Clear and focused questions are the foundation of any effective survey. If respondents can’t easily understand what you’re asking, the answers you receive may not reflect their true opinions or behaviours.
One very common (and damaging) mistakes in survey writing is the dreaded double-barrelled question — a question that touches on more than one topic at the same time.
Double-barrelled questions put respondents in a tough spot. For instance, asking “Please rate your level of satisfaction with you server and the food” forces someone to give a single answer about two separate aspects. A respondent might be happy with the service but unhappy with the food — or vice versa — but the question doesn’t allow them to provide an accurate response.
When questions combine multiple topics, the results can become unreliable, making analysis more complicated and insights less trustworthy.
In this article, we’ll break down what double-barrelled questions are, why they’re problematic, and how you can avoid them to keep your survey data clear, reliable, and actionable.
What is a double–barrelled question?
A double-barrelled question is a single survey question that asks about two (or more) different topics at once. Respondents, however, are only given space to provide one answer.
For example: “Was the customer service agent friendly and efficient?”
What if someone found the agent very efficient but unfriendly? They can’t give a clear answer, and the researcher is left with data that doesn’t reflect reality.
This is the core issue: double-barrelled questions create confusion and misleading data. They force respondents to merge their opinions on separate issues, which can distort results and reduce the usefulness of your survey.
Let’s review a few additional examples.
Examples of double-barrelled questions
Double-barrelled questions show up in many forms. Here are a few examples:
- “How satisfied are you with the quality and speed of our customer service?”
- “How much do you agree or disagree with this statement: X brand is fun and trendy.”
- “How often and how much time do you spend online?”
- “Do you support the candidate’s policies and their stance on healthcare?”
- “What features do you like most about our website and mobile app?
Each of these questions addresses two separate issues at once. Since respondents can only provide a single answer without indicating which part they are responding to, the results can be misleading or inaccurate
How to spot double-barrelled questions
Fortunately, there are easy ways to identify them. Here’s how:
Review your questions thoroughly: This might seem obvious, but it’s critical to carefully review your survey questions prior to launching. It helps to look for words like “and” or “or.” They’re a giveaway that you might be combining topics.
If any questions do have two or more attributes, where the respondent can only provide answers, you should reconsider breaking up the question into multiple questions.
Test or pilot your survey: Another useful method to catch double-barrelled questions is to send out a test survey to a small group of sample, prior to fully launching. Upon reviewing the data, if you’re unsure which part of a question a respondent is answering, it’s time to review your questions.
It’s also helpful to share your survey with a colleague or third party for a fresh perspective. They may catch compound questions you overlooked.
Why these questions are a problem in surveys
Double-barrelled questions can seriously undermine the quality of your survey data. When a single question asks about two separate issues, respondents can only give one answer, even if they have different opinions about each part. This creates ambiguity and makes it impossible to know which part of the question their response applies to. As a result, the data you collect can be skewed, misleading, or even unusable, complicating analysis and reducing the reliability of your insights.
Beyond affecting the numbers, these questions can frustrate respondents. Struggling to answer a question that doesn’t fit their experience can increase survey fatigue, lead to skipped questions, or even cause participants to abandon the survey entirely. They also open the door to bias and misinterpretation, as different respondents may focus on different aspects of the question.
Avoiding double-barrelled questions is a simple step toward clearer, more actionable survey results. By separating each issue into its own focused question, you give respondents the space to answer accurately, protect the integrity of your data, and make the survey experience smoother and more engaging.
How double-barrelled questions affect respondents
From the respondent’s perspective, poorly designed questions create unnecessary cognitive load and frustration. They require people to pause, parse two ideas at once, and somehow condense their opinion into one checkbox or rating scale.
Confused respondents are more likely to give answers that don’t accurately reflect their views, skip questions, or dropout of the survey entirely. This results in invalid or unreliable data, undermining the very insights the survey was designed to capture.
In short: confused respondents lead to unreliable data.
How to avoid these questions in your surveys
The importance of clear, focused questions
The key to achieving reliable survey results is writing questions that are clear, simple, and focused on one idea at a time. When each question measures just one concept, it’s easier for respondents to answer and easier for you to analyse the data.
Clarity benefits everyone:
- Respondents spend less effort interpreting questions.
- Data is more accurate and actionable.
- The overall survey experience feels smoother and more professional.
How to fix double-barreled questions
The most straightforward way to address double-barreled questions is to split them into separate items, each targeting a single topic. This ensures that responses are clear and directly tied to one idea at a time.
Another way to spot and resolve potential issues is to revisit your survey goals. Remove any questions that don’t align with your research objectives, and make sure each one contributes to what you’re trying to learn. If a question feels like it’s doing too much, it probably is.
You can also lean on tools and experts to improve your questionnaire. AI-driven tools can help flag problematic wording, while expert reviewers can identify confusing phrasing and suggest ways to make your survey more precise.
