Surveys are one of the most effective and convenient ways to gain information about different goods and potential customers. With the help of them, you can start a collaboration of the brand with customers. There are several aims that they follow. First of all, you get real comments about the product. Most companies are unable to get comments about their products, so they have to pay attention to surveys. Secondly, it helps understand what people want. When people complete surveys, they write about their tastes and preferences. Due to the result, companies can make the right decision about the production of various goods.
What goals can be achieved by surveys?
Many companies find it difficult to find out what consumers think about a product. Customers stubbornly remain silent, and in response to a direct request write a standard phrase like “Ok, quite good!”. There are two ways out of this situation: to conduct expensive volume marketing research or publish simple free surveys, getting a real response from the audience on the site or in social networks. The majority would choose the second option. Conducting a survey allows you to get feedback about your products without spending a lot of effort, time and money.
The surveys help to identify the expectations and needs of the audience. This can help you plan and develop new products and improve your business processes. Knowing the needs of your customers protects you from marketing blunders.
Surveys increase engagement and stimulate discussion. By participating in them, each consumer understands that communication with the company is a collaboration. In this way, a group of subscribers becomes a living community, whose members interact with the brand and with each other. To develop your community through surveys, show that you are interested in users’ opinions. Share with participants the results of voting and decisions they make.
Using surveys, you create three types of content. First, you tell people about the prerequisites for making-up a survey and describe its conditions. Second, you share the results with users. Third, consumers take part in discussions by creating user-generated content.
Conducting surveys increases page traffic in the social network and on the site. To make this rule work, encourage users to share the information. You can also use tools that automatically report that a user has taken part in a survey.
How many types of surveys exist?
Let’s have a close look at what types of surveys there are, depending on where they are distributed. First of all, you need to know that there are mass and expert surveys. We will look at the classification of mass surveys. There are oral and written surveys, and written surveys are most often conducted on the Internet. Among them, depending on the place of distribution, you can select the following species:
Surveys on the site. Posting to a site is a convenient way to post a survey, but it will not be enough. At least because only those who have visited the site and are interested in the survey will answer.
Social media surveys. Social networks are the most popular way to distribute surveys.
Surveys sent by e-mail. This method of distribution is good because the survey is sent to the client individually.
Surveys in the messengers. With the growing popularity of instant messengers, there is also a growing popularity in using them to solve marketing problems. Thus, you can conduct a survey by creating a mailing list of messages in Viber, WhatsApp, Telegram and other messengers.
SMS-survey. This type of survey, on the one hand, can expand the audience – including people who do not have an Internet connection. But, on the other hand, if the answer to the survey is paid, it can frighten potential respondents. And in general, this method of conducting surveys is ineffective.
If you consider oral surveys, then a survey conducted personally is an extremely rare phenomenon. But the telephone survey is very popular in business. It is very effective for identifying the level of customer satisfaction with the company’s products or services – sales departments often conduct it to determine the NPS.
Phone surveys allow you not only to find out the opinion of customers but also to find out any details during the conversation, to follow the reaction of the interlocutor, his changes in mood, etc. Telephone surveys allow you to find out the opinion of customers in the smallest detail.
Tips for making-up a good and effective survey
If you want to make up a good survey, you need to follow some rules. First of all, it is necessary to specify the type of survey, after that, you can plan a strategy of its development. When you begin to think about the questions, you must clearly understand that each question must be necessary. There must be no shallow questions.
Another tip for a good survey is simplicity and shortness. A good survey is always simple and accurate. Respondents must understand any word you are writing. It must be devoted to one topic. Also, try to avoid indirect questions in the survey. And stick to a simple language, your survey must be easy to understand. It is not recommended to use special terms that can be misunderstood by the respondents. In this case, the aim won’t be achieved.
One more important tip is also connected with the type of questions you are going to ask. Experienced managers recommend not to use “yes/no” questions, as they give almost no information about the product. And the final important point of the survey is a testing mode. If you create a surrey, try to test it on real people before publishing it anywhere. Before distributing it, you can test it on your friends or the members of your family. This simple way can be helpful and reveals the disadvantages of the survey, that can be eliminated before presenting it to the mass of people.
You see, that you don’t need a professional to make up a good survey. The only thing you need is to be logical and accurate. But nowadays companies are ready to pay big sums of money for professional copywriters and content-managers who can make up a good survey for collecting necessary information and promoting the products. Even if you are just an amateur, you can do it yourself without any commercial aim.