When undertaking an employee survey by email for instance, think about a few questions upfront which provide important demographics on which to base analysis and drive improvement:

• Job title
• Division
• Regional base
• Length of service
• Age
• Sexual orientation
• Ethnicity

For clients and contacts, it’s possible to do some of the segmentation yourself, for example:

• Location
• Client type
• Key markets
• Service they use
• The main point of contact

And there are then others you can ask them directly:

• Expansion into new markets
• Who in the team do they enjoy working with

The value of any survey is in the insight it delivers. The more data there is, the more there is to analyse.