For years we’ve been hearing that survey marketing is a dying practice. We’ve read that projectable market research is flatlining and the quality and usability of market surveys is spasmodic at best. We at Simple Science agree … sort of. We agree that today’s fast paced, instant gratification lifestyle will assuredly lessen the quality of queried data, but that doesn’t make the use of surveys worthless. In fact surveys, if used with creative intelligence, will prove most effective. Here’s a summary of clout to get you back on the survey wagon.
Survey Monkey: ever heard of em? This dedicated survey platform brought in $113 million in revenue last year with over 15,000,000 users world wide. Just because you’re not utilizing surveys, doesn’t mean your competition isn’t.
Survey Content: when writing your questions, the key here is short, simple and specific. TOMS Shoes has perfected this. Immediately upon entering their site you are annoyed with a survey pop-up (At least I was). But then I read this:
“I love companies that give back and use business to improve lives.” My choices were: “I AGREE” vs “I DISAGREE”. Disagree and the pop-up dissolves. Agree and you’re invited to join the movement and submit your email.
Follow these guidelines when creating survey content:
1. use language everyone can understand.
2. ask one question per questions.
3. answers should not be open ended.
4. don’t force respondents to make unnecessary calculations.
5. avoid bias.
6. avoid double negatives.
7. make your content interesting.
8. connect your respondent to the survey’s purpose.
9. format your survey consistently.
Relevance: surveys are relevant to every industry. Customer satisfaction, employee engagement, course evaluations and research of all types. Be creative with how you can utilize them in your sphere of influence.
Target Audience: suppose you don’t have a group to survey to? There are tools available, such as Google Consumer and SurveyMonkey Audience, that will find, qualify, and survey a sample size of your liking. You can literally define the demographic of who you want to poll, create your survey, and sit back while the data comes in.
Clearly, if done right, surveys are a unique opportunity to gain relevant insights at a very low cost. You need to figure out how to implement them in your organization.