We are living in Big Data times. Nowadays it is hard to imagine a company that is not collecting consumer data: NPS data, transactional logs, surveys, focus group interviews, demographics, online and social network activity, you name it. All this information is a great source for valuable consumer insights.
How do we make sure that we are not getting useless data?
We need to concentrate on using consumer feedback tools and methods appropriately. When used wisely, surveys are incomparable with regards to receiving quick and massive consumer feedback, be it topical issues or consumer needs we want to address.
Here are top 5 aspects of conducting a successful survey campaign.
1. Before starting to work on a campaign SET CLEAR OBJECTIVES that reflect an issue or a business need in perspective.
- Are we aiming to improve our customer support services?
- Do we want to address known issues?
- Are we surveying needs in to propose a new offering?
The purpose of the study should be also clear to the potential respondents. There are generally only few minutes of their attention we get, and we want to use them as effectively as possible. Lack of objective clarity can lead to higher dropout rates and smaller click rates.
2. TARGETING RELEVANT AUDIENCE is crucial for getting tangible feedback.
When developing a new service or product we might want to reach out to a random sample of out target consumer segment. For a feedback on current offering or know issues our current customer base is more likely to provide relevant feedback.
In any case it is important to understand degree of bias of the audience. Loyal customers tend to give over-positive feedback versus general population, whilst dissatisfied consumers may not be responsive to our survey invitations at all.
3. When working on SURVEY DESIGN, it is generally good idea to keep surveys concise.
Unless going for a Deep Dive with highly engaged target group or a panel, maximum of 5 questions for the general audience is advised. Structure of the survey should be open rather than closed, followed up by context question. For example to get feedback on a service failure ask respondents to list top 5 issues they have experienced. To get contextual perspective, such question can be followed up by asking to rate how important each of the features that failed, are to the respondent.
When going into closed survey structure the minimum is to add 'Other' option to closed questions. It is also advised to run a pre-study with a focus group to get an understanding of what you want to ask from the bigger audience. This approach could provide better survey data for example for a Deep Dive campaign.
4. We all want to get as many responses to survey as possible. ENGAGING THE AUDIENCE can leverage those numbers.
Ensuring flawless survey experience and survey availability contribute positively to conversion rate. Most of the surveys are resulting in approx. 20% answer rate, and about 70% conversion rate. Incentivizing with a token of appreciation be it some gift voucher or a prize draw must be used very cautiously, as they bring bias to the survey answers - respondents might feel like they need to say nicer things rather than conveying their concerns or negative experiences.
An incentive option could be for example donation to a charity on behalf of the respondents. Generally engaging for respondents is to see and be reminded how their feedback is changing respective service and that their feedback is acted upon.
5. ANALYZING survey data brings more value when it is done IN CONTEXT
Here is the time and place to consider other data received so far like transaction logs and social media activity, weighting bias, considering digging into focus groups and more.
It is not enough just to conduct a flawless and concise survey experience, what we do with the results is essentially what matters the most. Conclusions should be tangible, actionable and visible to the respondents.