How to create the perfect client survey

It seemed such an easy question. It was simple. It was direct. Everyone had answered it. But the results were useless. The question was: ‘Where do you work?’, with a space for people to write in their answers. The problem was some people wrote answers like ‘British Gas’, or ‘Debenhams’. Some said ‘personnel’ or ‘sales’. Others responded with ‘Bristol’, ‘Manchester’, ‘Edinburgh’...