3 Key Inputs: What Companies Should Spot in Paid Surveys
You already decided to explore paid surveys to find out what people think about your brand. The goal is to get to know your consumers better, and understand how they connect with your brand and others that belong to your category. In fact, you might also want to see how they respond to efforts made by brands outside your category.
The greater challenge is to be able to swallow your pride and take what your market has to say about your brand, good or otherwise. Treat every customer like a girlfriend/fiancé/wife. Listening goes a long way. Here are the top 3 inputs you should look out for and take note of when reviewing paid survey responses.
1. Brand relationship
Your respondents might give expected answers to the earliest questions. Be patient and read on. Especially take note of how your market compares you with your competitor. From these, you will uncover how your target market relates itself to your brand on an individual basis. As a bonus, you also get to know how the respondents relate to the other brands. This will tell you whether or not your marketing and communication strategies are reaping you the right market response.
2. Top of mind: what it is now, and what made it the top
Although it’s faster to understand answers of ranking questions, make sure you read between the lines. With the help of your paid survey company, craft your questions to probe why. Is product A number one because of higher advertising spend or simply because they really have the best product out there?
Ranking at the top doesn’t directly translate to sales. This could mean that the ads resonate because they are new. What is important is that your brand is part of your market’s evoked set.
3. Keywords
After knowing what their answers are, read again to see how they wrote their answers. Which words did they use? How often was your brand referred to with that particular word? This information could help you tweak communication content and speak the market’s language.
January 14th, 2009 at 12:30 pm
[...] surveys are a great marketing research tool. Asking the right questions and being interested in the right details can make paid surveys a [...]
February 5th, 2009 at 12:18 pm
[...] The present aggregate describes your current niche. These are the people who already have a relationship with your brand. With the help of paid surveys, you can weed out the less profitable customers from your most profitable customers so that you can better allocate your marketing efforts. [...]