The road to customer insight has many possible paths. You can take a qualitative approach, collecting information in a casual group discussion or in real-time customer reactions through shop-alongs and in-home visits. You can also measure marketing efficacy and consumer trends with quantitative surveys and concept testing, compiling statistical research to drive a new marketing or product direction.
Whichever research path (or paths) you choose, every method for data collection comes with its own set of benefits. We’re discussing some of the key benefits of using a survey to collect data and how this research method can help insights teams save money and effectively reach more people in an industry or brand’s target market.
What is a Survey?
Surveys are a set of questions used to collect information from participants. There are various methods for conducting a survey, such as through phone calls, the mail, or online, and they can vary in length depending on the desired depth of the research.
Surveys are used for a variety of purposes from the simplest customer feedback inquiry to something as in-depth as the US Census. They are an extremely effective means to collect data, and with the help of KnowledgeHound, they can even become the source of your next big marketing or product innovation decision.
Find out more about our data analytics solution that transforms raw survey data into approachable visualizations.
Four Benefits of Using Surveys to Collect Data
If you’re accustomed to using survey data to collect your customer’s insights, odds are you’re already familiar with the power of an effective questionnaire and some of the methods surveyors use to drive optimal response and engagement from participants. But, questionnaires come with more marketing advantages than simply posing thoughtful questions.
1. Surveys are Scalable
What’s unique about questionnaires and using surveys in qualitative research is their scalability. Questionnaires hold up just as well to a group of 20 people as they do to a group of 3. Insights teams can easily publish a survey to everyone in their mailing list, or segment a survey to specific users, gleaning only the essential information from a targeted group within their customer base. This allows teams to prioritize insight using survey data and create a focused, customer-centric plan.
2. They are Cost Effective
One of the most notable benefits of using a questionnaire to collect data is affordability. Conducting a survey either through an email list or an on-site quiz can be one of the most cost-effective ways to gather real-time customer insights. But there’s a slight caveat—your questionnaire must be something your users want to engage with.
While there are steps you can take to optimize for response rate, if you want to take advantage of this economical data collection method, it’s important to keep in mind some key construction components of an engaging questionnaire, for instance:
- Questions should be arranged from least sensitive to most sensitive.
- They should also start with questions that are factual and flow into questions that are more subjective.
- The first half of your survey should use general questions leaving more specific questions towards the end.
Using surveys in qualitative research can yield important information about your target market and save money along the way. You just need to be strategic about the way your questionnaire is constructed in order to get the greatest ROI.
3. Surveys are Quick
In addition to being economical, questionnaires can also be very fast. You can easily fuel your own customer-facing survey based on your unique understanding of your target market. Then, publish the questions in a strategic place on your website and wait for the responses to roll in. This allows research teams to conduct their own research and pull insight directly from the greatest source: the target market.
4. They Allow Easy, In-Depth Analysis
Questionnaires and surveys often fall into the category of quantitative market research and one of the greatest benefits of using a questionnaire to collect data is the ability to use that quantitative insight to influence qualitative brand improvements—but not without some skillful visualization and analysis.
With a solution like KnowledgeHound, insights teams can easily sort through thousands of archived survey projects by simply conducting a search. From there, they can manipulate and visualize the data they need - their way - allowing them to inform the next product innovation or consumer trend.
Find out more about how KnowledgeHound can lead you to your next big innovation and get more out of the data collection methods you use every day to connect with your customers.