The starting point: comparability
A benchmark report puts one participant's answers next to the group's. That only works if answers are comparable, and that drives the choice of question types: closed questions form the backbone, open questions are the garnish. Every question should later produce a clear chart or score in which the participant recognises themselves.
Multiple choice: the foundation
Single and multiple choice questions are the workhorse of the benchmark. They are quick to complete and produce clear distributions: what share of the market has arranged this, which approach is most common. Keep the answer options mutually exclusive and complete, and limit them to about six; a list that is too long makes the answer arbitrary.
Statements: sharpness in the report
Statements with an agree-disagree scale force participants to take a position and deliver the most striking benchmark figures. Numbers like "92% of healthcare institutions expect a hack" come from exactly this question type. Phrase statements provocative but fair, and avoid double statements that contain two claims at once.
Grades and scales: nuance that measures
A grade (1 to 10) or scale question makes gradations visible: how mature is your security policy, how satisfied are you with your supplier. In the benchmark report these make grateful charts: your own score next to the group average says enough at a glance. Use the same scale direction throughout the study, or participants get confused.
Matrix and open questions: in moderation
A matrix (several topics on the same scale) is efficient, but more than one or two per study feels like homework. Open questions belong sparingly at the end: one or two, for the quote that gives colour to the report and for insights you had not foreseen. They are not comparable, but valuable in the conversation.
The order that works
A proven chapter structure: open with the main research point, then map the current situation, look at the expected development next, and close with a short, light finisher. This way the questionnaire builds up logically, completion time stays around ten minutes and the report tells a natural story.
Further reading
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