HomeWebinarask better questions

Ask Better Questions. Get Better Data.

Discover the art of impactful survey design with Dr. Kirsten Lee Hill. Learn how to ask clear questions, avoid common mistakes, and turn your data into meaningful action—all in one session.

Webinar Summary

Introduction to the Session

In this webinar, Dr. Kirsten Lee Hill walks us through her practical and refreshing approach to survey design from her book Ask Better Questions. She shares a simple 9-step method designed to help anyone—from beginners to professionals—craft surveys that are clear, useful, and actionable. The session covers drafting questions, testing them effectively, reporting insights, and the ethical responsibility of doing research well.

1. Why This Book Was Written

  • Traditional survey textbooks are overly complex and expensive.
  • Ask Better Questions was written as a step-by-step, affordable guide for real-world survey creators.
  • It aims to demystify the process, whether you're new or experienced.

2. The 9-Step Survey Design Framework

  • The book is divided into two parts: Designing the survey and Analyzing/reporting results.
  • Each step is modular and ends with an actionable task.
  • Steps 4 and 5 are emphasized: freely draft questions first, then use a checklist to improve them.

3. Draft First, Then Refine

  • Don’t aim for perfection in your first draft—just get all your ideas on the page.
  • Use a structured checklist afterward to refine, improve clarity, and eliminate bias.
  • This two-stage approach reduces overthinking and speeds up the process.

4. Real-World Examples & Question Makeovers

  • The book includes real examples from Apple, Qualtrics, and others showing poorly worded questions and how to fix them.
  • “Bad survey design is a problem you don’t know you have—until someone points it out.”
  • Question design is evaluated through the lens of actionability: can this data lead to clear decisions?

5. Common Mistakes & Overused Phrases

  • Avoid vague terms like 'satisfaction' or complex phrases like “belonging” for younger or general audiences.
  • Use simple, clear language that aligns with your target audience's vocabulary.
  • Eliminate overlap in multiple-choice options and avoid forcing single selections when multiple may apply.

6. Testing & Timing Best Practices

  • Test your survey yourself before launch to catch issues.
  • Focus on completion time, not just the number of questions.
  • Optimize flow and remove unused or repetitive questions.

7. Ethical Considerations & IRBs

  • Understand the difference between evaluation (internal use) and research (field/generalization).
  • Respect informed consent and anonymity—even in casual surveys.
  • Even if an IRB isn’t required, ethical standards should still apply.

8. Tools, Reuse & AI-Generated Questions

  • Use validated surveys as inspiration, not direct templates.
  • AI (e.g., ChatGPT) can generate questions, but they require human refinement.
  • Explore databases like Stanford's SPARQ Tools for reference questions with context.

9. Increasing Survey Participation

  • Be transparent: tell respondents why you're asking, how it will be used, and how long it will take.
  • Incentives, urgency, and follow-ups improve response rates.
  • Close the loop—share how responses impacted decisions to build trust for future surveys.

10. Conversational Surveys & Future Trends

  • Chatbot-style surveys are more natural but may introduce inconsistency in data collection.
  • Conversational formats work well for engagement but may not suit structured research needs.
  • Consider the trade-off between user experience and data comparability.

11. Extending the Book & Community Resources

  • Kirsten runs a free newsletter sharing weekly question makeovers and tips.
  • The book is being used in schools, nonprofits, and businesses as a foundational resource.
  • New editions may include updates on AI and newer examples, but the core method remains timeless.

Meet the Speaker

Dr. Kirsten Lee Hill is a highly trained researcher and natural entrepreneur who has been leveraging her expertise to support socially conscious organizations since 2016. Through her boutique consulting firm, she makes research and data accessible and relevant. Kirsten Lee has coached over 150 entrepreneurs on measurement and evaluation, helped secure millions in grant funding for research and innovative ideas, and collaborated with renowned organizations like The Bill & Melinda Gates Foundation, New York City Public Schools, NewSchools Venture Fund, 4.0, Virgin Unite, and the Louisiana Center for Children’s Rights.

Frequently asked questions

Can I reuse questions from other surveys or AI tools?

Yes, but with caution. Use existing or AI-generated questions as inspiration, not final versions. Always revise them to match your audience and goals. Consider readability, simplicity, and relevance before using them.

Should I worry more about the number of questions or the time it takes to complete the survey?

Time is more important than quantity. A concise, well-structured 10-question survey can take less time than a cluttered 5-question one. Always test your survey for completion time and user experience.

How can I increase my survey response rate?

Be clear about your survey’s purpose, how long it will take, and how responses will be used. Following up with results or showing how feedback made a difference builds trust and boosts future participation.

Are there any common words I should avoid in surveys?

Yes. Terms like “satisfaction,” “belonging,” or “customer experience” can be too vague or confusing depending on the audience. Use simple, specific language and avoid jargon or ambiguous words.

How do I ensure people give honest, thoughtful answers?

Set clear expectations, respect privacy, and be transparent about how data will be used. Creating a sense of trust and purpose leads to more engaged and honest responses—without needing attention checks or trick questions.