How to create Surveys that get results

I remember a golden advice that I received during my upbringing – “Whenever there is a problem; you need to talk”. Probably when it comes to business, it is more important to keep the communication on and on if you don’t want to get into any problem. In some sort engaging your customer.

Creating surveys are one of the most common known tools for capturing what the market thinks about your offering. We all know that Surveys alone cant be used as a base to make long term decisions but never the less they definitely give timely insight and the missing piece to your communication with the market.

This post simply highlights some golden rules that one needs to take ample care of when creating surveys. Conducting surveys in an improper manner is conducting no surveys at all. With that understanding lets list down the super critical things to take care in every survey.

Surveys have to be taken immediately

Now that’s a dumb point to start with. However every day I see so many businesses asking for feedback long after I consume their offering. A movie is a hit or a miss basis the feeling one gets once leaving the movie theater. What is good and bad about the food is best known immediately post consuming it and not a decade post that.

Ask Surveys immediately post the business offering has been consumed. Ask when the recall power is the most and maximum cues can be taken.

Surveys have to be succinct

I fill surveys with this thought (and mind you every customer thinks the same) – I as a customer pay you the required fee to consume your offering. Whether good or bad I have paid the amount you desired. Now why am I supposed to give 15 minutes of my life just because you can prosper! Time is money and I don’t want to pay more than required.

Survey questionnaire need to be precise, short and zappy. If you don’t want to send gift parcels, don’t ask their addresses. If age doesn’t matter to your business, chuck it out. Ask precisely what you need and you shall get it.

Surveys have to be in the medium the receiver likes

Surveys are about customers and not you. Make the receiver feel the most comfortable. Talk in his language. Deliver as per his convenience. What does she prefer? Filling an online/offline form, texting (SMSing) you how she rates your service, or answering a 1 minute phone call. Deliver the survey the way she likes and ensure providing effective feedback is as less painful as possible.

Surveys can be remunerated

At times the best of the intentions don’t get a reciprocated reply. So are we saying we can’t have surveys? Probably not. Remuneration seems to work the best in such cases. Remuneration can be done in 2 simple ways:

1. Lottery Surveys – Will you fill a small 2 minute questionnaire for a chance to win an iPad?
2. Discounted based schemes- If the product is of a category which requires frequent buys a survey can help a customer get some discount the next time she buys. By the way you can even make it part of your innovative business cards.

Remunerating is one of the best ways in short term to motivate the customer. (Yeah I know it’s a bad-bad-world finally)

Surveys have to be segmented

Nothing can kill the whole purpose of taking a survey then the survey itself. You think smashing the customer with 10 odd questions will win you a long term engagement? Think again. Your product might be consumed by different people, of different profiles, with different spending habits. If all this sounds true how the heck can you ask the same set of questions to all of them!

Try to segment your market and create a survey form for each of them. Delivery, length and remuneration as discussed above will also change as per the market segment.

Bonus – End of the day…

Always ask this question to yourself (irrespective whether you Survey or not) End of the day why am I doing this. What is the survey about and how will it benefit me. Keep one simple benefit that you want to achieve from your survey. Now with this single benefit just ensure 2 simple checks on every question you pose -

1. Will this question take me towards my goal? If this question is removed how much of an impact does it make on the fruitfulness of my survey
2. Am I considering the customer as a human being? End of the day it’s all about him and not about you. If the survey benefits them whether short term or long term, they will coordinate. This message has to pass on in the communication

A customer who fills in your survey is like a stakeholder who wants you to succeed. Always engage with them and be thankful for the time they provide. It is because of them that you are able to make more realistic and sensible decisions. Be grateful to everyone who fills in the survey.