The question that made Bill Belichick say “Can I be vulnerable for a second?”

A rule of thumb for designing surveys:

Optimize for ease, not just time.

If your survey is easy, people won’t care if it’s three or five minutes.

If it feels like swimming upstream, they’ll hate you.

I say this not just to make a point about improving the survey-taking experience.

When you optimize for effort, you’ll ask better questions.

Think about it.

Difficult questions are usually worse because they force shoppers to speculate – rather than simply share what they know.

For example:

A few years back, when a reporter asked Patriots head coach Bill Belichick why he didn’t train another player to be a long snapper instead of using a roster spot for one, Belichick gave a detailed nine-minute lecture on the history of long-snapping and his rationale for his staffing strategy.

Go watch it on YouTube.

Belichick is famous for his terse replies in press conferences.

Yet he spends nine minutes talking about long snappers in the NFL.

Not because the reporter asked a vague question, but because he made it easy for Belichick to provide an in-depth response.

Which is exactly what a survey question should do…

Want help designing questions that do that?

Then book a Roast.

In addition to the ‘make-it-easy’ rule, I’ll show you other tips including:

* How you can unlock exactly what shoppers want by ignoring the decree "don’t bias the participant.”

* How to use Elon Musk’s #1 rule for building rockets to design surveys quickly and at a fraction of the normal cost.

* The “museum-visitor” guide to designing survey questions that help shoppers “walk you through their own minds.”

Just click on the link.

https://www.sammcnerney.com/45-dollar-survey-roast

I’d love to help.

Cheers,
Sam