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When analyzing responses to your survey, you’ll generally look for the average or most common response.

You can count the total number of responses to a checked item. Low responses to an individual question may indicate that the question is unclear and the responses should be interpreted cautiously.

Surveys can provide extremely useful data, but remember to document the limitations to the data, such as a low response rate, sampling problems, or biases.

Exceptional responses should not be ignored. You’re not simply looking for an average response.

While it’s useful to know how an “average” person responds, it’s also very useful to understand the spectrum of responses.

How much do people vary in their responses? You may want to create a design that serves two or more divergent audiences.

Also, some outlier populations may be extremely important to your site design. For instance, 2 percent of your users may be millionaires, but they may buy your most expensive products and account for far more than a 2 percent potion of your profits.

And some small populations may require extra attention to serve more challenging needs, such as providing an accessible design for people with disabilities.

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