2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Designing Surveys that Work

#sxsw #surveys


ATTENTION: You must signup in advance to attend this workshop. You will need to have a valid SXSW badge, and an activated SXsocial account. To reserve your seat, please go here: https://sup.sxsw.com/schedule/IAP25067

Survey research is widely used to measure users’ attitudes and collect product feedback. At a glance, survey research seems straightforward: it’s easy to write questions, and there are many inexpensive tools to field surveys. However, there is a wide gap between quick-and-dirty surveys and surveys that are properly planned, constructed, and analyzed. In this eight hour long workshop, we will first discuss when surveys are an appropriate tool to use and then review survey fundamentals. Second, we will examine elements of high-quality questionnaire design, including when to use various question types, questionnaire biases and question types to be avoided, visual design guidelines, as well as what else needs to be taken into account from launch to analysis. Interactive exercises and numerous examples are used throughout to engage the audience with the material and to make it immediately applicable to their work.

- The tutorial targets both those wanting a foundation to start using surveys and other feedback-gathering methods, as well as those looking to refine their existing survey research efforts. Even though not required, having a specific survey need in mind will make the workshop more immediately applicable as individuals can work through their own survey example.

What to Bring:
- We will provide a workshop booklet; however, we assume that everyone will at least have pens handy.



Aaron Sedley

Sr UX Researcher


Aaron Sedley is a user experience researcher at Google who focused on tracking and analyzing user attitudes via surveys. He currently leads survey research within Search, and consults with teams across Google on survey methodology, planning and implementation.

Aaron initiated Happiness Tracking Surveys (HaTS) at Google in 2006, an attitudinal measurement platform that is now deployed across over 15 products. He is also instrumental in bringing understanding of Change Aversion to Google, and evangelizing a framework to minimize users' pain when familiar products are changed.


Elizabeth Ferrall-Nunge

UX Research Mgr


Elizabeth is a User Research Lead at Twitter in San Francisco, USA. Prior to her work at Twitter, she was a UX Researcher for Google Inc, where she worked on Google Maps. She received her bachelor’s degree in Human-Computer Interaction and Computer Science from Carnegie Mellon University in 2007.

Thanks to our sponsors

Miller Lite Monster Energy Esurance Chevrolet AT&T IFC Subway Austin Chronicle

Music sponsor

Sonic Bids

Interactive sponsors

Deloitte American Express Pennzoil