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Where exactly is this going?
Marketing
The wake up call from last week was that your Research can mislead you if you don’t ask the right questions
So where to now?
Clearly, the answer is to improve the structure of our questionnaires and surveys. Here are some excellent tips from Andrew Boddington courtesy of Drayton Bird.
- People try to make surveys short for maximum response but you shouldn't fear a long survey. As long as the questions seem 'natural and logical' to the reader, they will complete it, once the first few questions have been answered.
- If you have some questions which are more critical than others, make sure the survey has clear sections - the first with the main questions, then the next introduced with the words "You do not have to answer these, but if you do so, it'll mean x, y and z benefit...and will only take a few minutes more..."
- Response can be increased by a variety of details. A lot depends on the honesty in the introduction, why you are doing the survey, what is in it for the responder (altruism, sense of helping self or fellows, and maybe even the chance to win something in a free draw, as a gesture of thanks), explaining how the results will be used, and even how they can see a copy of the results (usually a simple summary).
- People love being asked for their opinion ('your opinion matters to us'), so use flattery to increase participation.
- Make the introduction from someone they already might know and respect, rather than have no name at all. Even have it look like a letter, with a signature and photo for a touch of warmth.
- Much depends on the layout, the clarity of type face and typography, and the use of colours, tints and boxed sections make it look less daunting.
- It sounds radical, but question how much response is really needed. Statistically a lower response sample may be fine, so that the views are representative.
- Try a reminder mailing/emailing after the natural response has dried up from the first survey. Non-responders are not against responding, they just have busy lives, are lazy, like all human beings, so a courteous reminder will typically get half as much response again.
- Consider how/when the survey gets handed over, emailed or mailed. Is there a better moment, so they'll be more inclined to take part?
This is the fourth and final of this little mini-series on knowing your customer and building and working your database.
Keep your powder dry,
Warren Cottis
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