What Type of Marketing Survey is Right for Your Business?
When you need to get inside the head of your customers, there’s nothing quite as effective as a marketing survey. Now that surveys have largely been released from the traditional physical bonds of call centers and snail mail, companies can easily incorporate any number of digital surveys in order to get a large- or small-scale picture of the data they need. Current methods of surveying customers allow companies to receive a more thorough analysis than ever before — plus, there are lots of options. Modern marketing surveys come in many different types with multiple focus points, which means you’re likely to find one that works for the data you’re looking to gather.
Confused about which marketing survey is the right choice for your business? Here’s a quick primer on some of the more popular survey types:
This class of surveys aims to take a wide view of the market you’re aiming for with your product or service. Market description surveys allow you to get a look at the market you’re targeting; they analyze aspects such as potential growth and competition. Related to this, but on a more individual consumer level, are market profiling surveys, which examine who your customers are as opposed to who they’re not. Market surveys are especially good for companies that are looking to launch a product in the near future and want to get an idea of how well it’ll perform in a specific market, as well as for companies that need a better idea of pricing compared to the competition.
Here’s where you really get into the meat of the data. For starters, a company can start off with a customer intention survey, which gauges how likely a consumer is to go from interest in a product to an actual purchase. The middle stage is a customer attitudes survey, which is intended to give you a look at how your current customers feel about your product and your company. Lastly, there are customer trust surveys, which take the loyalty point and drive it even deeper by measuring popularity and brand loyalty. If you’ve released a product and want to get a better understanding of how it’s performing with your customer base, you’re definitely going to want to focus on releasing a few batches of very specific customer surveys.
Speaking of releasing a product, once yours is out in the world, you can use marketing surveys to determine various aspects of its life, including how well it’s being received (acceptance and demand surveys) and how it’s being used (habits and uses survey). These can grant especially useful data when it comes to figuring out why one product is selling better than another offering, or why sales are flagging on one but not the other. Likewise, product fulfillment surveys can help give your company an idea of the consumer temperature around your brand; if they’re not fulfilled by things like the ads or the design of the product in general, you’ll hear about it in this survey’s results.
When it comes to ads, you’ll find that some consumers may either love them or hate them, and that can make or break a product. If you’re just beginning the design phase of a marketing campaign, try sending out surveys to determine if particular images or phrasing will help nudge more individuals towards your product. Likewise, surveys performed during or after the campaign can help measure the success of the advertisements and the overall ROI. Advertising surveys can be especially useful if you want to test the waters with some very different, out-of-the-box types of ads.
For companies that deal in customer service, like call centers and customer support, it’s a good idea to send out surveys to understand how your employees performed. After a service ticket has been closed, a company can email a specific service survey to the customer to find out if their issues were resolved, how they were treated by the representative, if they’d recommend the service to friends, and so on. These are also great surveys to tag with incentives for completion.
After you’ve selected the type of survey you’d like to send out, it’s important to identify the right audience to target. Whether you’re looking to gauge customer satisfaction, advertising effectiveness, or product usefulness, there are specific people you’ll want to get feedback from to obtain the most precise and relevant data for your purposes. Deciding on the parameters of your sample is part one, and part two is deciding how you’ll reach those people. ZQ Now helps you define your parameters as well as generate a sample of qualified individuals available to take your survey.