As a consumer, I have taken several surveys throughout my life both post-purchase and as part of a research campaign. I have found that the most effective surveys are short, direct, and intentional. As a marketer, I have had the privilege of conducting various research campaigns. Firstly, I have found it is extremely important for all surveys to include three key elements. They must be designed well, direct, and intentional.
Design
Creating a user-friendly survey is extremely important to ensure your brand maintains the audience’s attention. The flow, imagery and question style are all extremely important. Moreover, the font style and amount of questions are also key. The goal of the survey is to have it completed. Following these design tips will help you maintain your audience’s attention from beginning to end.
Direct
Keeping the questions direct and to the point will result in better responses from your audience allowing the data to have a better response rate and analytical information to deliver to the client continuing to ask the same question in various ways at times can confuse your audience keep things short sweet and to the point.
Intentional
When developing a survey it is very important to ensure that you know what the question and goal of the survey is . This will help you in developing a more intentional and precise survey in which case your audience will be able to understand and deliver responses that you and your team will be able to use.
Less is MORE
In closing, with the proper design, direct questions in an intentional message you will have a great survey. The results will allow you to take the next step in your marketing campaign.
What is key to take away with all market research is that the data speaks. It is important to have a conclusive and cohesive data set. However, more surveys does not guarantee more definitive data. At times more surveys simply lead to more questions that do not actually benefit the marketer. It is important to survey the correct group of people in the proper markets. This will deliver results that will allow you and your brand to make the best marketing decision. In conclusion, fewer surveys will deliver better data.
