In this article, you’ll learn more about the art and science of asking the right questions in community engagement projects. We'll explore how to optimize your survey's length, create a solid structure, and ultimately, how to design surveys that truly capture the pulse of your community.
What is a community engagement survey and when do you use it?
A community engagement survey is a tool designed to collect feedback, preferences, and concerns from residents. Since they are easy to set up and provide a low-threshold way for community members to weigh in on crucial policy topics, it’s no surprise that surveys are a popular participation tool.
The goals of a community engagement survey include:
- Collecting actionable insights: Gather data in a format that is easy to analyze and act upon.
- Informing community members: Provide residents with information about upcoming projects and changes.
But not all surveys are created equal. Traditionally, surveys were conducted in person or on paper, limiting both reach and representativeness. Today, online surveys allow you to engage with a broader and more diverse audience, making your data more reliable and reflective of the whole community. Additionally, digital tools offer more interactive features—like maps and visuals—that help bring surveys to life and foster deeper dialogue.
A well-designed survey is more than just a questionnaire — it's a communication channel that invites residents to participate at the right moments, such as when a new project is proposed or a policy is being reviewed. This way, you can ensure that your community feels heard and involved in the process.
Key principles for structuring your community engagement survey
Before you begin formulating specific questions, it’s essential to create a solid structure for your community engagement survey. A well-structured survey sets the foundation for effective engagement, making it easier for participants to provide meaningful input.
1. Clarify the purpose
Every survey should start with a clear objective. Whether seeking feedback on a new housing development, improving public transport, or gathering opinions on environmental initiatives, knowing the purpose will help you:
- formulate focused and relevant questions
- gather data that is actually relevant to your project
- help respondents understand why their input matters
For example, if your project aims to improve cycling infrastructure, frame the survey to explore current cycling habits, potential barriers, and what improvements residents would like to see.
Tip: Begin your survey with a brief introductory statement explaining what the survey is about and how the information will be used. This transparency builds trust and encourages participation.
2. Consider your demographic
Knowing who you're targeting is crucial for creating a survey that resonates. Are you engaging residents from a specific neighborhood, business owners, or a mix of community stakeholders? Your questions should be tailored to the experiences and needs of your audience.
For example, if you're developing a new public park, families with young children might prioritize playgrounds, while older residents may care more about accessibility and seating. Understanding these diverse needs ensures your survey is inclusive and relevant.
Reviewing past engagement activities can also provide insights. Were certain groups underrepresented in previous efforts? Are there barriers, such as language or access to technology, that may prevent participation? Addressing these factors in your survey structure can make a significant difference.
Tip: Consider translating your survey into the languages spoken in your community and involve local leaders in co-designing the survey. This will help you reach more people and create a more inclusive process.
3. Keep your survey short and to the point
Survey fatigue is real. If your survey is too long or repetitive, participants may abandon it before finishing. To avoid this, focus on the essential questions that align with your objectives and use features like skip logic to streamline the experience.
What is skip logic? For example, if a respondent indicates that they don’t own a car, skip questions about driving habits and focus instead on public transit or cycling. Incorporating a mix of text, visuals, and interactive elements like maps also helps keep respondents engaged.
Tip: Use skip logic and visuals to reduce survey length and increase engagement. This keeps the survey dynamic and prevents drop-off.
4. Ensure accessibility
Your survey should be designed to be usable by everyone, including people with disabilities. Include features like alt-text for images to support respondents using screen readers and offer alternatives for interactive question types.
Instead of using an interactive slider that requires dragging a slider handle to indicate a preference level, for instance, consider using a linear scale question type with the labels explicitly listed above each option.
Tip: We’re always on the move. So make sure your survey can be completed from the subway as well as from the office.
Tips to formulate effective survey questions
Once your survey structure is set, the next step is drafting questions that will capture the insights you need. The way questions are framed has a direct impact on the quality of data you collect.
Your objective is to get as many responses as you can so you can make the best decisions. But to do this, you need to follow a few basic “rules.”
1. Keep your language simple and specific
Unless you’re asking Ph.D. students about their opinions on string theory, there’s no need to include jargon or complex language. Instead, use simple, straightforward language that everyone can understand, regardless of their background or expertise.
For instance, if you're asking about residents' opinions on local environmental policies, frame the question as, "What do you think about our current recycling program?" instead of using overly technical language like "Evaluate the efficacy of municipal waste management protocols."
Think about how you would explain the topic in everyday conversation. The goal is to make it easy for participants to engage without second-guessing what the question means.
2. Avoid leading questions
It's important to ask questions neutrally, without pushing respondents toward a particular answer. Leading questions can plant an opinion and skew the data you collect. For example, instead of asking, “How satisfied are you with our excellent public services?” a more neutral approach would be, “How satisfied are you with the public services provided in your area?”
Even in online surveys, people exhibit what social scientists call social desirability bias. This is the tendency for people to answer questions in socially acceptable ways. In some cases, it means overreporting good behaviors (“I get up from my desk every hour”) or underreporting perceived negative behaviors (“I drink alcohol once per week”).
Present questions in a way that allows respondents to form their own opinions, ensuring that the feedback you receive is unbiased and useful.
3. Ask one question at a time
Double-barreled questions—those that ask two things at once—can confuse respondents and lead to unclear answers. For instance, instead of asking, “How was the community meeting and the location?” split it into two separate questions: “How would you rate the community meeting?” and “What did you think about the meeting location?”
4. Avoid second-hand knowledge questions
“Does your community have a problem with crime?”
Not only are “crime” and “problem” vague, it might be challenging for a resident to report on something related to the community at large. The responses to the question wouldn’t be reliable. Stick to asking questions that cover people’s firsthand knowledge.
If you are trying to understand the prevalence of criminal acts, it would be better to ask: In the past 12 months, have you been the victim of a crime?
5. Use a variety of question types
To gather the most useful input from your community, it’s important to offer a variety of question types. This not only keeps respondents engaged but also makes it easier for them to provide thoughtful, relevant feedback. Different question formats help you collect a range of data and cater to different ways people prefer to respond.
- Map-based questions: Great for gathering spatial data. These allow residents to identify specific areas of concern, like marking where a new bike lane should go or highlighting locations for public improvements.
- Multiple-choice questions: Ideal for quickly capturing quantifiable data, multiple-choice questions help identify trends or preferences across a broad audience. They are easy to answer and analyze, making them a good choice for gathering opinions on various topics.
- Open-ended questions: While they require more effort to analyze, open-ended questions are useful for collecting detailed, personalized feedback. They give residents space to express thoughts in their own words—perfect for when you need richer insights. And with Sensemaking, Go Vocal’s AI analysis tool, you can analyze the information in no time.
- Image or picture choice questions: A picture paints a thousand words. But in a survey? It does so much more. Ask a picture choice question and make your survey even richer. Tell a story, and show rather than tell.
- Rating questions: These let respondents express how strongly they feel about an issue, such as rating their satisfaction with local services or a project proposal. It’s a simple way to capture nuances in opinions.
Test, test, and test again
Finally, make sure to thoroughly test your survey before it goes live. Ideally, this should involve a sample from your target audience to ensure the questions are clear, the flow is logical, and the data is useful. Don’t forget to test how the survey performs on different devices.
Testing isn’t just about finding technical glitches. Ensure that your questions elicit the kind of responses you need and that your survey is easy to navigate from start to finish.
Watch our webinar on survey design
Our UK team covered survey design best practices, from question formulation to structuring surveys for optimal engagement, in a webinar. Watch the webinar now to ensure your next survey not only gathers the right data but also encourages participation.
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