How to create effective custom questions in 3 steps

The question library feature on the My Effectory platform allows you to manage questions tailored to your organization’s needs. This article explains how to formulate effective custom questions.

Instead, if you want to add custom questions to your library or include Effectory questions, read more here: How to add custom questions to your library – Effectory.

If you want to adjust existing questions in your library, read more here: How to adjust existing custom questions – Effectory.

 

The survey questions that we offer in our Effectory question library are scientifically validated and designed to be clear, reliable, and statistically robust. However, we understand that organizations may need to ask custom questions on specific topics relevant to their employees.​

In the following you will find practical guidelines to help you formulate high-quality survey questions that lead to meaningful, actionable insights.

1. What information can you ask? ​
2. How can you write clear, relevant, and actionable survey questions?​
3. How can you select the most effective answer scale to gather meaningful insights?​

By following our best practices, you can create clear, relevant, and reliable questions that enhance the quality of your employee surveys.​​

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1. Choose the right information to ask

Restricted Data Categories

You cannot process data related to:

❌  Racial or ethnic origin (e.g., nationality, country of birth, ancestry)

❌  Sexual orientation (e.g., sexual preferences)

❌  Political views

❌  Religious or philosophical beliefs

❌ Trade union membership

❌  Genetic, biometric, or health data
(e.g., asking about workload is fine, but not stress or illness caused by it)

❌  Criminal convictions and offences
(e.g., asking about experiences of workplace harassment is allowed, but not whether someone committed harassment)

Best Practices

✅  Keep questions neutral and workplace-focused.

✅ If sensitive data is needed, check legal requirements.

✅  Always ensure GDPR compliance before conducting surveys.

 

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2. Write clear, relevant, and actionable survey questions

Well-crafted questions lead to clear, actionable insights. This article provides insight into best practices for formulating effective questions:

1. Keep It Simple

Use clear, straightforward language. Avoid abstract terms (e.g., "culture" or "sustainable employability") and ensure employees have enough knowledge to answer.

2. Be Specific

Define what you want to know precisely:
Wrong: “Communication in my organization is clear”
Right: “Communication from [Department X] to our team is clear.”

3. Use Positive Statements

Frame questions positively to align with the Likert scale (Strongly Agree – Strongly Disagree):
Wrong: “My organization needs to improve to meet customer expectations.”
Right: “My organization is improving to meet customer expectations.”

4. Keep It Consistent

Use the same tone and spelling throughout. Ensure questions fit the organizational level (e.g., “My role is clear”, “My team’s goals are clear”, “My organization’s goals are clear.”)

5. Avoid Common Pitfalls

• Leading questions
  ❌ "What problems do you have with marketing?”
  ✅ "How likely are you to work with marketing?”
• Double-barreled questions
  ❌ “How well do team members communicate and collaborate?”
  ✅ Separate into two questions.
• Jargon & abbreviations
  ❌ “My team lead helps me reach my KPIs.”
  ✅ “My team lead helps me reach my goals.”
• Self-assessment
  ❌ “I contribute to my organization’s goals.”
  ✅ “People in my organization contribute to its goals.”

 

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3. Select the most effective answer scale to gather meaningful insights

Choosing the right answer scale ensures accurate and meaningful survey responses. Here’s when to use each type:

1. Likert Scale (5-Point Scale)

Best for: Measuring agreement, satisfaction, or frequency of behaviors.

Example: "I believe my organization is making improvements to meet customer expectations." (Strongly Disagree – Strongly Agree)

2. 1-10 Scale with Smiley Faces

Best for: Subjective assessments and sentiment measurement with a visual element.

Example: "How likely are you to recommend The Happy Company as an employer?" (1 = Sad face, 10 = Happy face)

3. Yes/No Scale

Best for: Simple, fact-based questions with two possible responses.

Example: "Did you attend the recent company event?" (Yes/No)

4. Open-Ended Questions

Best for: Gathering detailed feedback and qualitative insights.

Example: "If you could give [Company Name] one tip, what would it be?"