Here's an excerpt from a recent conversation with a business owner (I'll call him Mark to protect the innocent) who expressed the need for a solution for a specific marketing challenge:
Me: "You've probably used surveys before, right?"
Mark: "Yeah. I'm not a big fan of surveys."
Me: "Why not?"
Mark: "People don't respond or they respond with dumb
Me: "Did you ask dumb questions?"
Mark: "Uh, maybe."
Treat a survey design like it's targeted to turkeys, and that survey will give you back some gobble, gobble. Give the survey some R-E-S-P-E-C-T, and you will score way better results.
Whether you're surveying for customer feedback, market research, employee satisfaction, or community opinions these things matter:
the design format * the right questions * and the analysis
A survey I created last year for a client was aimed at improving the customer experience. My client and I carefully designed the survey, crafted great questions, and distributed the survey to a targeted audience. We received very helpful and specific responses which were analyzed and used toward customer experience enhancements at the business. Happy client. Happy customers.
Oh, and don't forget the next big thing. Use the results to make a difference in your business. Treat that survey with some respect, and don't target turkeys unless you're looking for Thanksgiving dinner. Sorry, I just couldn't resist!