Student survey principles and guidance

Surveys are an important tool for gathering feedback and understanding the experiences and views of students. To ensure feedback is gathered effectively, surveys should be carefully planned and coordinated, avoiding unnecessary duplication and minimising the burden on students.

This page outlines the University's survey principles and provides guidance to help staff design, coordinate, and use surveys in a way that generates meaningful insights, supports effective decision-making, and helps reduce survey fatigue.

Staff planning to distribute a survey to students, whether University-led or an external organisation, should complete the Student Survey Oversight Form. Information on survey registration, coordination, and the role of the Surveys Oversight Group is provided on this page. 

Principles for effective survey practice

These principles apply to all surveys distributed to students and should be considered at the planning stage. They support consistency, quality, and a positive experience for students. 

1. Have a clear purpose

  • Every survey should have a clearly defined purpose
  • Consider whether the information is already available through existing data sources or alternative feedback methods
  • Ensure every question directly supports the survey's objectives
  • Consult relevant colleagues to identify whether similar information is already being collected elsewhere in the University

Why it matters: Helps avoid unnecessary surveys and prevents survey fatigue. 

Further guidance on this page: Choosing the right feedback method

2. Identify and appropriately target the intended audience

  • Clearly define your target audience and the reasons for selecting it
  • Use appropriate systems and distribution methods to ensure the survey reaches the intended audience

Why it matters: Improves data quality, avoids unnecessary participant burden, and strengthens the validity of findings. 

Further guidance on this page: Effective survey distribution

3. Minimise burden and reduce survey fatigue

  • Keep surveys as short as possible, ideally under 10 minutes
  • Avoid duplication, unnecessary reminders, or scheduling overlaps with other surveys

Why it matters: Protects student goodwill and maintains response rates. 

4. Ensure high-quality design and methodology

  • Use appropriate question formats and scales to gather meaningful responses
  • Pilot the survey where possible to identify issues

Why it matters: Produces reliable and usable results. 

Further guidance on this page: Good survey design 

5. Prioritise accessibility and inclusivity

  • Use clear, simple, and jargon-free language
  • Ensure surveys are accessible for all students, including those with disabilities, diverse cultural backgrounds, and varied digital skills
  • Ensure compatibility with assistive technologies

Why it matters: Helps ensure all students can participate and that findings reflect the diversity of the student population.

Further guidance on this page: Accessible and inclusive surveys

6. Be transparent and demonstrate value to students

  • Clearly explain the purpose of the survey, who is running it, the expected completion time, and how responses will be used
  • Communicate the benefits of taking part (e.g. improvements to services, learning or student experience)
  • After the survey closes, share results and any actions taken or planned

Why it matters: Builds trust, improves engagement, and encourages future participation.

 7. Collect, manage and use data responsibly

  • Ensure compliance with ethical standards, including informed consent, voluntary participation, and confidentiality
  • Collect only the data you need; information that can identify individuals should only be collected when absolutely necessary
  • Provide straightforward, complete, and accessible information about what is being collected and why
  • Ensure data is: 
    • collected and used in line with University policies and regulations, including requirements for ethical approval of research, and handled within University-approved systems and services
    • pseudonymised or anonymised at the earliest opportunity (for personal data)
    • used only for the purposes for which it was collected; and, when data are published, this is done anonymously unless there is a lawful reason to identify individuals
    • retained only for as long as necessary to support the original purpose for which it was collected
    • kept secure, and if data is lost or compromised, relevant University procedures for managing personal data breaches (where relevant) are followed

Why it matters: To protect individuals, uphold the University's reputation, and maintain the trust and confidence of those who share data with us. 

For further information, contact Research and Innovation Services or Information Assurance and Governance

8. Report findings and use results effectively

  • Analyse findings in a timely manner
  • Focus reporting on actionable insights that drive meaningful improvements
  • Ensure findings inform decision-making or service development
  • Communicate outcomes to students so they understand how their feedback has been used (closing the feedback loop). This may include sharing key findings, outlining actions taken, or explaining why certain changes are not possible

Why it matters: Demonstrates impact, improves practice, reinforces the value of student feedback, and encourages future participation by showing students that their input leads to meaningful change.