A survey that suits the customers



IKEA Smaland Survey

The last time I was at IKEA with my daughter she went the Smaland play area. She had a great time.

I noticed this survey, "Is Smaland Fun?". I think that this survey really suits the audience very well. Most of the children in the play area are three to eight years old. The survey questions offer three response choices.  A happy face, a neutral face and a sad face.

Given that many of the customers will not be able to read, the visual cues to experience are probably the best option to translate the children's opinions into a scale that management can use.

When designing surveys for adults, most marketers regularly use scales with five options. It is good to see that IKEA has recognized the design they need to get the best response from the children.