Rewording techniques for clarity
Once you’ve identified a double-barrelled question, the goal is to break it down and make it clear. A few simple tips can help:
- Use simple, straightforward language.
- Focus on a single idea per question.
- Avoid jargon or technical phrasing.
- Keep questions short and easy to understand.
- Replace double-barreled items with two separate, concrete questions.
For example, consider the question: “How satisfied are you with the quality and speed of our customer service?”
At first glance, it might seem fine, but it’s really asking about two different things—quality and speed—in one question. A respondent could feel very differently about each, but they’re forced to give only one answer.
A clearer approach would be to split the question in two: “How satisfied are you with the quality of our customer service?” and “How satisfied are you with the speed of our customer service?”
This makes it easier for respondents to answer accurately and gives you data you can actually trust.
Tips for conducting pre-tests and pilots
Again, pre-testing is one of the most effective ways to identify double-barreled questions before your survey goes live and is distributed to a wider audience.
Here’s an effective approach to testing:
- Share your draft survey: Begin by providing a small group of testers with your draft survey to gather initial feedback.
- Encourage think-aloud responses: Ask testers to verbalise their thought processes as they respond to each question. This helps illuminate their reasoning and any difficulties they encounter.
- Observe for confusion: Pay attention to any signs of confusion or requests for clarification. These can indicate questions that may be poorly worded or too complex.
- Analyse test responses: Look for patterns in the responses, such as skipped questions, inconsistencies, or vague answers. These signals can help identify areas that need attention.
- Revise and retest: Make revisions based on the feedback received and consider conducting another round of pre-tests if necessary.
Implementing this simple yet effective process can significantly enhance the quality and reliability of your survey results.
Double-barrelled vs. leading questions
Double-barreled questions are a common survey pitfall, but leading questions can be just as damaging — both can significantly distort your data.
A leading question is one that sways respondents toward a particular answer through the way it’s phrased. Instead of capturing genuine opinions, these questions can produce biased results that simply reinforce the researcher’s own assumptions.
The challenge with leading questions is that they often look harmless at first glance. They can read like any other survey item but include subtle wording that steers respondents in a specific direction.
For example, let’s examine the question “How much do you think you can save by buying cleaning supplies online?”
This question is leading because it assumes the respondent will save money by buying cleaning supplies online. The phrasing frames online shopping as a guaranteed way to save, which pushes respondents to think only about how much they might save rather than whether they would save anything at all.
The word “save” also sets an expectation and primes respondents to give a more positive answer, whether or not that matches their actual experience. A more neutral version would be:
Online prices for cleaning supplies are:
- X% higher than retail prices
- About the same as retail prices
- X% lower than retail prices
Both common survey question mistakes can undermine data quality, but in different ways. Double-barreled questions create ambiguity, while leading questions create bias.
Other related survey question pitfalls
In addition to double-barrelled questions and leading questions, also be mindful of these potential question issues:
- Loaded/assumptive questions: These questions make assumptions about the respondent that may not apply, which can alienate participants or skew results. For example: What do you think about the negative impact of social media on teenagers?
- Ambiguous questions: These are questions that are too broad or vague to be useful. For example, a question like “Do you eat healthy?” which could mean different things to different respondents.
- Double-negatives: These are tricky because they force respondents to mentally untangle the meaning. For instance, “Do you disagree that the product is not helpful?” Most people have to stop and parse the wording, increasing the risk of mistakes or inaccurate responses.
- Absolute questions: These questions restrict respondents to two extreme choices, often forcing a simple yes or no answer. They can make it hard to capture more nuanced opinions.
Recognising these additional common pitfalls helps keep your surveys professional and effective.
Best practices for writing effective survey questions
Strong survey questions are the result of thoughtful design and planning. To write high-quality survey questions:
Narrow it down: The most important rule is to focus on one concept per question, so responses are clear and actionable.
Use simple, direct language: Ensure that your question wording leaves little room for misinterpretation.
Align questions with research goals: Always check that each question ties back to your research goals to avoid trying to overload your survey with too many topics or ideas.
Test your survey: Before launching, always pilot test your survey with a small group to catch confusing or unclear wording.
Respect respondents: Finally, always keep the respondent’s experience in mind. Questions that are short, relevant, and easy to answer not only improve completion rates but also build trust, leading to higher-quality data.
Conclusion
Survey design shapes the quality of your insights. Double-barrelled questions may seem small, but they can have an impact on your results by creating confusion, frustration, and unreliable data.
By writing clear, focused questions and by taking the time to test and refine your survey, you ensure that the data you collect truly reflects what respondents think and feel. That’s the foundation for strong research and smart decision-making.
Interested in learning more?
Want to write smarter survey questions? Download our guide, 12 Tips for Writing Better Survey Questions, and start designing surveys that deliver clearer, more reliable insights.
