Shane McMurray

Make your questions clear and concise. Avoid YES/NO questions and answer combinations. Also, think about how you want to use this data later... that should help drive your question type choice. If you want to ask a question but don't know what the quantifiable list would be, use an open-text question for the first survey, then get a list of quantifiable options from the open text for the next survey.

Think about it from the person taking the questionnaire... if I were X, how would I classify myself? Then, use that to help define your audience. You should also consider a screening question to help you filter out folks who likely won't meet your criteria.

Most of my research projects have come from a theory or need to prove something right or wrong. This then helps direct the type of questionnaire, the audience, etc. Then just start writing down ideas or questions that will help you prove your theory. You will fine-tune and clarify things later... but this has been the process that's worked for me for the past 20 years.

I think others have said it here. What problem are you trying to solve, and what are the benefits? But I think you need to dig a little deeper and ask if this is a unique product or service or a commodity (commonly offered, think dish soap). If it is a commodity, everyone knows what dish soap is... so here, you need to start thinking more about the specific targeted customer... someone who needs dish soap or someone who needs dish soap that is X (any list of things). I think features and differentiation must be tied more to your specific market segment here... it could also be the price... think hard drive, I need a 1TB replacement, $20 less if I buy online and get it 2 days vs local pick up... worth it or not?

Too many companies are stuck perfecting what they are trying to deliver... try delivering an MVP (minimum viable product), then iterate over and over until you get the magic sauce. It doesn't all have to be perfect, and it doesn't all have to be automated... prove it works, then adjust and automate as needed.

Differentiation can come in different forms. You can offer the same exact service, but because you have a streamlined process, you can provide it faster and at greater profit for yourself. For example, if you are a photographer (don't kill me here), automate or outsource your editing process with your specs... this can save you time and money and put more profit in your pocket. This is a differentiation strategy.