Surveys: how they can work for your business

Written on the 19 December 2012 by Snap Marketing

In our current Information Age, surveys are an excellent way of collecting information both internally within a company and externally from potential and existing clients.

When you consider that it can take over 120 separate decisions to launch a product, you begin to realise the amount of information that businesses today need to draw from in order to stay ahead of the game. 

Surveys have never been easier for people to complete, and businesses can now capture and analyse data such as employee morale or client satisfaction with specifically designed software. Information gained from surveys can be used to direct PR, advertising and marketing campaigns, to modify and update business strategies and to learn the key to what the client really wants.

Follow these tips to ensure that your business and your clients get the most out of surveys:

DO clearly define what you want to find out

Get the most out of the questions you include in the survey by having a clear objective. Pinpoint exactly what you hope to achieve from the survey and use target words or questions accordingly.

DON'T contact clients without their permission

Sending out surveys via email can be a great way to get information quickly and cost effectively. However, only contact clients who have agreed to be contacted. Unwelcome emails may be viewed as spam and could damage client relations.

DO test the survey before it goes live

Try asking friends and family to complete the survey to rule out any confusion. Subdivide the questions into categories for maximum clarity and ask for feedback from your trial group. Check that all technical vocabulary is explained where necessary.

DON'T stop until the work is completed

Once the survey is up and running, its crucial that your business continues to monitor the feedback it receives during the survey process. Make changes if necessary and ensure that management of results is set up for the later stages.

DO vary the type of questions

Open-ended questions inevitably generate more information. However, simple yes/no answers are equally valuable for gaining overall statistics and ensuring clients are more likely to complete the surveys.

DON'T forget to say thank you

Completing surveys requires an investment of your staff or clients time. Make sure that your survey stands out by offering rewards for completing them by contacting clients afterwards to thank them for their time and input.

Contact Snap today to find out how your business can benefit from our Marketing Health Check.


Author:Snap Marketing
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