The categories on our survey, attached below, were chosen by our customers from previous interviews asking them what was most important to them. So our customers helped us create this survey.
Here is the paradox: a simple survey may get more responses, but will lack depth. A more complex survey with essays is deep, but may lack responses.
So, the more important question is, how will the surveys get the greatest impact? Related to this, then, I will submit to all of you readers: How do you use the returned surveys, in whatever form, to make further improvements?