Don't let this happen to you!

Can you find the problem with this question design?

Imagine you are the shopper using the "self-check-out" lane and did not have any interactions with store employees at check out.

This question forces the respondent to provide an answer to something that there is no valid response.

The solution? A simple "N/A" or "Does not apply" option.

Forcing a respondent to answer every question without an option to skip a response, often leads to junk data.

And worse, business decisions made based on junk data often results in a waste of financial resources.


We would never allow this to happen for any of our clients.


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Bad Design, Survey Design, Market Research, Business Decisions, Brand Health, Brand Health Gurus, Insights 4 Less, Online Panel, Consumer Panel