How to conduct an online survey for your health and wellness business?

Frederik Hermann

8 min read Last Updated Oct 25, 2018

Online surveys can be used effectively for your health and wellness business. This can be done in several ways. The most common way is a basic customer satisfaction survey to shed light on what customers like about your business and what could be improved. Surveys are a cost-effective way to capture unbiased opinions about how your business is doing. But surveys are only valuable if they’re done right. You have to build your surveys carefully and choose your questions wisely for them to be effective. 

Whether it’s a gym, a spa, or a nutritional clinic, every health and wellness company is selling the same thing: happiness and well-being. Having a way to measure customer happiness is absolutely imperative to the success of your health and wellness business.

When should a health and wellness business use online surveys?

The purpose and timing of your survey will determine its effectiveness. Some of the best types of surveys for your health and wellness business are:

1) To get general feedback about customers’ experiences
You can use online surveys to get general feedback about how well your business is doing overall. By requesting general feedback from new customers who have recently started using your services, you can find out about their initial experience. You can also send out surveys to your existing customers to get a better picture of how your services are received over time.

2) To gauge response to a new service
If you have launched a new beauty service recently, you might want to know what your customers felt about it. The post-launch period is great to roll out such a survey. This is the best way to get an immediate feel for customer sentiments towards your new offering.

3) To collect opinions on future offerings
Before making drastic changes to your services or business, such as moving your beauty salon to a new location, revising prices, or discontinuing a particular service, it’s a good idea to do a survey to gauge how these changes will likely affect your health and wellness business. Ask you current customers if they are supportive. This can help you avoid making a costly mistake. A survey can help you do a quick litmus test and tell you about what you can expect from your customers.

4) To evaluate employee performance
Being the boss of a busy beauty salon does not give you much time to individually monitor the work of your employees. So, who can tell you which employees are doing a great job? Your customers can. By asking your customers to give feedback on your employee’s performance, you have a much better idea on which employees are assets, and which are liabilities or might benefit from more training. Here’s how an employee question might look:

Q: Is there anyone from our team whose work really impressed you?

Keep this an open-ended question. Some customers may not know your employees by name and may refer to them based on their service or team or something that makes identification possible. 

Different question types and how to write them

Your questions can make or break a survey. A good survey is all about asking the right set of questions. Even picking the right number of questions to keep things simple for your customers is very important.

 (a) Casual or general questions

Start your survey with a casual question that should have a simple answer. This is a good way to make the person answering your survey comfortable. At the beginning of your survey, you don’t want a serious or complicated question that might put off the survey taker.


“Q: How many times do you visit our salon every month?”

Keep your answer options simple to understand, by including multiple-choice options, like:

  1. Once a week
  2. 2-3 times a month
  3. Once a month
  4. I visit less than once a month
  5. This is was my first visit


“Q: Which are your favorite services at our salon?”

Make sure you provide specific options, such as:

  1. Facials
  2. Pedicure
  3. Haircuts
  4. Threading & face cleanups
  5. Foot massage
  6. Hair treatments

(b) Pricing questions

Asking specific questions can give you an idea how your customers feel about what they are being charged. It can also help you identify the best and worst aspects of your beauty salon. For example, customers’ thoughts about your salon’s pricing may prompt reference to the level of hygiene, the ambiance, and the overall comfort. This can be very useful in making improvements to your wellness business.

Question format for pricing

For checking customer sentiment about how much money you’re charging for your services, you can use a matrix format question like the one below.


Q: I feel that the prices are justified and I’m getting a good value for my money.

The answer scale can range from strongly disagree to strongly agree, like the layout below:

(c) Rating scale questions

A great way to ask your customers to express their feelings about your services is to simply ask them to rate whether they would recommend you to a friend based on a scale of 1 to 10. Often called a Net Promoter Score (NPS), this gives you a rating whose improvement can be tracked over time.

This is an easy and quick way to ask your customers, or survey respondents, to rate your salon based on multiple factors, including hygiene, ambience, comfort, staff, timeliness in service, or any other aspect that you prefer.

health and wellness

NPS – Net Promoter Score example for wellness business surveys

BirdEye’s customer survey feature lets you measure all survey responses with NPS to discover the distribution of engaged promoters and detractors in your customer base.

(d) Source of referral question

If you’re spending money on promoting or marketing your wellness business on different types of media, you might want to know which one is working best. It might be print media, social media platforms, such as Facebook, Twitter, or a Google Search. Sometimes the results will be unexpected. Often free online directory listings help funnel customers into your wellness business. It is helpful to know where your customers are hearing about your business so you can optimize your budget for future marketing campaigns.

A common format for this type of a question would be a drop down menu. This format is generally used when there are several answer options that need to be provided to the survey takers, but they can only select one option.

(e) Comment question for customers’ suggestions

You can also encourage your customers to share their thoughts about how you can improve your services by including a text box for them to list their personal experiences in detail.


Q How can we serve you better?

Q Do you want us to introduce anything new?

It’s best to keep this an open-ended question so that your customers can write about anything they want to mention. Giving customers the freedom to add their own comments can give you a great insights that you might not have thought of otherwise.  

(f) Recommendation question

If your customers are happy with your service, they might consider recommending you to their friends and family. A direct way of finding out the answer to this, is to ask a simple “yes” or  “no” question about whether they would recommend you.


Q  Will you recommend our beauty salon to a friend?

  1. Yes
  2. No

These questions inspire a quick response from survey takers, as they only need to pick between the two choices.

(g) Review request question

You can also use survey questions to solicit reviews from customers. A review request question is typically asked at the end of your survey. People who have stayed with your survey to the end are more likely to be motivated to also give you a new online review.

The end of the survey is also an opportunity to reward respondents for taking the survey. You can offer them an incentive, such as a discount coupon.

Build result-oriented customer surveys for your Health and Wellness business with BirdEye

As a robust online reputation management and customer experience solution, BirdEye helps you create engaging customer surveys. You can also distribute your surveys via SMS, email and social media channels, such as, Facebook, and Twitter. BirdEye’s Survey Designer feature lets you easily build custom surveys for your type of business. It also enhances your customer experience by incorporating the best practices of survey creation.

Learn more about creating customer surveys with BirdEye

Sign up for a free trial at BirdEye to learn how it can add more value to your wellness business.