.com/submit-a-request