Build Your Own Survey

Game user research primarily focuses on understanding how players interact with a game to improve the overall player experience. Beyond that, it also helps identify key risks and uncover the insights needed to support informed decisions around playability and, when relevant, marketability. Surveys are a valuable tool in this process, enabling researchers to gather data from a sample of the target player population and generalize findings to a broader audience. They offer a fast, cost-effective way to generate actionable insights at multiple stages of game development.
 

However, a survey is only as effective as its design. Before creating one, consider what information you need, what type of data should be collected, and how the findings will support research objectives.

Key considerations when designing a survey:
 

• Are the survey questions focused on the desired outcomes? Too many questions can increase survey length, reducing completion rates.

• Will the results be used for longitudinal comparisons or one-time decisions? If tracking changes over time, plan for multiple survey deployments.

• How many responses are needed to ensure reliable insights? (See Determining Sample Size)
   

There are standardized questionnaires available in the resources that help take the guesswork out of survey design and can be used to collect quantitative data Standardized Questionnaires

To collect demographic data in a survey, include a small section, typically at the beginning or end, with clear, optional questions about participants' backgrounds. Keep this section respectful, concise, and directly tied to your research goals. In games user research, common demographic questions include:
 

• Age

• Gender

• Location/Region

• Gaming Experience (e.g., "In a typical week, on how many days do you spend at least 30 minutes playing video games?")

• Gamer Profile (e.g., "How would you describe your gaming habits?")

  • Casual gamer: Play infrequently or in short sessions

  • Mid-core gamer: Play regularly but not competitively

  • Hardcore gamer: Play seriously or competitively)
     

  Note: While its common to ask participants to self identify as a type of gamer relying solely on self-identified labels like "casual" or "hardcore" gamer are subjective. If I use this I provide guidance in selection of how to self determine this. Without guidance someone who plays cozy or mobile games for hours each week might not view themselves as "hardcore," while a player who spends less time on a difficult competitive game might. Instead, focus on measurable behaviors (like time spent playing, frequency, and favorite genres). This approach gives you a much clearer understanding of player types and how they may relate to your game's audience.
   

• Primary Gaming Platform

• Recent Games Played (e.g., "What are some recent games you’ve enjoyed playing?")
   

Use multiple-choice or short text fields when possible, and always provide options like "Prefer not to say" to respect participant privacy.

Each research objective should have one or more questions that try to find an answer.
 

• How challenging the level is: “How easy or difficult was the level?”

• Whether the aesthetics are appealing: “How are the game graphics?”

• If players understand what to do: “Was the objective of the game clear?”

• How often players fail: “How many times did you attempt this level?”

• Projected player retention: “How likely are you to play this game again in the future?”

Scales are a popular way to collect responses in surveys and can take several forms:
 

Two of the classic approaches to rating scales are the Likert Scale (pronounced “LICK-ert”) and the semantic differential scale. A typical Likert scale is a statement to which the respondents rate their level of agreement. The statement may be positive or negative. The scale is typically a 5-point scale.