Even the best shot can be disastrous if it hits the wrong target, and consumer surveys are no different. Sending the wrong survey can be more ineffective than not sending one at all.
Here are some tips to make sure you’re sending the right surveys to the right people, and generating the best possible information for you to use to grow your business.
Know What You Want From Your Survey
Targeting the right market audience for your surveys starts with knowing what you want out of the survey. Are you trying to gauge customer satisfaction with your staff and service, or are you attempting to gather information regarding your product?
Awareness is one of the best tools you can use to create beneficial surveys. A product survey doesn’t necessarily need to generate the same information as a survey on changes within the business or your customer service level. Tailor your surveys to the situation, make sure you know exactly what you want out of your surveys, and then identify your target audience.
A frequent buyer can have very different insight than a new customer. Likewise, age, gender, and other demographics determine opinions as well. Keep these details in mind when creating your surveys and you’ll be able to make the surveys work for your business or brand.
Use The Rights Tools
There are many survey websites that you can choose from, and generally the free ones will be the most basic and not as customizable as paid options.
Google Surveys, Pollfish, and SurveyMoneky are some of the big names in the industry, but each has its own benefits. Google surveys, (which can also include Google Analytics) is free for personal use and charges a small fee for large surveys for businesses, but generally doesn’t organize the data in a customizable way. Surveymonkey offers more customization, but at a higher price. Some surveymonkey audience alternatives include Pollfish and SurveyGizmo. Pollfish offers a customizable interface and great reach for their surveys.
Whether you’re generating simple satisfaction surveys or need millions of responses for product development, utilizing the right tools can make all the difference in the performance and benefits or your surveys.
Figure Out How Many People You Need To Survey
Do you need a massive case study of millions of people, or only a few hundred responses? Generally the answer to this question will depend on what you’re creating the survey for. A new product idea could require millions of responses to give you an idea of what the general market is looking for. A change in your business could require you to only survey your customer base to gauge their responses to the coming changes.
Once you figure out how many people you need to survey, you’ll want to include your target demographics and other factors to make sure the survey is reaching the people you want it to, and not just anyone. There’s no point in surveying a demographic that doesn’t even use your products or services.
Use Screening Questions
Creating a screening questionnaire at the beginning of the survey can weed out those who wouldn’t offer the specific insight that you’re looking for. For example, let’s say you’re launching a new snack line that includes chocolate. You want to target adults between the ages of 26-36. You’ll ask something like “are you between the ages of 26-36?” followed by a screening question about chocolate. “Do you eat chocolate?” or “How often do you eat chocolate?”.
The answers would probably be something like “several times per week, only once per week, or I don’t eat chocolate.”Screening questions act as a sort of filter for your survey to make sure you’re accurately pinpointing the people you want to respond; the ones that are likely to have an interest in your brand.
Do Market Research Beforehand
If your company hasn’t researched the market yet, you’ll want to do so before you ever send out your surveys. Without any market research, you’re basically shooting in the dark and hoping you’ll hit what you’re aiming at. Market research can provide priceless information on your customer base, and from there you can target the right people with your surveys.
You can pay a third party to perform market research for you, or you can do it within the company itself. Just be sure that whoever is doing the research first and foremost is experienced in market research, and secondly is aware of the things you’re looking to learn about the market and customers within it.
Chances are you’ve got information about your customers already. You know what they buy, what services they use, how often they visit your store. This should give you some idea of what you’re looking for in your market research and offers a great starting point for your surveys. You can survey customers first before sending out an extensive survey to the general public; after all, they’re the ones that buy your products and services.
Why Should I Use Surveys?
Ideally, every business would use surveys. There’s no better way to connect with an audience or customer base than by asking them what they like. It makes the customer feel appreciated and included in company decisions, and provides you with information about their habits and preferences. This is the best way to generate new ideas and products and services to help grow your business.