I'm working on a project that involves a series of interviews with clients. The clients get to rate the interview directly it finishes. They are given a series of statements which they have to agree or disagree with.

In the first design of the feedback form each statement had the numbers 1 - 4 ranged left to right; and a key: 1 - strongly agree, 2 - agree, 3 - disagree, 4 - strongly disagree. Like many of this type of form the way the phrasing of the statements leads you towards agreeing with them. On the first two days of the project though the majority of the feedback forms came back showing strong disagreement.

Sensing disaster for the project and lots of unhappiness from the sponsor someone decided to look at this and it turns out the design was confusing. Most people assumed that 4 was a high approval rating and circled it without really understanding the key. Remember, they are doing this very quickly straight after an interview.

The second form you see here is the redesigned version. No key. No numbers. Just the words clearly printed next to each statement.

Ratings are up and the sponsor is happy. Update: Latest Version with tick boxes