When was the last time you bought a product, and someone asked you to take a survey at the end of a purchase? Or the last time a customer service rep asked you if they could call you to ask you a few questions about the service? Or maybe, it was that $1000 prize at the bottom of your receipt ” please take the survey for a chance to win a $1000”.
The truth is that surveys are a way for marketers to directly speak to the customers and get valuable information about how they feel or think about the brand.
When companies create a product, they hope that the customer will love the product, and they would profit from it. It would be nice to create something profitable, and when we have an idea of what the customer wants, it saves us from going back to fix problems. Remember back in 2014, when U2 forced an album on us. That turned out to be a disaster because many of us did not even know who they were.
Market research is vital because you get to learn what the customer or in U2’s case, the potential customer wants. In their defense, they just wanted to introduce themselves to a broader audience, maybe increase the number of digital downloads and get some new fans.
Unfortunately, for them, it backfired. As marketers, we understand why conducting research is essential, and surveys can give us useful information that could lead to a great marketing campaign.
What is a Survey?
A survey is a research method that we use to collect data; we use the data to gain information and insights on different topics. We can get feedback from customers that helps us understand their thoughts and feelings about our products. It would be expensive and impossible to speak to every customer. Surveys allow us to collect data from a small “sample,” and we can generalize those findings to a larger population.
Surveys allow you to measure the following
Brand Identity: Most of us can recognize the Apple logo, even if it’s on a sticker without an Apple product or name attached to it.
Brand Image: Where would Apple or Netflix be without a positive brand image? We can conduct a survey that helps us understand how the customer perceives our brand.
Trust: Do people see your brand as trustworthy? A few years ago, Samsung phones caught fire; it’s not easy to come back from this. Create a survey and ask the right questions; you can find out how people feel about your brand.
Brand Awareness: You can measure and find out which segment is already aware of your product or services. Also, you can find out insights such as your brand’s reputation. Let’s say you owned Samsung, and all of a sudden, phones started to catch fire; you can create a survey and ask specific questions like how do you feel about Samsung or what do you think about its products?
Brand Loyalty: You can ask respondents questions such as would buy from us in the future. Also, you can ask questions like would you purchase from us or competitor X now or in the future. This question can help you gauge how loyal the respondents are towards your brand.
Surveys are an excellent way to get insights from the people who matter, the “customer.” There is no better way to improve your product than to get feedback from the people who are going to buy the product. Make sure that the survey is not too long; remember, people have a short attention span. Let the respondents know the survey is anonymous; for more accurate answers. You want the respondents to take the survey once. Finally, the data that you collect can help you come up with a good marketing strategy for your marketing plan.
Click the link below to read last weeks post about personal branding