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.