This Master Class is borne out of seven years of work exploring how to engage respondents more effectively in online surveys and an award winning work on the gamification of research. The creative processes involved in designing surveys are explored and the areas examined where surveys need to improve: from the language used to write surveys through to survey structure and story board surveys to the effective use of imagery and the design and layout of questions. Ways of producing better surveys by thinking more creatively is demonstrated, including a look at how gamification techniques can be applied to radically improve survey feedback. How this thinking is being applied in practice is illustrated with real life examples with a vision of how surveys might look in the future and where these more creative techniques are going.