On a scale from "1-5"

Three Types of People That Will Skew Your Survey Results — And What to Do About It

Asking for feedback on a scale from one to five is a common tool among researchers of all types. The problem is, this scale itself isn't as objective as we would like to think. Here are three types of well-meaning respondents whose answers can distort your data.

Type One: The Perfectionist Rater

There are some people who will simply never choose the "highly satisfied" or "5" rating because to do so would indicate they see no room for improvement. People, products, or services that may receive perfect scores from many respondents will receive lower scores from this group — for no reason related to actual satisfaction.

Type Two: The Precision Rater

This person doesn't want to exaggerate or lie. A five-point scale is limiting to someone who feels their opinion falls somewhere between the listed numbers. Someone who was highly dissatisfied may hesitate to score a 1 if they got what they needed in the end — without the option for a 1.5, they may choose a 2 and mask a truly terrible experience.

Type Three: The Safe, Middle Ground Rater

Thanks to our innate mental propensity towards the middle option, "3" can serve as a default for someone who doesn't know what to say — even if they have no real opinion on the matter. The inclusion of these default raters can drag down high scores or boost low scores, diluting the accuracy of the entire data set.

How to Solve the Problem of Skewed Survey Data

An in-person, phone, or video chat interview is the best way to understand what the numbers in your survey results actually mean. Speaking to someone and being able to ask follow-up questions can reveal the true intention behind any rating. If live interviews aren't possible, here are a few things you can do:

• Use a 10-point scale: This allows for more variation and degrees of accuracy, reducing the impact of all three types of raters described above.
• Provide a "N/A" option: To avoid a clustering of mediocre ratings from people without enough information to form an opinion, give them a way to opt out.
• Design surveys with built-in follow-up questions: An open text field prompting respondents to explain their rating will provide valuable context you wouldn't otherwise have.
• Ask if you can follow up: Give participants the option to provide contact information if they're interested in telling you more — and actually follow up when someone offers.