Now is the time to extend efforts towards market research. While people still have the time to response to you. Traditional marketing research methods work collectively with digital analytics. Use the responses you get from both approaches to get a stronger, holistic understanding of your followers and the influencer landscape you could tap in to.
Of course, having a sophisticated analytics platform that provides actionable data about Instagram and influencer marketing, to propel your business further is crucial. But there is merit in understanding your customers through more traditional means because surveys will work if executed correctly and to the right market.
Let us help you get started with this quick guide to market research surveys.
Questionnaires have been a valuable method to achieving better customer insight for years. It’s true, surveys are a traditional form of marketing research, yet companies continue to rely on surveys for decision making and business direction. Customer responses are authentic and this verbatim has been used to inspire product development, completely reshape value propositions and form business roadmaps into the future. Structuring your survey the right way is integral to finding out the information you need to know. Be deliberate and pointed in asking questions to ensure you get honest answers without the ambiguity.
Most questionnaires are split into themes based on the information companies want to know. Typically these themes focus on brand awareness, campaign feedback, customer satisfaction and future needs and cross checking existing analytics with customer verbatim.
Start your market research, with these 4 options:
One on one online surveys are one-on-one interviews typically conducted in high-traffic locations such as shopping malls. They allow you to present people with samples of products, packaging, or advertising and gather immediate feedback. One on one surveys can generate response rates of more than 90%, but they are costly. With the time and labor involved, the tab for an in-person survey can run as high as $100 per interview.
Online pop-up surveys can sometimes generate unpredictable response rates and unreliable data, because you have no control over the pool of respondents. The rate of response can be higher if your survey is run on your own website, or sites that your customer regularly engage with. Online surveys are simple to create and are an inexpensive way to collect anecdotal data.
Telephone surveys are less expensive than in-person surveys, but costlier than mail. Telephone surveys are best received by customers who are close to your business and appreciate the conversation. If you can articulate why you're calling and have questions that are meaningful and conversational, these surveys yield positive response rates of 50% to 60%.
Mail surveys are a relatively inexpensive way to reach a broad audience. Mail still appeals to certain segments so this option shouldn't be completely off the table. Choosing mail for the right segment can produce results you wouldn't have imagined otherwise. Mail can be a more cost effective option than phone surveys, but they only generate response rates of 3% to 15% because of the effort it requires from your customer. The easier you make it for them, the better. Pay for replied post perhaps?