TIp 18 do QuALItAtIVe ReSeARCh to InFoRM hoW to WRIte the QueStIonnAIRe Surveys need to make sense to participants and match their “frame of ref- erence.” Too many times, we ask people questions that have jargon, techni- cal terms, and unclear terms and phrases. Do qualitative research first to know what to ask and how to ask it. In qual- itative research, you will discover the words and phrases people use to de- scribe concepts. You will find out what really matters to them, and this will inform what questions to ask and how to ask them. Further, when peo- ple skip qualitative research, they often expect the quantitative exercise to gather insights that only qualitative research can address. There is no substitute for qualitative work. Skipping this step is one of the hallmarks of poorly written questionnaires. dAVId hARRIS Author of The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 39