From Data to Action: Five Key Lessons from UTenn’s Custom Survey Strategy
Designing custom survey questions can be a powerful way to gather actionable insights — but only if done with intention and clarity. The University of Tennessee System recently shared its approach in a COACHE Strategy Workshop titled From Data to Action: A Practical Framework for Driving Meaningful Change. Their experience offers valuable takeaways for institutions looking to tailor surveys to their unique contexts.
Here are key lessons from the UTenn System’s journey that can help you maximize the relevance and impact of your custom questions:
Start with Clear Goals and Priorities
Lesson: Before drafting questions, identify what you most need to know — not just what you might like to know. Focus on core objectives and actionable gaps.
Why it matters: UTenn began with 30 brainstormed questions but narrowed them to seven by anchoring on true priorities. This helped avoid survey bloat and ensured every question served a strategic purpose.
Engage Experts and Stakeholders Early and Often
Lesson: Collaborate with subject matter experts, campus stakeholders, and COACHE advisors throughout the process — from drafting to refining language and validating constructs.
Why it matters: UTenn’s success stemmed from thoughtful collaboration, which helped sharpen question clarity, catch unintended issues, and align with best practices.
Be Intentional with Language
Lesson: Every word matters. Define terms clearly, test for misinterpretation, and adapt validated items to suit your audience and context.
Why it matters: UTenn refined language around sensitive topics like burnout to avoid overly clinical or existential phrasing, ensuring questions were both respectful and clear.
Keep It Brief and Actionable
Lesson: Limit the number of custom questions. Prioritize breadth and utility over completeness, and use validated single-item measures when possible. Include open-ended questions only where deeper insight is essential.
Why it matters: UTenn reduced their custom set from 30 to 7 questions, adding just one open-ended item to gather qualitative insights without overwhelming respondents.
Pilot, Refine, and Communicate Results
Lesson: Test your questions with a small group, refine based on feedback, and close the loop by sharing findings and next steps with respondents. Plan for follow-up “pulse” surveys to dig deeper or track trends.
Why it matters: UTenn emphasized continuous engagement — using data to inform future surveys and communicating actions taken in response to feedback, which builds trust and boosts participation.
Bonus Tip: Commit to Ongoing Assessment
Use interim pulse surveys to monitor change, test new questions, and target specific groups for deeper insights. This iterative approach ensures your surveys remain relevant and responsive.
By following these best practices, institutions can design custom survey questions that are clear, respectful of respondent time, and most importantly — capable of driving meaningful change.