Why Every Marketer Needs a Well-Designed Survey


Surveys are one of the most powerful tools that a marketer can use… if done correctly. A well-structured survey allows marketers to discover what preferences their customers may have, track brand awareness, and refine their marketing strategies. Without proper survey design and targeting, the data collected may be inaccurate and as a result lead to poor marketing decisions.

 

How do you make sure your surveys will be effective?

 

  • Be clear and concise when creating the questions – Maintaining clear messaging will ensure that the respondents don’t feel confused or overwhelmed.
  • Be conscious about not writing leading or biased questions – The way your phrase your questions is important because it influences how people respond. Stick to neutral wording!
  • Make sure that your questions align with your audience – Choosing your respondents based on demographics, behaviors, and interests will provide you with more accurate and meaningful responses.
  • Use a mix of question styles – By using multiple choice, rating scales, and open-ended questions (especially open-ended questions), your respondents will be able to get into more detailed insights, making your research more comprehensive and valuable.
  • Keep it short and engaging – Long surveys are rarely every finished and fi they are they are usually done in a rush… leading to low-quality responses. By keeping it short the responses will be more thoughtful.
  • Test Test Test! – Before sending out the survey, always do a test run with a selected group, so you can address any questions that may need it or any technical issues that may arise.

 

By following these tips, your surveys will undoubtfully provide you with more accurate and actionable insights. However, in order to truly understand your audience, combine surveys with other research techniques such as interviews. Combining different research techniques will not only show you what your audience thinks, but also why they think that way.

 

Want to learn what other techniques you can use? Check out From Crickets to Conversations: Using Qualitive Research to Truly Connect with Your Audience.