Marketing surveys serve multiple purposes. They are a way of connecting with existing customers and receiving their valuable feedback. Surveys are a way of building stronger customer ties, and they are also a way of potentially attracting new customers.
Recent innovations in survey techniques make a strong case for using a mobile survey. It may be the best way of achieving accurate responses and building a strong rapport with the customer. But which questions should you be asking in order to best meet your objectives?
Start off Slow
You should start with easy questions that put the interviewee at ease. Even though this is not an exam, people like to feel that they are giving correct answers. So start with getting-to-know-you questions or something equally simple.
Simple and short questions that are easy to answer such as the following:
- Area in which they live
- Questions relating to socio-economic background
These questions are quick and simple, and help to build an instant bridge between client and company. Once you know your customers, you can better target them with questions about your product offering.
Build it Up
Once the interviewee has eased into the survey, start to ask more complex questions, such as:
- Questions about your brand and how it is perceived by the interviewee
- Questions about your products and how they are perceived by the interviewee
- Questions about your competition and how they are perceived by the interviewee
- Questions about your competitor’s products and how they are perceived by the interviewee
- Questions about your pricing and how it is perceived in the marketplace vis-à-vis your competitors
- Questions about what have they know about the market in which you operate
- If you have just run a PR campaign, the sales figures don’t always tell the whole story, so ask what they thought of the campaign, whether they recognized it as your campaign, and why they liked or disliked it
And for the Finale
A market survey is the best opportunity for asking the hard questions – don’t be afraid to ask them. Ask questions about:
- Quality issues
- Customer service
- Company representatives
Don’t structure the questions in such a way that you will receive the responses you want to hear rather than the responses you need to hear. A survey is only useful if it helps you gather useful information. You must also remember: Try to keep a logical flow and progression to the questions. Keep them short and to the point so that the interviewee feels that his valuable time is not being wasted.
Keep these factors in mind when structuring your survey and it is sure to be a success.
About the Author
Written by Sharon from Dooblo, visit us for more information on mobile surveys.