Surveys can be a great tool to keeping up with customer needs. They can help you build a case when you need to ask about adding new products or features because they give you the data to prove the case. They can help to develop an understanding of market trends and give you a chance to create trends by asking about capabilities you want to add.

Building a survey doesn’t take a team of experts and data analysts. While it would be great if we all had that option, most of us don’t. Simple tools like Survey Monkey, Typeform, and Google Forms can provide the templates and infrastructure. They offer options for multiple choice, Yes or No, and open-ended questions that let you dig into some areas more deeply and keep the survey-taking experience fresh.

There are two essential considerations if you take up the survey challenge. One is the questions, and the other is the reward for answering the questions. Let’s start with the questions that make a good survey.