Throughout my time in school and at work, the phrase "evidence-based practice" seemed to pop up everywhere. Sure, it might be overused, but it is important for admissions leaders trying to make informed decisions about events, school perception, retention, and so much more. And what is at the heart of those evidence-based decisions? Data. It is great when that data is ready and waiting in your CRM or historical records. But then there are those times when you must go straight to the source - the stakeholder. Enter surveys. Now, here is the thing about surveys. They may seem simple, but trust me, I have messed them up (and still do). I have written surveys that were too long, poorly written with confusing questions, and used the wrong type of scales to collect and analyze the data. I have learned the hard way how not to design a survey. This presentation is your shortcut to avoiding my errors. We will unpack the dos and (mostly) don’ts of survey design, complete with real-life lessons from my mistakes. You will get practical tips to help your surveys succeed where mine flopped. Spoiler alert: learning from my disasters is much easier than creating your own!