How We Keep Surveys Fair, Respectful and Bias-Free

3 Oct

When we design a survey at Viewpoint, we don’t just think about the questions — we think about the people answering them. For us, good research is as much about how you ask as it is about what you ask. If the design is biased or unfair, the data won’t be reliable. And if the survey doesn’t respect people’s time or circumstances, we risk losing their trust.

So, here’s how we approach ethics in survey design — focusing on two things we care a lot about: minimising bias and respecting respondents.

How We Minimise Bias

Bias can sneak into surveys more easily than you’d think. Over the years, we’ve seen how small choices — the way a question is worded, or the options you offer — can sway the results. That’s why we pay close attention to things like:

Wording questions neutrally
We avoid loaded phrasing. Instead of “How much do you enjoy our excellent service?” we’d say, “How would you rate your experience with our service?” Neutral and fair.
Balancing answer options
If you only give people positive choices, you’re not getting the full picture. We always include the full range — from negative through to positive.
Mixing up the order
Sometimes just the sequence of questions can make a difference. We shuffle where it makes sense so no one question sets the tone for the rest.
Getting the right mix of voices
Sampling bias is a big one. If only certain groups respond, you miss key perspectives. We make a conscious effort to reach harder-to-access groups — sometimes that means mixing online, phone, or face-to-face approaches.

How We Respect Respondents

We believe if someone takes the time to share their views with us, they deserve respect at every step. Here’s what that looks like in practice:

Being upfront
People should know why we’re asking, what we’ll do with their answers, and that they can stop at any time. Clear and simple.
Protecting privacy
When we say responses are anonymous or confidential, we mean it. Data is stored securely, and we never share personal details without consent.
Making surveys accessible
Not everyone can or wants to fill in an online form. We think about literacy levels, translations, and alternative formats — like large print or phone interviews — so more people can have their say.
Keeping it concise
Nobody enjoys a never-ending survey. We keep ours focused so people feel their time is valued.
Handling sensitive topics with care
In housing, health, and charity work, people sometimes share tough experiences. We write questions sensitively and, where needed, point people towards support.

Why This Matters

For us, ethics isn’t a box-ticking exercise. Surveys designed fairly and respectfully get better results — it’s that simple. People are more likely to take part, they answer more honestly, and the insights are more accurate.

And just as importantly, respondents feel listened to. That builds trust — not just with us, but with the organisations we’re working on behalf of.