Creating campaigns that will resonate with the target group of a brand is nearly impossible without a deep understanding of its customers. The importance of marketing research is often overlooked in the marketing world of content creation, promotion, analytics, and strategy planning. Consistent market research is the key to understanding and analyzing customer behavior and preferences. Market surveys are the most effective methods for researching the target audience of the brand. Creating a good marketing survey requires a precise blend of several different skills such as data analysis, psychology, copy skills, etc. Here is a compilation of attributes of a good marketing survey, recommended by experts.
The Best Marketing Survey
Setting a Goal
Setting a goal is the first step in generating a great marketing survey to collect data efficiently from the customers. Moreover, the objectives should provide the researcher with a clear cut idea of why the survey is being conducted. Create an idea of the probable outcome of your survey, and how the data collected should be used for marketing purposes. The questions in your survey should be framed on the basis of information that is required to be collected.
Choose the Target Market
Good market research cannot produce the desired results without identifying the target market. There are many parameters that are to be used to determine the potential targets for the market survey.
- region
- demographics
- taste and preferences
- size of the market
Investigate
The topic of investigation is determined by the goals of your marketing. For example, if your brand is launching a new product, the brand is required to investigate and collect data on various factors such as:
- the demand for the product
- taste and preferences of the customers
- competitors of the product
Ensure the Questions are Statistically Valid
Structuring your market survey questions should be done carefully. Follow the general rules that marketers follow while structuring questions for surveys. Always avoid leading questions. Moreover, leading questions are questions that are crafted to generate a specific response from the responders. Questions that require the responders to assume an answer does not actually help. Rely on factual questions to gain a better understanding of the target audience.
Use a simple language to frame your questions for the market survey. The respondents may not be able to comprehend a complex vocabulary. Inserting long paragraphs may result in losing the attention of the responder. Also, by using shorter sentences in your market survey, it makes it digestible for the responders. Demographic data is very crucial for marketing surveys. Ensure that demographic data is also included in the surveys. The responders may often drop off questions towards the end of the survey, so keep the questions that are meant to collect demographic data from the customers towards the beginning of the survey.
Structure your survey in a way that transitions the questions from general to specific. Asking questions that are difficult to respond upfront may confuse the respondents. After drafting the questions for your marketing survey, review and edit the content multiple times to eliminate errors.
