Using a survey template

Templates are the fastest route to a survey that measures something standard, and the safest route when you want results you can compare against a benchmark.

When a template beats the AI builder

Use a template when you want a recognised measure — NPS, CSAT, CES. These have conventional wording for a reason: change the wording and you can no longer compare your score to anyone else’s, or to your own from last year.

Use the AI builder instead when you’re investigating something specific to your business, where there’s no standard to preserve.

Applying a template

Browse the gallery, filter by category or survey type, and preview before applying. Preview matters — templates vary a lot in length, and a fourteen-question template will not perform like the four-question one next to it.

Once applied, the template becomes your survey and you can edit it freely.

Customising without breaking it

Two rules:

Do change the business name, the context, the wording of anything specific to your industry, and the follow-up questions. A template that mentions “your stay” is wrong for a dental practice.

Don’t change the wording of the core metric question. If you’re running NPS, the “how likely are you to recommend” question should stay as it is, on its 0–10 scale. That’s the entire basis of comparability — rewrite it and you’ve built a custom survey that happens to look like NPS.

Trim ruthlessly

Most templates include more questions than you need, because they’re written to cover many situations. Cut anything you won’t act on.

The test for each question: if the answer came back badly, what would I do differently? If there’s no answer, delete the question. Every one you remove increases the number of people who finish.

Save your own

Once you’ve adapted a template into something that works, save it. Consistency matters more than perfection here — the same survey sent quarterly gives you a trend, while a different survey each time gives you a pile of unrelated numbers.

→ Managing your template gallery

Looking for question ideas?

The template gallery covers common cases. For deeper, industry-specific question sets, our survey templates library has far more, and the blog covers question design by scenario.