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Branded Surveys: Basic Concepts, Methods & Examples

Elias Axelsson Björklund
11 min read
Branded Surveys: Basic Concepts, Methods & Examples

Branded surveys are among the most effective tools for gathering valuable information and gaining insights into opinions, behaviors, and experiences. By asking the right questions, you can obtain the feedback needed to improve products, services, experiences, and processes. This guide is designed to give you an in-depth understanding of how to plan, conduct, and analyze branded surveys while avoiding common mistakes. With this knowledge, you can effectively use surveys to make informed decisions and drive your business forward.

Why Are Branded Surveys Important?

A survey is a method for collecting data from a specific group of people by asking questions. Surveys are used to gain insights into opinions, behaviors, and experiences. Branded surveys are particular types of surveys that carry the branding of the company conducting the research. These surveys help build brand awareness and trust as participants recognize the company’s logo and design elements. Branded surveys can enhance the perceived legitimacy of the survey, leading to higher response rates and more accurate feedback. They ensure that the input is directly associated with the brand, providing more precise insights into how customers perceive the company and its offerings. Businesses can strengthen their brand identity by using branded surveys while gathering valuable data to drive strategic decisions. Surveys are essential because they provide helpful feedback that can be used to improve products, services, and processes. By understanding the needs of your customers or employees, you can make better decisions and create a more satisfying experience for everyone involved.

What is a Branded Survey?

Branded surveys are a specialized type of survey that prominently features the company’s branding elements, such as logos, colors, fonts, and other design elements. These surveys are designed to look and feel like a natural extension of the company’s existing marketing materials, ensuring a seamless and recognizable experience for respondents.

The Importance of Following Brand Guidelines in Surveys

Adhering to brand guidelines when creating surveys is crucial for several reasons:

  1. Consistency: Consistent use of branding elements helps reinforce brand identity. When participants see familiar logos, colors, and fonts, it creates a cohesive brand experience that extends beyond typical marketing channels.
  2. Trust and Credibility: A well-branded survey can enhance the perceived legitimacy and professionalism of the survey. Participants are more likely to trust and engage with a survey that appears official and well-crafted, leading to higher response rates and more reliable data.
  3. Brand Recognition: Consistently using brand elements in surveys increases brand recognition. As participants engage with the survey, they are reminded of the brand, which can strengthen brand recall and loyalty.
  4. Enhanced Engagement: Aesthetically pleasing and familiar designs can improve participant engagement. When surveys are visually appealing and align with the brand’s look and feel, participants are likelier to complete them.
  5. Clear Communication: Brand guidelines ensure that the tone and style of the survey align with the brand’s voice. This helps in communicating questions and messages clearly, avoiding misunderstandings that can arise from off-brand language or design.
  6. Professionalism: Following brand guidelines demonstrates attention to detail and professionalism. In short, it allows the company to be consistent and have high quality in all interactions, including feedback collection.

How to Implement Brand Guidelines: a survey

  1. Design Elements: Consistently use your company’s logo, brand colors, and fonts throughout the survey. Ensure that these elements are incorporated into the survey platform you choose.
  2. Tone and Voice: Ensure the language used in the survey aligns with your brand’s tone and voice. Whether your brand is formal, friendly, or casual, the survey questions and instructions should reflect this.
  3. Visuals: Incorporate images or icons consistent with your brand’s visual identity. Avoid using generic or off-brand images that could dilute the brand’s message.
  4. Templates: Use branded templates provided by your survey tool or create your own that adhere to your brand guidelines. This ensures every survey maintains a uniform appearance.
  5. Pre-testing: Before launching the survey, conduct a pre-test to ensure that all branding elements are correctly displayed and that the survey looks professional and on-brand across different devices and browsers.

By meticulously following your brand guidelines, you can create surveys that not only gather valuable feedback but also reinforce your brand identity, build trust, and enhance participant engagement. This holistic approach ensures that every touchpoint, including surveys, contributes to a cohesive and positive brand experience.

