Mary Johnstun

In our last post, we highlighted mistakes that torpedo your business communication. This time we’re getting a little more specific and focusing on research. There’s not one correct way to conduct a survey – no magical formula to follow – but there plenty of ways to do it incorrectly. Look below for a list of six common survey mistakes we’ve seen time and time again, and be sure to read the details under each to learn how to avoid them.

Common Survey Mistake No. 1: Using Biased Language.

​Want valid results? Keep your language neutral. The words you choose have a direct impact on the way people answer. Similarly, if you want to know how people really feel, you have to provide a range of responses that allows them to accurately express their opinions.

Common Survey Mistake No. 2: Bundling Words.

.Watch out for bundled words. We often tie different concepts together without realizing it. Let’s say you’re gathering feedback from employees regarding their supervisor. You might ask whether they feel their boss is “honest and transparent” – but that would be a mistake. A person can be very honest but hesitant to share what’s on their mind. If you want to measure honesty and transparency, you’ll need to include two separate questions.

Common Survey Mistake No. 3: Providing Answer Options That Overlap

Provide clear answer options that are mutually exclusive. One common survey mistake is to provide ranges of numbers that actually overlap, making it impossible to trust your results. Here’s an example of how to do this the WRONG way:

• In the last 30 days, how many times have you used Product X?
• 0-3 times
• 3-6 times
• 6-10 times
• 10 or more times

And here’s how to ask the same question properly:

In the last 30 days, how many times have you used Product X?

• 0-3 times
• 4-6 times
• 7-9 times
• 10 or more times

Common Survey Mistake No. 4: Failing to Give Respondents an Option They Feel Comfortable With.

This next tip is related to the last one: With rare exceptions, it’s a bad idea to force people into selecting an answer they’re not comfortable with. In essence, they feel like they have to lie. Instead, include options like “Other” and “N/A.” You might lose a few responses to individual questions, but your respondents will be more likely to finish the survey. Some data is better than none!

​Common Survey Mistake No. 5: Asking Irrelevant Questions.

Be sure to ask the right questions of the right people. Conditional logic is a great way to reduce the burden on survey respondents and get just the answers you need. It’s a great practice to include some questions up front that funnel respondents into a set of highly relevant survey items, but double-check that every question makes sense in context. Otherwise your respondents might check out.

Common Survey Mistake No. 6: Doing It Yourself When You Really Shouldn’t.

​While it’s tempting to cut costs and attempt to do it yourself, consider the benefits of working with an expert partner. You can expect increased participation due to a heightened sense of confidentiality among respondents; professional reporting and sensemaking; and, of course, a huge reduction in the time you or your staff have to spend on research and analysis. While we would, of course, encourage you to reach out to Lexicon & Line for your survey needs, there are plenty of established research and consulting firms with the experience and expertise to develop a valid and reliable survey instrument that’s tailored to your organization.

Stripped down to its essence, communication is the exchange of information from point A to point B. Simple, right? But as anyone who’s played a game of “Telephone” knows, a lot can go wrong on the journey from sender to receiver. This article will list five business communication mistakes that will sink your messages in a hurry—if you let them.

Business Communication Mistake #1: Using the Wrong Tone for the Audience

Many business communication mistakes can be avoided simply by considering your audience before writing your first word. When composing an email, it’s smart to be fairly formal unless you have an established relationship with an individual and understand their preferences.

Think about the mindset your recipient is likely to be in when they read your words. Think about your own mindset. If emotions are running high, step away and come back when you’re calm.

Remember that the tone you set in your written communication should reflect the tone you want to set for your brand, whether you are an individual or represent a business.

Business Communication Mistake #2: Communicating Without a Clear Focus or Purpose

Readers give the average email (if opened at all) an average of three seconds of attention. Electronic communication in general has conditioned us to have shorter attention spans. As a result, it’s more important than ever to consider the purpose of your communication and state it clearly, right up front, to ensure the reader can decide right away that your communication is relevant to them.

In an email, developing focus starts with the subject line. In 50 characters or less, use your subject line to:

• give a deadline,
• ask a question,
• make an announcement, or
• state a request.

If you can’t identify a clear purpose for writing, don’t waste your recipient’s time.

For more information about the rhetorical appeals, read this brief overview from Louisiana State University.

Business Communication Mistake #3: Not Using the Proper Organization or Formatting

Readers like it when ideas are communicated in a logical way, and according to the norms of the medium. A written report, for example, should include strong topic sentences; clear subject lines; headings and subheadings; lists and bullet points; and tables, charts, and infographics when they make sense. Regardless of medium, a wall of text is rarely inviting. Break up text with white space, images, and color, but don’t be haphazard. Be consistent with fonts and colors. If your business doesn’t have a style manual or brand guide, it’s a good idea to create one.

Business Communication Mistake #4: Failing to Appropriately Develop Your Ideas.

When crafting your message, be like Aristotle, the ancient philosopher who famously sought balance in all things. Aim to provide just the right amount of information—not too much and not too little—and to convey your knowledgeability and professionalism without coming across as a know-it-all.

Speaking of the Greeks, it’s always a good idea to employ the principles of rhetoric they developed more than two millennia ago. Consider the three rhetorical appeals shown in the graphic below. Individuals might respond more strongly to one rhetorical appeal or another, but in general, successful communication achieves a balance between all three.

Business Communication Mistake #5: Neglecting to Properly Edit Your Message.

Poor (or nonexistent) editing can ruin an otherwise perfect piece with focus, the correct tone, great organization, and well developed ideas. If spelling and grammar aren’t your thing, that’s perfectly fine! Own up to it and put procedures in place to ensure you’re sending the best communication possible. When you can, engage another reader who has strong writing skills. Otherwise, consider using tools such as Grammarly that go beyond the spelling and grammar checking features built into office software and web browsers. If you realize you’ve made a mistake, catalogue it so you can avoid it next time.

Elevating your business communication to the next level takes time and effort but is worth the reward. Here at Lexicon & Line, we’re passionate about helping agencies, businesses, colleges, and non-profits better connect with those they serve. If you’re interested in learning more about how we can help you improve communication in your workplace, reach out to us. We look forward to hearing from you!