speaking & training


Award-winning presenter David F. Harris is here to teach your company how to ask better questions.

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Want to learn about the art of communication in research? David’s award-winning presentation “Writing Better Questionnaires” can be brought to your company or conference.

Our questionnaires are a form of communication, yet we did not evolve to write or answer questionnaires. We evolved to talk! On top of that, our questionnaires are a key lens through which we look to form our attitudes and to make key decisions. David shows many examples of questions that you will think are just fine, but have serious flaws. Then he shows how to fix these questions.

  • Voted #1 Presentation
    The Quirk’s Event 2015 (Brooklyn, NY)

  • Voted Top 5 Presentation
    The Quirk’s Event 2017 (Brooklyn, NY)


Want to train your entire team in questionnaire design? David can create a custom workshop to teach your group the secrets behind a great questionnaire. One- and two-day workshop options are available and can be delivered in-person or remotely.

These workshops summarize key learnings from over 50 years of scientific study of the survey response. You will learn a state-of-the-art process to ensure your surveys support decisions, while at the same time save time and money. So the workshops “hit home” for everyone, we include examples from your work. Below are the topics covered, yet they can be customized to meet your needs:

  1. State-of-the-art consulting skills/tools to ensure you get the right information for decision-making, while at the same time save time and money

  2. Key examples from 50 years of scientific study on how to avoid bias and error

  3. Guidelines from published literature on how to make questions clear, answerable, easy and unbiased

  4. Guidelines on scaling (e.g., semantic differential, scale length, whether to name the midpoints, how to avoid acquiescence and satisficing, etc.)

  5. How to get better information from open-ended questions

  6. Serious pitfalls from ‘select from list’ questions

  7. Many examples of how to make questionnaires shorter, more conversational, and ultimately, less expensive

  8. Examples from your questionnaires will be integrated into the material

  9. Returned copies of your questionnaires with suggested edits and detailed comments

  10. An overview of how to properly pre-test a questionnaire

  11. Up to 20 copies of David’s book, “The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions”

Additionally, post-workshop coaching is available. David can work with team members on a one-to-one basis to address their specific questionnaire design needs.

David’s approach to market research is refreshing and always yields actionable insights. Rather than execute “standard” studies, David partners closely with Commercial teams to understand the brand, market, and business, and to ensure that all are clearly aligned on the purpose of and decisions to be made from any research initiative. With David as our research lead, we gained new and deeper levels of consumer understanding that led to highly successful new product launches and marketing/media campaigns that moved the business needle. David excels at uncovering the crux of any brand or business issue and helping craft insight-driven plans to address it — and he’s a pleasure to work with, to boot!
— Director of Marketing
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