Types of Surveys

Several different types of branded surveys can be used depending on your purpose.

Customer Satisfaction Surveys: Measure customers’ satisfaction with your products or services.

Employee Surveys: Assess employee engagement, loyalty, and satisfaction.

Market Research Surveys: Explore market trends and consumer behaviors.

Product Surveys: Gather opinions about specific products or services.

Demographic Surveys: Collect data on participants’ age, gender, income, etc.

Questback’s Solutions

Questback offers comprehensive solutions to manage these surveys effectively. Customer Experience (CX) solutions measure and improve customer satisfaction, while Employee Experience (EX) solutions increase employee engagement and satisfaction. For market research, Questback provides platforms that explore market trends and consumer behaviors. Product surveys collect detailed feedback on specific products, and demographic surveys help gather and analyze data on participants’ age, gender, income, and more. With Questback’s tools, you can gain deeper insights that drive successful business decisions.

How to Plan Effective Branded Surveys

Planning an effective survey requires precision and strategy.

Define Goals: Determine what you want to achieve with the survey and how many responses are desired.

Identify Target Audience: Decide who will answer the survey.

Choose Distribution Method: Decide whether to send the survey via email, social media, or directly on your website. Consider incentives to achieve a sufficient number of responses.

Set a Time Frame: Establish a deadline for collecting responses.

Pre-test the Survey: Have a few people test the survey to ensure the questions are straightforward and that the responses reflect what you want to explore.

Creating Effective Survey Questions

Effective survey questions are crucial for obtaining meaningful answers. To achieve this, be clear and specific by asking questions that are easy to understand. Use a mix of question types and include open and closed questions to gather quantitative and qualitative data. It is also important to avoid leading questions by phrasing them neutrally. Finally, test the questions by conducting a pilot study to ensure they work as intended.

Choosing the Right Survey Tool

Choosing the right tool can significantly affect the success of your survey. A good tool makes creating and distributing surveys easy, saving time and resources. It also provides a smooth and user-friendly experience for participants, increasing response rates and the quality of the collected data.

Additionally, the right tool offers robust analysis features that help you interpret the results efficiently and accurately. It can handle large amounts of data and generate insightful reports, making it easier to identify trends and patterns. This leads to better decisions based on reliable data.

Another important aspect is security. With a reliable tool, you can be assured that your data is handled and stored securely, protecting participants’ privacy and complying with data protection laws and regulations.

In summary, choosing the right tool can enhance the entire survey process, from design and distribution to analysis and reporting. This results in more reliable insights and a greater chance of achieving your survey goals.

Download our whitepaper and ask 10 essential questions to choose the proper feedback solution.

Happy filling in a branded survey

Analyzing Survey Results: Step by Step

Compile Data

Use your survey tool to collect all data in one place. This involves consolidating responses from different channels and formats into a central database, making it easier to manage and analyze the information.

Quantitative Analysis

Use statistical methods to identify trends and patterns in your data. This can include calculating means, medians, standard deviations, and frequencies. Use pivot tables and correlation analyses to discover relationships between different variables. This type of analysis helps you get an overall picture of how your respondents have answered.

Qualitative Analysis

Review open responses carefully to understand the nuanced opinions. Thematic analysis can identify recurring themes and categories in textual data. This provides deeper insights into participants’ thoughts and feelings, which often complement the quantitative results.


Create visual representations of your findings, such as graphs and charts. Visualizations help communicate complex data and understand it more easily. Use bar charts, pie charts, line charts, and other relevant graphical tools to illustrate your results clearly. This also helps detect patterns that may not be apparent in raw data.


Compile a detailed report with your insights and recommendations. Start with a summary of the survey’s purpose and methodology. Then, present your quantitative and qualitative results, preferably supported by visualizations. Conclude with drawing conclusions and providing concrete recommendations based on your findings. A well-documented report helps ensure that the insights you have gained from the survey can be translated into practical actions.

