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Preparing a Survey

Writing a survey can take a lot of thought and testing to be effective. You must make sure:

• it is not too long
• the questions are clear and unambiguous
• the questions are not leading.

Some things you may want to find out about your customer (specific to food products):

• does the customer look for new ingredients?
• does the customer make an effort to buy locally?
• does the customer consider herself/himself an adventurous cook? An accomplished cook?

Regarding product quality, you may want to find out:

• did the customer enjoy the product?
• what was the customer's perceived quality of the product?
• does the product look appealing? Does it look like what the customer perceives the quality to be?
• how is the aroma, flavour, and texture?
• is the nutritional content of the product important?

If you want to get impressions on the packaging and labelling, you might want to ask about:

• colour, graphics, font size, and style
• importance of recyclable, one use only, or reusable packaging
• if the packaging material should be made of glass, plastic, etc.?