5 Mistakes to Avoid When Drafting Empathy-Driven Survey Questions

In research, empathy isn’t just a buzzword — it’s a mindset. And it starts with the questions we ask. When we write surveys, we’re often focused on getting the data we need to make smart decisions. But if the questions feel cold, confusing, or even a little pushy, respondents are less likely to engage — and even less likely to be honest.

At Evolve, we believe empathy is essential to designing research that not only respects the person on the other side of the question but also leads to better, more accurate insights. That’s why we pay close attention to how questions are framed, because even small missteps can shape the results in ways clients may not realize.

Here are five common mistakes to avoid when crafting survey questions that are as thoughtful as they are effective:

1. Leading with Your Assumptions

It can be easy to fall into the trap of writing questions that subtly nudge people toward a particular answer.

❌ “How helpful was our outstanding support team?”

✅ “How would you describe your experience with our support team?”

Leading language introduces bias, and participants can sense when they’re being steered. Neutral, open-ended phrasing builds trust and encourages more honest responses. This is one reason companies choose to partner with a third-party research team like Evolve. A neutral voice ensures no question is unintentionally framed in a way that skews the data — or tells respondents what we want to hear.

2. Forgetting That Not Everyone Knows What You Know

As researchers (and humans), we live in our own bubbles. That means we sometimes forget to explain things clearly or assume shared context that might not exist.

❌ “How did the new CX dashboard affect your NPS tracking?”

✅ “Have you used the new customer experience dashboard? If so, how helpful was it for tracking customer satisfaction?”

Writing with empathy means slowing down just enough to make sure everyone understands what’s being asked, without having to guess or decode jargon. At Evolve, we tailor every question to the respondent’s context and level of familiarity, ensuring that every answer reflects understanding, not confusion.

3. Overloading the Emotion

We want to connect with our audience. But when survey questions use dramatic or emotionally charged language, they can make respondents uncomfortable, encourage exaggerated reactions, or shut them down altogether.

❌ “How devastated were you by the delay in service?”

✅ “How did the service delay impact your overall experience?”

Emotion absolutely has a place in research. But we should give people the space to describe their feelings in their own words, rather than prescribing them or steering respondents in a certain direction. Experienced researchers know how to strike this balance. At Evolve, we carefully guide tone and phrasing so responses feel natural, not forced.

4. Forcing People Into Boxes

Not everything is a simple yes/no. Not everyone fits into a tidy multiple-choice category. 

❌ “Did you like this product: Yes or No?”

✅ “How would you rate your experience with this product?”

Empathetic survey design means offering choices that reflect real nuance, because people are complex, and so are their experiences.  Providing a rating scale for respondents (such as Excellent, Good, Average, Poor, Terrible) allows them to indicate where they truly stand, rather than forcing a binary yes/no response. When people can express the nuance of their experience, your data becomes more honest — and far more useful. It’s why our team often recommends flexible response formats and thoughtful follow-ups. These techniques help unlock the why behind the what, which is where the real insight lives.

5. Skipping the Context

Sometimes, survey questions come out of nowhere. When we don’t frame them properly, respondents are left wondering, “Wait… what is this referring to?”

❌ “What could have been improved?”

✅ “Thinking about your most recent experience with our mobile app, what could have been improved?”

It only takes a few extra words to give someone a clearer lens, and their answers will be more grounded and specific because of it. At Evolve, we guide our clients through this kind of precision. The right amount of context helps ensure the feedback we gather is not only thoughtful but also actionable.

The Bottom Line

Empathy-driven surveys lead to richer insights — not just because they’re more “human,” but because they help people feel safe, seen, and understood. That’s when they give you their real opinions, not just their polite ones. At Evolve, we know that question design isn’t just a task, it’s a craft. Our team works closely with clients to ensure surveys are clear, unbiased, and structured to unlock insights that actually move strategy forward. Because at the end of the day, good research doesn’t just ask questions. It creates space for real answers.