Here are some of the common types of surveys and their related benefits and potential pitfalls.
Personal interviews
Benefits
One-on-one discussions allow for deeper questions to be asked and more varied, open-ended responses to be given.
An interviewer can drill down to get more details on specific responses. Interviews can be done on site (for instance, at a product demonstration kiosk) or at point of sale (in your own storefront).
This method also encourages a relatively high response rate. On-site interviews can be done at any time and are great when you wish to gather immediate feedback about your customers’ experiences.
Issues to overcome
Focus groups are time consuming and expensive to organize. Both administrators and participants will likely have to be compensated for their time.
You will possibly have to pay for a venue and other expenses.
Phone survey
Benefits
With a telephone survey, the administrator can guide the conversation and get more detailed responses. The survey administrator can clarify any misunderstandings the respondent may have.
You are likely to get higher response rates than you will with e-mail or written surveys. Questions should be brief and to the point, showing respect for the respondents’ time,
Issues to overcome
Telephone calls, particularly unsolicited ones, are invasive and can turn off potential customers.
There is also legislation restricting telemarketing in Canada due to consumer complaints, including the National Do Not Call List (DNCL). Try not to make the mistake that frustrates most people – calling around dinner time.
Web/email survey
Benefits
Through email you can reach an almost unlimited number of customers quickly and cheaply.
These surveys are best when you have a dedicated online following, and be sure to use shorter questions that will likely result in a higher response rate.
Issues to overcome
With a voluntary written survey there may be a low response rate. If the survey is restricted to customers, there will be an even more narrow range of respondents i.e. limited to existing customers who take the time to complete a survey.
Written surveys
Benefits
Written surveys can be administered directly, perhaps at point of sale, or distributed in a non-invasive way. This can be through the visible placement of customer feedback forms or questionnaires at your place of business or within mailed invoices.
These can be inexpensive and non-invasive ways to target your existing customers when they are immediately engaged with your business. The surveys can be ongoing and are not time sensitive. They also allow for customers to spend more time detailing their feedback.
Issues to overcome
With a voluntary written survey there may be a low response rate. If the survey is restricted to customers, there will be an even more narrow range of respondents i.e. limited to existing customers who take the time to complete a survey.
Top tips to market effectively
If you maintain a website you can also incorporate multi-level surveys for customers at little or no cost.
There are numerous online options available for do-it-yourself surveys. Many of them are free, although paid services will generally have richer features and will allow deeper analysis.
Links to the survey should feature prominently on your website’s home page, along with email and other correspondence with your customers.
You’ll gain the most from your research efforts if they are an ongoing part of your business process, not just a one-off effort. Make a habit of collecting your customers’ feedback and translating it into data.
Keep a close track of customers’ preferences and complaints. This will give you a data set from which you can start drawing conclusions that will help you execute a successful strategy.
