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Description

Customer Surveys: Framing the Objective, Writing the Questionnaire and Using the Results

Design a short questionnaire that produces usable answers rather than reassuring averages

  • 0.43 days — 3 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Many customer surveys are launched without anyone knowing which decision they are meant to inform. Questions steer the answer, scales shift meaning from one item to the next, the questionnaire runs too long and the response rate collapses. Results arrive as comfortable averages that nobody looks at three months later.

A three-hour virtual session to build a survey that is actually useful: framing the decision the survey must support, choosing the right moment to ask, writing neutral questions, organising distribution, and working the responses through to concrete actions.

Learning objectives

  • Frame the decision the survey is intended to inform
  • Select the appropriate survey type and moment of enquiry
  • Write neutral questions and consistent response scales
  • Organise questionnaire distribution to secure a sufficient response rate
  • Analyse the responses and present results that lead to action

What makes this programme different

Each participant drafts their own questionnaire and has it reviewed during the session
Ambiguous questions are identified through a peer comprehension test between participants
The three-hour virtual format alternates short input with work on your own project

Programme

1Framing the survey

Knowing what the results will decide

  • The decision objective and the questions to be answered
  • Choosing between a post-interaction survey and a periodic survey
  • Defining the population to be surveyed
  • Moment of enquiry and distribution channel

2Writing the questionnaire

Every question must serve a purpose

  • Neutral wording and spotting leading questions
  • Choice and consistency of response scales
  • Question order and acceptable length
  • The role of open questions and respondent identification

3Distributing and analysing

From the response file to the decision

  • Invitations
  • reminders and response rates
  • Handling open-ended responses
  • Reading results beyond the average
  • Reporting back to teams and follow-up actions

Who is it for

Quality managers · customer experience officers · marketing managers and project leads required to launch a survey with customers.

Prerequisites

No prior knowledge required

Dates & locations

12 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.