1. PLAN, PLAN, PLANDefine the objective for your survey and the specific information that you need to gather. Narrow down what you want to know into one isolated problem that you need to fix, and keep the number of questions as low as possible. Think of the customer’s journey through the survey.
2. KEEP THEIR FOCUS
Whilst the survey should be easy to answer, try to vary the answer formats to maintain concentration. For Example use a combination of drop down boxes, free text, radio buttons, scales etc. to find out what they really think.
4. TEST, TEST AND THEN TEST AGAINInvite someone to answer the survey beforehand. Ask them to check for ease of use and spot any unclear, repetitive questions or confusing instructions, also ensure that the results can be analysed in the way you expected.
5. USE YOUR RESULTS
Let respondents know what you’ve learned and what actions you are taking as a result. Following up with respondents validates the relationship and sends the message that their opinions make a difference; they should then be more likely to complete the next survey. If appropriate publicise improvements made from one survey to another.
Online surveys provide an effective means for research, marketing and customer service as well as solving the distribution and collection problems associated with paper-based surveys. Most importantly, they are an integral part of B2B marketing and can be quickly measured. Having access to results instantly means it’s quicker to interpret the findings and therefore formulate actions for future marketing campaigns and improvement.
For more information about how Intellegentia can shape your marketing campaign, contact us: