In the full process of human-centered design, the "Discover" phase relies heavily on user experience research. One of the most common tools we use in this phase is the survey. At first glance, creating a questionnaire seems simple enough—it’s just a list of questions, right? We ask a few questions related to our design topic, jot them down, format them into a document, and get people to answer.
But is it really that simple?
A survey is a research method with a very high ceiling—and a very low floor. You might get incredible insights without spending a dime, or you might invest a great deal of time and effort only to end up with weak or meaningless data that doesn’t support the next steps of the Double Diamond design process.
Today, I want to talk about a structural issue: How do we construct rational question sequences?
From Short to Long Thinking Time
Imagine you're walking down the street, and a stranger comes up to ask you what time it is. No problem—you glance at your watch and answer right away. But if that same stranger suddenly asks you what you think about a recent news event, you'd probably walk away.
begin a casual talk
As I mentioned in my previous post, filling out a questionnaire is essentially a conversation between the researcher and the participant. And just like any good conversation with someone new, it’s best to start with easy, comfortable topics before diving into deeper, more complex ones. A good rule of thumb when structuring your questionnaire is to arrange questions from short to long thinking time.
At the beginning of the survey, you can ask about basic personal information—such as age range, gender, occupation, or city of residence. These are questions that participants can answer quickly without thinking. (As long as you didn't ask for sensitive information!)
As participants move further into the questionnaire, you can gradually introduce questions that require more thought—like their opinions, preferences, or past experiences. By this point, they’ve already formed a bit of a connection with you (or at least with the questionnaire), making them more willing to pause and reflect.
answer the age question within 3 seconds
If you’ve already had a friendly chat with a stranger about the weather and food, it doesn’t feel so awkward to shift to the recent news events. The same principle applies to good questionnaire design—start simple, then go deeper.
From Objective Facts to Subjective Perceptions
One commonly used tool in UX research is the empathy map, which includes four main sections: what users say, do, think, and feel. Many people create questionnaires and ask questions based on these four sections randomly. In reality, however, the sequence of these questions matters.
From my experience, it’s more effective to begin with objective facts before moving on to subjective perceptions. In other words, ask participants first about what they heard, saw, or did—and only then ask how they felt or thought about those experiences.
the empathy map didn’t tell you the sequence
The reason is straightforward: participants generally find it easier to accurately report on objective experiences that have already happened—such as actions they’ve taken or things they’ve observed. On the other hand, subjective perceptions are often more difficult to articulate. People may not have reflected on their feelings or thoughts in depth, and when asked to share them, their answers might be incomplete, hesitant, or inconsistent. This doesn’t mean they’re being dishonest—after all, how many of us truly understand ourselves 100%?
Another advantage of starting with objective facts is that it allows researchers to cross-check the data. If someone says they’re not afraid of roller coasters but the frequency of riding is very low, that inconsistency becomes an interesting point to explore. These contradictions often lead to valuable insights. In follow-up stages—such as one-on-one interviews—you’ll have the chance to dig deeper and uncover why those inconsistencies exist. (To be honest, the most exciting moments in UX research are when you find there is a lie or contradiction.)
Ask Questions in a Logical Order
Whether you're asking about objective facts or subjective opinions, it's essential to follow a clear and logical order when structuring your questionnaire. This logical flow can be based on chronology, importance, or any other sequence that aligns with the user’s natural way of thinking and recalling experiences.
For example, a common scenario in UX research is creating a user journey map, which outlines the steps a user takes when interacting with a product or service. To collect accurate data for this kind of map, your questions should follow the chronological sequence of that journey.
Have you heard of this product before?
Where did you first learn about it?
Did you decide to purchase it?
Through which channel did you make the purchase?
........
Asking questions in a sequential, logical flow helps participants recall events more clearly and answer more confidently. On the other hand, if you disrupt this sequence—like asking where they bought the product before asking how they heard about it—participants may struggle to organize their thoughts. This can lead to longer response times, confusion, and lower-quality data.
frequently used logical orders, but not limited to these
That said, there’s no one-size-fits-all logic for every questionnaire. The best sequence depends on the nature of your topic and your research goals. A great way to test your structure is to give your draft questionnaire to a friend. If they encounter moments of hesitation or confusion, it likely means something is off in your question order. Small tweaks can greatly improve the clarity of the questionnaire and the quality of the responses you collect.
Summary
When you're first drafting a questionnaire, it’s totally fine to throw in a long list of potential questions—brainstorming without restraint is part of the creative process. But once you move on to refining your questionnaire, the focus needs to shift to quality and flow.
To create a truly effective questionnaire, you must carefully sequence your questions to ensure the participant’s experience feels smooth and natural. Remember, the questionnaire is often the first user experience you design as a researcher or designer. It’s your first point of contact with your participants, and it sets the tone for everything that comes next. A well-structured, thoughtful questionnaire can help establish trust and engagement, laying the groundwork for deeper, more meaningful research in later phases.
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