Following these steps, you can effectively analyze your survey results and transform data into valuable insights supporting informed decision-making and strategic planning.

Transform Survey Data into Actionable Insights

To make your survey results useful, transform them into concrete actions.

Identify Key Components: Focus on the most important results that impact your goal.

Develop Action Plans: Create plans for how to use the insights to improve operations.

Communicate Results: Share the results and planned actions with your team or customers.

Implement Changes: Execute the actions needed to make improvements.

Common Mistakes to Avoid

Conducting branded surveys can be an effective method to gather valuable feedback and data, but several common mistakes can affect the quality and reliability of the results. Here are some of the most common mistakes and how to avoid them.

Unclear and Long-Winded Questions

Unclear questions can confuse respondents and lead to unreliable answers. Ensure all questions are straightforward to understand. Avoid jargon and complicated terms that can be misunderstood. Keep the questions short and concise to maintain respondents’ interest and engagement.

Surveys that are Too Long

Too-long surveys can lead to “survey fatigue,” which results in incomplete answers or abandoned surveys. If possible, focus on asking only the most relevant questions and break up longer surveys into several shorter parts.

Leading Questions

Leading questions can influence answers by steering respondents toward a specific answer. To get objective and honest answers, phrase the questions neutrally. Avoid using words or phrases that suggest a particular answer is more desirable.

Lack of Target Audience Adaptation

The results can be irrelevant or misleading if the survey is not tailored to the target audience. Ensure the survey is designed with the target audience in mind, with language and questions that are relevant and appropriate for them.

Poor Timing

The timing of when you send out the survey can affect the response rate. Avoid sending out surveys when your target audience is less likely to respond, such as on holidays or vacations. Analyze your target audience’s behavior patterns to find the best time for distribution.

Common Mistakes to Avoid with branded surveys

Why Conduct Branded Surveys?

Conducting surveys is an effective method for collecting valuable information from your target audience, whether it involves customers, employees, or the general public. Here are some essential reasons why surveys are so important.

Understanding Customer Needs and Expectations: Surveys can provide a deeper understanding of your customers’ needs and expectations. This helps you tailor your products or services to meet their desires, which can increase customer satisfaction and loyalty.

Improving Products and Services: Feedback from a survey can provide insights into how your products or services are perceived and where there is room for improvement. This is crucial for continuous product development and staying competitive in the market.

Measuring Customer Satisfaction and Loyalty: Regularly measuring customer satisfaction through surveys helps you track how well your company performs over time. Identifying and addressing problems early can improve the customer experience and increase customer loyalty.

Making Better Business Decisions: Data collected through a survey provides a solid foundation for making informed business decisions. Whether it involves launching a new product, changing a marketing strategy, or improving customer service, survey data provides insights to help you make well-founded decisions.

Engaging Employees: Organizational surveys can help measure employee engagement and satisfaction. Understanding employees’ opinions and concerns can create a better work environment and increase motivation and productivity.

History of Surveys: Origins and Development

Surveys have a fascinating history spanning several centuries, reflecting developments in statistics, social sciences, and technology. In the 18th century, surveys were used to collect basic demographic and statistical information about the population. These early efforts laid the foundation for population studies and censuses, which helped authorities better understand and manage societies.

In the 19th century, surveys underwent a revolution as researchers began developing more sophisticated data collection and analysis methods. This led to the emergence of modern statistics, enabling the systematic processing and interpretation of large amounts of data. During this period, scientific surveys became a key component of sociology and psychology, with researchers using surveys to study human behavior and social structures.

In the 20th century, the popularity of surveys in marketing and social sciences increased dramatically. Companies recognized the potential of using surveys to understand customer needs and preferences, leading to more targeted and effective marketing strategies. Simultaneously, social science researchers used surveys to explore complex social issues, such as political attitudes, economic conditions, and health behaviors.

