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Wrong Country? Pick Your Country
Set an objective before you write your first question. What do you want to prove? It's fine to go into a survey with an open mind but your customers and respondents can only take you on a path you define.
Work out who you want to hear from. While you can look at demographics, income, education level, or qualifications, this doesn't always give you the best quality of results. Remember to create segments of people who have exhibited preferred or negative behaviours and characteristics towards your product or services. If your objective is to improve customer loyalty, survey frequent spenders or high spenders. This can even be a comparison of two different groups, to compare one-off customers and long-term ones. The next steps are to either create invitations for those people or to screen for them by asking questions in your survey itself.
Screen people at the start of your survey to make sure they're the right match for your survey. It seems obvious but asking someone questions about their mobile phone app usage when you've not established whether or not they own a smartphone will lead to respondents guessing and dilute the survey's reliability. Similarly, asking a "common knowledge" question about a particular topic is a good way of screening those who don't have knowledge about that topic. e.g. a survey of Manchester United fans could ask them what their stadium is called. Questions can be split into 2 parts to allow people who are not the right people to answer them to skip one or more. This reduces the amount of time a survey takes to complete.