Define the decision first
Write down what the team will do with the result. If there is no plausible action, remove the question or move it to a different research project.
Ask one thing at a time
Avoid combining multiple experiences in one prompt. Use plain language, provide answer choices that cover the likely responses, and offer an optional open text field for context.
Choose the right scale
Use a rating scale when you need a consistent signal, a multiple-choice question when the options are known, and an open question when you are still learning how customers describe the issue.
Design for the moment
A prompt shown at checkout, after setup, or following support should reflect that moment. Keep the first interaction short and do not make people repeat information the team already has.
Explain privacy and next steps
Tell respondents whether their answer is anonymous or attributed, who may review it, and where to go for urgent or account-specific help. Then define how the team will review and follow up.