Leading Question

A leading question is worded in a way that nudges the respondent toward a specific answer. For example: "How much did you enjoy our amazing new feature?" The word "amazing" implies the feature is great, making respondents less likely to give a negative rating.

Leading questions undermine the validity of survey data because they inflate positive responses and suppress negative ones. The result is an artificially optimistic picture that hides real problems and prevents improvement.

Common forms of leading questions include: loaded language ("How excellent was your experience?"), assumptive questions ("When you recommended us to friends, what did you say?"), and negatively framed questions ("You would not say the service was bad, would you?").

To avoid leading questions, use neutral language, avoid adjectives that carry positive or negative connotations, and do not assume a particular experience. Have someone outside the team review the survey for bias. A good test: would a competitor reading the question accuse you of rigging the results?