<- Product Newsletter /

#88 - Surveys that Work Resume Part I - Survey Process

Sent the January 18th
Author face
Article written by
Juan Jesús Millo

Writing of the week

Hello everybody! We are reading at work a book about surveys that I'm really enjoying, and I'm going to take the opportunity to create small summaries and synthesis to get the most out of it, so I'll be writing these days about the book Surveys that Work by Caroline Jarrett.

Caroline Jarrett is a mathematician and statistician specialised in forms and surveys, where she has also written other books together with other authors Forms that Work: Designing Web Forms for Usability (Morgan Kaufmann/Elsevier) or User Interface Design and Evaluation (The Open University/Elsevier).

This book is ultimately a manual for reducing total survey error, resulting in a survey with rich, uncontaminated, actionable data.

Caroline defines what a questionnaire and a survey are:

  • Questionnaire: The questions you want to send to the people you want them to answer.
  • Survey: The process of asking these questions to a defined group of people to get numbers to make a decision.

At the end of it all, we have to define who this group of people will be, what sample we should use (if they were the whole group of people it would be a census), how to get this number, and what decisions will be made based on the result.

Caroline's summary of what we need to consider when planning a survey is as follows:

  • What you want to ask
  • Who you want to ask
  • What final result you are looking for (what numerical output). In the end, a survey serves to make a decision, so it must be actionable, even if it is qualitative.

With all these points, we can prepare the survey process:

  • Define the objective of the survey
  • Define the group of people and sampling
  • Define the questions
  • Define the questionnaire
  • Launch the questionnaire
  • Collect the questions
  • Create the report and action plan

With all this information we could now start defining the complete flow of creating a survey!

You can buy the book on Amazon: https://amzn.to/3FIIGHT

Author profile on Rosenfeld Media Caroline Jarrett: https://rosenfeldmedia.com/people/caroline-jarrett/

Articles & Ideas

Revisiting why hyperlinks are blue

Black hyperlinks had been the standard for many years, but why the sudden shift to blue? One can assume that it is because RGB phosphorescent monitors were becoming more readily available in comparison to monotone phosphorescent monitors that could only produce one color. Elise Blanchards

New comic story: User onboarding (Blinkist)

Last month, we promised the full onboarding case study of Blinkist if enough people asked. Turns out 983 people requested it. 🙌 So… here's your first case study (of many!) for 2022. Growth.design

Why can the quality of data visualization make or break your project?

As a design studio, we had the chance to work on a ton of projects that contain some sort of data visualization, from simple tables to complicated charts. So in this blog post, we’ll offer a brief insight into our thoughts on the topic. Lazar Glumac

Make Beautiful Gradients

This is what Erik Kennedy has coined the “gray dead zone”. Unless you're really careful when selecting colors for your gradients, you'll often wind up with a desaturated midsection in your CSS gradients. Josh W. Comeau

Good leaders ask good questions

A common myth is that leaders make all important decisions. This assumes leaders should own decision making instead of focusing on what’s more important: the decision making process. Jehad Affoneh

A guide to becoming a senior product designer

Learn how career ladders work and how to create a career plan to climb the ladder. Aaron James

Autonomy, Relatedness, and Competence in UX Design

Addressing these 3 fundamental psychological needs in our products increases user motivation and well-being. Users will be more engaged and more likely to use our designs. Tanner Kohler


Harmony Summit by Zeplin

Deliver on the promise of design. Join us at Harmony, our first ever user summit. Meet innovative design & development teams from around the world and learn how they build beautiful products together.

Calm Calendar

Calm Calendar synchronises your events between calendars, while excluding private details. Let your colleagues know that you're busy without revealing why. The result: Fewer meeting conflicts, and better separation between work and life!

Iteration X

Collaborate and iterate directly on your live product. Iteration X allows teams to annotate and edit any website or web app collaboratively, right from the browser.


Think better. Achieve more. Clover is a digital notebook that blends notes, tasks, whiteboards, and a daily planner into one streamlined app.


Supernova manages the entire design system lifecycle in one place, without making your team change tools or maintain self-built workflows and integrations. Automate everything to fit the way you work already.

Token Master for Figma

Edit your design tokens and create new color modes using the plugin.

Mac OS 9 UI Kit

This Mac OS 9 UI Kit contains the basic components needed to recreate the Mac OS 9 interface, released by Apple in 1999.