Survey Design


Create beautiful surveys for your customers or employees with ViewPoint. Your survey needs to stand out from all the other noise - and then keep people engaged to give you really valuable data.

Write questions in the right way

Feedback touchscreen kiosk device in Specsavers store


To provide the best results, questions asked need to be appropriate for the respondent and their environment.It is important to consider who will be answering, where will they be when answering and when? When writing your survey consider the time the respondent will have available to them to give you their answer. 

The magic question

“Is there anything else you would like to tell us?”

The power of this question to give insight to the issues cannot be underestimated. The magic question tells you what REALLY matters to the people answering your questions. Open questions allow them to tell you something you may not have considered. 

Smiley faces

Smiley face questions create an instant opportunity for customers to tell you what they think. Used in combination with one or two quick follow-on questions, you can understand WHY they answered that way.

Survey Design Services

At ViewPoint, we understand surveys. From large projects, where a validated customer, employee, patient, visitor or student survey is required, our consultants can advise you and ensure your survey is developed and tested, so that your results are robust.

Experian smiley button feedback touchscreen survey screenshot

Example Question Types:

  • Multiple choice
  • Multiple answer (all that apply)
  • Free form text (verbatim)
  • Routed
  • Tabular (multiple questions on one screen)

Create your own surveys

Through our Self Service platform our customers can access a range of Survey Design tools. These enable you to create your own bespoke surveys, audits and questionnaires. Alternatively, we are available to help you to develop your survey or feedback forms. 

Surveys can be:

  • Randomised
  • Image based
  • On-brand, whether text or graphics
  • Multiple languages
  • Contacts and data capture


Where to next?

  • Read all about survey design in our handy guide
  • Contact us for further information on our survey design services.

Customers Love Us

Such low-cost and yet high-value feedback is immensely helpful in getting closer to our customers. Being able to respond to their expectations will help to keep Shoe Zone ahead of our competition.
Naomi Shefford
Marketing, Shoe Zone
As responses are collected and analysed in real time, service managers are far better placed to react to feedback quickly.
Michael Marshall
Quality Co-ordinator, University of Exeter
“The facility provided by CRT was identified as one which offered the total solution to the patient experience feedback capability that the Trust was looking for. The flexibility of survey design was particularly important, as we did not want to be tied to a small number of pre-set questions. Patient representatives have been involved in survey design which we feel is very important in ensuring we involve and engage our patients.”
Vikki Caruth
Deputy Director of Nursing, Surrey and Sussex Healthcare NHS Trust

Want to get more feedback?

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