Surveys have changed dramatically since 1991, when they were long and structured. Today, the rise of easy-to-use survey tools has led to 90% of questions being simple checkboxes or radio buttons. While accessible, this trend limits the depth of insights, as it doesn’t capture definitive rankings, ratings, or percentages—crucial for understanding market behavior.

To craft a valuable survey, map out what questions will offer actionable insights and avoid those that won’t. Clarity is key. For B2B surveys, always ask yourself if more depth is needed, and ensure the survey stays under 11 minutes to keep respondents engaged