Consumer Survey Design Toolkit
Design actionable consumer surveys before you build.
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Consumer Survey Design Toolkit - Design actionable consumer surveys before you build.

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Modern tools make it easy to launch surveys, but they don't teach you how to ask good questions. They won't stop teams from using leading questions or creating bloated surveys that cause junk data. The Consumer Survey Design Toolkit is a pre-flight framework to structure, clean, and validate your questionnaire logic before buying expensive platform responses. Built for startups and product teams to get actionable insights. 👇 Full details in my comment below!

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Hi Product Hunt community! I’m Elly, founder of Elly's Insight Lab. Over the years, I’ve seen so many startups and product teams spend thousands of dollars on survey tools, only to end up debating the quality of the data instead of making decisions. Most platforms are just delivery mechanisms. They don't care if your survey is 15 minutes long, causing massive straight-lining, or if your purchase intent questions suffer from a huge say-do gap. To bridge this gap between platform capability and true research methodology, I put together the Consumer Survey Design Toolkit. It’s a highly structured system designed for real-world decision-making. Here is exactly what you’ll find inside the toolkit: Survey Structure Model: A proven, psychological sectional flow from screening to NPS to reduce respondent cognitive load. The 'Say-Do Gap' Framework: Specific phrasing guidelines to capture actual past behaviors rather than optimistic, unreliable declarations. Micro-Moment Pain Points: Strategic open-ended question guides to uncover hidden, high-value opportunities. Length Benchmarks: Precise guidelines to keep your surveys concise and prevent high drop-off rates. 10-Point Validation Checklist: A final pre-flight checklist to ensure your questionnaire is neutral, unbiased, and actionable. Whether you are validating a new product idea, improving positioning, or running customer feedback studies, this framework acts as your ultimate guardrail. I’m completely open to your feedback, thoughts, and questions. Let me know how you currently tackle survey design in your teams!

How does this actually flag a leading question versus just a vague one, is it rule-based or something more nuanced? Curious how much hand-holding it does vs expecting you to know survey fundamentals already.

How does this work in practice, is it a downloadable template pack or something more interactive that walks you through the question logic as you build it out?

How does this actually validate questionnaire logic in practice? Is there a scoring system or more of a guided checklist approach?

Ran the toolkit through a draft questionnaire we'd been arguing about for days and it caught a leading question we all missed. Helpful for small teams that don't have a research lead on speed dial.

Love that this tackles the questionnaire logic before spending money on responses. So many teams skip that pre-flight step and end up with junk data they paid good money for.