Writing good questions

Twins answer the way their real people would. Write questions the way you'd ask a real person in a good survey or interview.

Describe the audience, not the topic

Say who to ask: location, age, gender, interests, profession or lifestyle. Put what you want to find out in the questions, not in the audience.

✅ Do	❌ Avoid
US, 30-45, parents of young children	Parents who worry about screen time
UK, 18-30, fitness enthusiasts	People who'd like our running app

Start broad and narrow down. A very narrow audience can match too few Twins.

Don't lead

✅ Do	❌ Avoid
How do you feel about this tagline?	Don't you love this tagline?
What, if anything, would stop you from buying this?	Why would you buy this?

Show, don't summarise

Paste the actual ad, headline, price or concept into the question. Questions can be up to 2,048 characters.

Here's an ad for a meal kit: "Dinner, sorted in 15 minutes. From £3.99 a plate." What's your first reaction, and would you click?

Pair a choice with a why

Choice questions give you numbers. Open questions explain them. Ask both in one call, and each Twin answers the follow-up about its own pick:

1. Choice: Which of these names would you trust most for a budgeting app? Penny · Ledgerly · Stash
2. Open: Why did you pick that one?

Use open questions by default

Open answers carry the most depth. Switch to choice questions when you need numbers or a comparison between options.

Check the confidence

low-confidence answers lean on demographics more than the Twin's own data. If many answers are low, the topic may be too niche for this audience, so try a broader audience or a more everyday question.

Stay within the rules

Questions must be in English and follow the content policy. A rule of thumb: if it could appear in a professional market research survey, it's probably fine.