Blog
Latest updates, guides, and tips from Kicue.
Page 5 / 6
Designing Past 'What People Say They Do' — Social Desirability Bias in Surveys
A research-grounded guide to social desirability bias (SDB) in surveys. Covers when and why respondents give 'socially acceptable' answers instead of honest ones, classic mitigation methods, and five design rules to get closer to truth.
Read moreLikert Scale Design Guide — 5-Point vs 7-Point vs 9-Point and the Midpoint Question
A research-grounded guide to designing Likert scales. Covers how to choose the number of points, whether to include a neutral midpoint, label design, and the long-running statistical debate — the foundational measurement device behind CSAT, NPS, and CES.
Read moreDesigning Open-Ended Survey Questions — How to Get Both Quality and Quantity
A research-grounded guide to designing open-ended (OA / FA) survey questions. Covers how question wording, text-area size, and probes affect response quality, with practical rules for designing items respondents will actually answer.
Read moreQuestion Order Effects in Surveys — How Earlier Items Bias Later Answers
A research-grounded guide to question order effects in surveys. Covers Primacy, Recency, Anchoring, and Question-order effects, with five design rules and operational judgment on when to randomize and when to fix.
Read moreMatrix Question Design — 5 Pitfalls That Quietly Distort Your Data
How to design matrix (grid) questions that don't wreck your data. Cognitive load, straight-lining, optimal grid size, and the design patterns that protect quality — backed by academic research and field practice.
Read moreScreening Question Design — How to Let Only the Right Respondents Through
A practical guide to designing screening questions (SC) for surveys. Covers incidence rate (IR), quota planning, common failure patterns, and the design rules that prevent off-target respondents from polluting your data.
Read moreQuantitative vs Qualitative Research: When to Use Surveys, Interviews, and Focus Groups
When to run a survey, an in-depth interview, or a focus group — the structural differences, practical decision criteria, and how mixed methods combine them.
Read moreCustomer Effort Score (CES): How to Design and Run It Well
A complete guide to CES — from the original 2010 HBR research by Dixon et al., to calculation methods, industry benchmarks, and how it fits alongside NPS and CSAT.
Read moreCSAT Survey Design: How It Differs from NPS and CES, and How to Set It Up
A complete guide to designing CSAT surveys — calculation, scale choices, comparison with NPS and CES, benchmarks, and practical operational criteria.
Read moreHow to Determine Survey Sample Size: Statistical Basis and Practical Guidelines
How to determine the right survey sample size — from Cochran's formula and confidence intervals to industry rules of thumb, plus what to know about running on small samples.
Read more