What do we want to know? Why do we want to know it? Who is the ‘we’ that wants to know? What do we want to do with what we find out?
When do we need the results? When would be the best time to conduct the survey? What timeframe do we want to conduct the survey within? How much time will we need to develop and conduct the survey and interpret its results?
What questions would best help us find out what we want to know? Do we want quantitative or qualitative data, or both? Do we want to be able to compare results directly on a year-by-year basis? Do we want to be able to compare results directly with external benchmark data?
What method(s) would best help us to find out what we want to know? What impacts might different methods have on the results obtained? What methods have we used in the past and what have we learned? What methods have others used and what have they learned?
What expertise do we need to develop and conduct the survey and interpret its results? Where is the right expertise held inside and outside of the organisation? What do we need to do to draw in and on the right expertise? What resources will we need to acquire the right expertise at the right time?
What expectations will carrying out a survey raise? How, when, by whom and to whom will survey results be communicated? Whose role will it be to respond to issues that results of the survey raise? How will actions in response to the survey be enacted, monitored and evaluated?