Scheduler 2024

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

The Anatomy of a Survey: How to Conduct Better Original Research

Michele Linn  (Founder , Mantis Research)

Location: Room 28DE

Date: Wednesday, October 23

Time: 3:00 pm - 3:40 pm

Pass Type: All Access, Main Conference, Main Conference Plus, Digital - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2B & B2C

Session Type: Session

Track: Demand Generation

Vault Recording: TBD

Audience Level: Intermediate

In the age of AI, marketing teams are searching for ways to publish net new, meaningful content. One of your best opportunities is survey-based original research.

But, the success of your project relies on one thing: the quality of your survey questions. (Spoiler alert: we aren't taught how to write survey questions . . . and it's common to spot the issues after it's too late.)

This fast-paced session will walk you through everything you need to know to craft a survey that will get you results and be ripe for repurposing. Templates and swipe files will also be provided to help you expedite the process!


  • Understand the 3 types of questions every survey should include.
  • Learn how to write survey questions that will offer meaningful insights (instead of boring stats)
  • Learn how to make your next survey more credible
  • Get ideas on how to use AI to build stronger surveys