Surveys by Design

Better Questions. Better Data. Better Decisions.

Surveys are essential to the work of all talent development professionals, but too often, these tools fail to deliver the actionable outcomes organizations need. Surveys by Design is an accessible guide for L&D professionals who need to create effective surveys that:

• Measure what matters most.
• Gather reliable data at scale.
• Serve diverse audiences.
• Leverage AI and other technology responsibly.
• Uncover real business insights.
• Drive engagement.
• Support organizational growth.

Measurement and evaluation experts Patti and Jack Phillips walk you through practical strategies, case studies, and examples that illuminate every step of the survey design process. You will learn how to:

• Decide when to use a survey.
• Design your research approach.
• Define clear objectives.
• Reduce bias in selecting respondents.
• Write questions people can and will answer.
• Ensure you get response rates that make your results meaningful.
• Navigate ethical challenges.
• Evaluate the quality of your surveys.

The authors also share how to leverage new technologies—including artificial intelligence—to enhance the efficiency and impact of your work, as well as how to interpret survey results accurately to solve real-world problems. They provide even more guidance in a sample survey research protocol and a handy, downloadable FAQ. Whether you’re measuring learning effectiveness, evaluating programs, or assessing employee engagement, Surveys by Design equips you to design powerful, successful surveys by asking the right questions in the right way.