Ask Better Questions, Get Better Answers

How empathy—and a little discipline—turn good research into gold

Every agency has been there. You’re digging through survey results, looking for that “aha” moment—and instead, you find… mush.

The problem isn’t the data. It’s the questions that shaped it.

A confusing scale. A tone-deaf response list. A “choose all that apply” question that reads longer than a CVS receipt. When people hit questions like that, they tune out—or guess. And that’s how great strategy ends up built on bad data.

At Evolve, we believe good research starts with empathy. We write questions people actually want to answer—because that’s how you get insights that are honest, clear, and genuinely useful.

And here’s the thing: asking better questions isn’t rocket science. It’s just craft. Here’s where most surveys go wrong—and how to fix them.

1. The “Pick Everything” Problem

If your audience is scrolling for eternity, they’re not thinking—they’re skimming.

Those endless lists of options? They don’t make you thorough; they make your respondents tired.

Do this instead: Focus on what truly matters. Limit options, group them logically, and rotate when appropriate. You’ll get cleaner data—and happier humans.

2. The “Wait, What Does That Mean?” Scale

“On a scale from 1 to 5, how strongly do you somewhat agree?”

We’ve all seen it. We’ve all sighed.

Do this instead: Keep your scales intuitive. Make sure every number has a clear meaning. If your intern or your aunt can’t instantly understand it, rewrite it. Precision builds credibility.

3. The “Leading the Witness” Question

“Don’t you think this campaign is amazing?”

That’s not research—that’s wishful thinking in question form.

Do this instead: Stay neutral. Great research listens more than it talks. The goal isn’t to confirm what you hope is true—it’s to uncover what is true.

4. The “Out-of-Touch” Response List

Few things feel worse than reading a survey that clearly wasn’t written for you.

When the right answer isn’t even there, respondents click “Other”—and your insight walks right out the door.

Do this instead: Pretest your questions. Talk to a few real members of your audience first. A five-minute gut check can save you five figures in wasted research.

5. The “Empathy Gap”

The best surveys don’t feel like surveys. They feel like conversations.

Empathy isn’t fluff—it’s strategy. When people feel understood, they engage more deeply and share more openly. That’s the kind of data that changes campaigns.

Do this instead: Write with respect, warmth, and clarity. Ask yourself: Would I want to answer this question? If not, it’s back to the drawing board.

Why This Matters

Good survey design doesn’t just protect data quality—it protects your reputation.

When your clients see clean, confident insights, they see you as the expert.

And when they trust your data, they trust your recommendations.

That’s how agencies move from making guesses to making impact.

At Evolve, we’ve spent years helping agencies refine their research instincts, build smarter surveys, and uncover the kind of human truths that power brilliant campaigns.

Because when your questions are smart, your answers shine—and so do you.

Let’s build smarter surveys together. Ask better. Learn more.