To do Experience Management (XM) well, organizations need to understand the expectations, perceptions, attitudes, and needs of the people who interact with them. Organizations usually capture this data – called experience data (X-data) – through surveys. However, the quality of this data is only as good as the survey which captured it. To help XM professionals write surveys that generate meaningful and valid insights, XM Institute has identified five categories they need to consider within the field of Survey Methodology. In this report, we focus on the category of Question Design and explore 16 best practices for developing appropriate question text and response options for your survey.