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SurveyMonkey is built to handle every use case and need. Explore our product to learn how SurveyMonkey can work for you.

Get data-driven insights from a global leader in online surveys.

Integrate with 100+ apps and plug-ins to get more done.

Build and customise online forms to collect info and payments.

Create better surveys and spot insights quickly with built-in AI.

Purpose-built solutions for all of your market research needs.

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Measure customer satisfaction and loyalty for your business.

Learn what makes customers happy and turn them into advocates.

Get actionable insights to improve the user experience.

Collect contact information from prospects, invitees and more.

Easily collect and track RSVPs for your next event.

Find out what attendees want so that you can improve your next event.

Uncover insights to boost engagement and drive better results.

Get feedback from your attendees so you can run better meetings.

Use peer feedback to help improve employee performance.

Create better courses and improve teaching methods.

Learn how students rate the course material and its presentation.

Find out what your customers think about your new product ideas.

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Best practices for using surveys and survey data

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How to get answers from your niche market

Using qualifying questions to keep your responses relevant

Trying to get to know your target market? Surveys are a great way to capture relevant insights that’ll shape your brand, messaging, product, and more.

And although it’s important to ask the right questions in your survey, it’s just as important to be sure you’re getting answers from the right people.

What do we mean? Let’s say you’re starting an online tea subscription business, and you need to determine what to stock, product and subscription pricing, delivery options, your marketing message, and more.

The last thing you’d want is to get answers from a bunch of people who don’t like tea or very rarely drink it.

How do you know whether people drink tea or not? Ask them, and use their responses weed out the non-tea drinkers from the tea lovers. But if you’re going to be disqualifying people, how can you be sure you get enough responses for an accurate representation of your target market?

The proportion of qualified people who respond to your surveys is known as your incidence rate. You can determine your incidence rate by calculating it before sending out your survey. That way, you can be sure to account for the challenges you may face when trying to get in touch with a niche market.

For example, if you want 100 completed responses for your survey and your calculations estimate an incidence rate of 50%—meaning only half of the people you send your survey to are qualified to answer your questions—you should send your survey to 200 people.

We've got millions of people ready to tell you what they think. Easily create and send your survey through SurveyMonkey Audience to get answers fast.

It’s a good idea to ask qualifying questions at the beginning of your survey, like “How often do you drink tea (hot or iced)?” People who respond “Never or almost never” are disqualified, meaning you won’t waste your (or your non-tea-drinking respondent’s) time.

And even though “disqualify” may sound mean, sometimes it’s best to make sure that you’re not getting useless data from folks who don’t know or care much about the topic. So adding a page logic and a disqualification page to your survey will allow you to take these people out or just direct them to relevant questions.

Now go forth and survey with confidence, knowing that the questions you ask are reaching the right people and the answers you collect are useful.

Looking for more best practices on using qualifying questions (also known as “screening questions”)? Check out “A guide to using screening questions in your survey.”

Brand Marketing Manager

Brand marketing managers can use this toolkit to understand their target audience, grow their brand and prove ROI.

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The consumer products and services industry, including CPG, travel and hospitality, relies on SurveyMonkey insights to shape what’s next.

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See how SurveyMonkey helps retail companies to navigate evolving market trends, develop products that delight and build beloved brands.

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See how professional services organisations use SurveyMonkey to gain customer and market insights.