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Food for thought: Form and format

We’ve discussed the importance of asking the right questions, but the way in which you ask them also counts.

Quantity or quality? Is it better to talk in depth to a select few or to distribute an online survey as many as possible? Who is the target group? How many respondents are needed to produce meaningful results? What’s the best way to contact them? Does it make that much difference if you interview respondents in their own language?



There are many questions to consider when it comes to the format and form of a survey, and they should align with the needs and goals of a client.

We’ll be summarizing some of our answers to these many questions and more in an easily accessible format, so look out for our new FAQ guide to choose the ideal format for your survey early in the new year. We’ll be publishing a series of posts to remind you of the important points to consider throughout the first quarter.

If we start with ‘Why not do it ourselves?’, we’d give you three main reasons:

  • First, our non-biased approach means there’s no risk of personal influence and respondents are able to speak freely and anonymously.

  • Second, we bring decades of expertise to the table, employing a range of methods to get the insights you need, before interpreting the data so you can use it strategically.

  • Third, save your internal resources so that staff can focus on the tasks that they were employed to do.

We’ll take care of everything, so you don’t need to.

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