With the advent of digitalization in the 21st century, branded surveys have become even more accessible and valuable. Online tools and platforms have made creating, distributing, and analyzing surveys easier and cheaper. This technological advancement has increased response rates and enabled real-time analysis and faster feedback. Today, surveys are an indispensable tool for understanding and improving customer and employee experiences and making data-driven decisions across various fields.

For a deeper understanding of the historical development of surveys, you can read more at UC Berkeley’s Institute of Governmental Studies and Berkeley’s Center for the Built Environment. These institutions offer comprehensive resources and research publications on surveys and their development.

The Future of Branded Surveys: Trends and Innovations

Artificial intelligence (AI) is revolutionizing the way we analyze data and providing deeper insights than ever before. AI allows us to quickly and accurately interpret large amounts of information, giving us a better understanding of patterns and trends.

Survey tool automation significantly reduces manual labor. With automated processes, we can create, distribute, and analyze surveys with minimal human involvement, saving time and resources.

Mobile-friendly surveys are becoming increasingly common, making it possible to reach more participants. By optimizing surveys for mobile use, we can ensure that participants can quickly respond to surveys anytime and anywhere.

Personalization is another significant trend. By tailoring surveys based on participants’ previous responses and behaviors, we can create a more relevant and engaging experience. This increases the likelihood of obtaining detailed and honest answers.

Integrated solutions also play a crucial role. Integrating survey tools with other data analysis tools gives us a holistic view of feedback and trends. This allows for more comprehensive and accurate conclusions, leading to better decisions and strategies.

Summary: Branded Surveys

In summary, surveys are a powerful tool for gathering valuable feedback from customers and employees. You can gain insights that improve products, services, and processes by carefully planning, designing, and analyzing surveys. With the right strategy and tools, surveys can help you make better decisions and create a more satisfying experience for everyone involved. Use this guide as a roadmap to conduct and benefit from surveys in your organization effectively.


A branded survey is one of the most effective tools for gathering valuable information and gaining insights into opinions, behaviors, and experiences. By asking the right questions, you can obtain the feedback needed to improve products, services, experiences, and processes. Branded surveys carry the branding of the company conducting the research, helping to build brand awareness and trust among participants. This guide is designed to provide you with an in-depth understanding of how to plan, conduct, and analyze branded surveys, while also avoiding common mistakes. With this knowledge, you can effectively use surveys to make informed decisions and drive your business forward

There are several types of surveys depending on the purpose. Customer satisfaction surveys measure customers' satisfaction with products or services. Employee surveys assess employees' engagement and satisfaction. Market research surveys explore market trends and consumer behaviors. Product feedback surveys collect opinions about specific products or services. Demographic surveys gather data on participants' age, gender, income, and other demographic factors.

Planning an effective survey requires precision and strategy. First, you need to define the goal of the survey, that is, what you want to achieve with it. Next, identify the target audience, meaning those who will be answering the survey. Then choose the distribution method, for example, whether the survey will be sent via email, social media, or published directly on your website. Set a clear timeframe by determining a deadline for collecting responses. Finally, pre-test the survey by having a few people try it out to ensure that the questions are clear and easy to understand.

To analyze survey results, start by compiling all the data into a central database. Then, use statistical methods for quantitative analysis to identify trends and patterns. Next, perform a qualitative analysis of open-ended responses to understand nuanced opinions. Create graphs and charts to clearly visualize the results. Finally, compile a report with your insights and recommendations. By following these steps, you can effectively transform survey data into valuable insights for better decision-making and strategic planning.

Conducting a survey is important for gathering valuable information from customers, employees, or the general public. It helps you understand customers' needs and expectations, allowing you to tailor products and services for increased satisfaction and loyalty. Surveys also provide insights into how your offerings are perceived and where improvements are needed, which is crucial for continuous development. Additionally, they provide a solid foundation for informed business decisions and help measure employee engagement and satisfaction, which can improve the work environment and increase productivity.

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