July 18, 2019

Designing a marketing survey that leads to meaningful results

closeup businesswoman filling marketing survey on laptop

The backbone of every good marketing survey is strong statistics- your survey is only as good as the data you collect. The beauty of marketing is that if you really want to know more about what people think, all you have to do is ask. 

However, designing an effective marketing survey that generates meaningful results is slightly more complicated than just asking customers a few questions. So whether it’s for a new product launch or to merely determine what is really going on in the world, designing a good survey is a crafty affair. Here are some steps to keep in mind when doing so:

Be Cognizant Of How You Want To Use The Data 

Have a clear idea of how you will use the data received from the survey. Doing so will help you structure a more comprehensive survey from its initial draft. It will help you curate questions for the answers you are really looking for. 

Draft A Marketing Survey Outline First 

Before going all-in, draft a sample outline to weigh in the pros and cons of the questions being asked. Surveys are conducted to infer the perceptions of consumers, not find out the absolute truth. Make sure you do a test round internally before you sign-off on the final draft of the survey. 

Don’t Use Leading Questions 

Like any conversation, use open-ended questions in your survey that don’t generate specific pre-defined answers. Using coercive or leading questions might get traction to your survey but will ultimately not generate meaningful results. 

Avoid Assumptions 

Using assumptive questions will never truly capture correct data. While designing structurally valid questions, also try to avoid implied answers. Paying attention to structural details like these will help your survey give less skewed results. 

Keep It Simple

It is often seen that people stop taking a survey if they fail to comprehend the options. Make sure that the language you use in your survey is easy to understand by the survey demographics. 

Use Coherent Language 

One of the most crucial points to remember when designing a survey is to use simple and clear language. Ambiguity in surveys almost always produces skewed or garbed results. Along with using intelligent questions, try to keep the use of industry jargon to a minimum. This will ensure a more neutral result from the process. 

Ensure An Order For The Questions 

The last and most important thing to do while designing a marketing survey is to ensure a proper sequence for the questions. You don’t want to throw off the respondent in the first two choices. The best path is to start with compulsory demographic questions to determine the age range. You can then create a path where your questions slowly transition from generic marketing to brand-specific ones. 

It is easy to get overwhelmed while designing a survey. However, following these simple measures to avoid pitfalls can create an effective marketing survey that generates useful data. 

Related Links

The 20 Most Valuable Market Research Surveys

How to conduct a market survey that works

A guide to designing surveys