How technology can help you with you conduct marketing surveys
Take your surveys to the next level - find out more about the best technology and software tools to help you conduct marketing surveys.
Feedback marketing is a critical service in any marketer’s portfolio, allowing you to gather insights from customers and users of a product/service on behalf of a client. The benefits are obvious: your client gains valuable feedback to help steer product improvements and future development, while your customers feel valued and wanted, helping boost loyalty. • This is how you can use tablets as PoS devices • Discover what else ASUS business tablets can do • Make sure you stay safe - download our free guide to digital security The process of building focus groups to meet this need can involve numerous strategies. Typically, this will include the employment of third parties to put together a panel of users, non-users or a combination of the two. But another approach is to canvas people directly on the street or from a specific location, such as a store floor or an event. The new tools of the trade The days of relying on clipboards, pen and paper are far behind us – by using touchscreen devices you can instantly record, upload and start analysing your customers’ opinions. If you’re setting yourself up in a fixed spot, then an All-in-One, business-grade PC like the ASUS A4110 (with its 15.6-inch touchscreen display) is a perfect solution for your customers to record their answers. If you’re on the street canvassing opinion, then obviously a mobile solution is essential. Look for a business-grade tablet that can serve kiosk applications, allowing it to be locked to a single application so users can’t inadvertently stray from the survey. ASUS M Series tablets offer 7- or 10-inch screens to fit the bill perfectly. Choose an LTE option and you’ll be able to upload your responses from the field for ongoing analysis.
What you’ll need from your survey app Survey apps and services are ten-a-penny, and all should offer the basic features you’ll need for your feedback marketing. These include the ability to customise question types (including logic and branching to react to different answers), the ability to distribute your survey both online and offline, plus some rudimentary data analysis. Beyond this, you’ll find different tools optimised for different needs. The trick is targeting those services optimised for use out in the field. QuickTapSurvey, for example, is optimised for mobile and offline use, supporting customer feedback and research. SurveyMonkey is another good mobile solution and offers free plans while integrating nicely with a wide range of analytics, reporting and marketing tools. This flexibility allows you to incorporate it into an existing software platform. Tips for getting the right responses While it’s tempting to survey anyone and everyone who’s ever connected with your product or service, you may find you need to target a specific type of customer or user. For example, if you’re looking for feedback on the buying experience, avoid repeat customers (who know your buying processes well) or those who purchased more than six months ago (as they’ll have forgotten key parts of the experience). Another key consideration is what questions you’ll ask. There are two broad types: open-ended and close-ended, with the latter limiting the user’s response to a series of pre-set answers, such as multiple-choice or ratings. Hotjar provides a list of over 50 survey question examples to help steer you towards the right type of questions to ask, and the best order in which to pose them. One final thing to consider is the fact that you’re surveying people on touchscreen devices. Your questions and answers should take that into account: unless you’re able to provide a proper keyboard – only practical if you’re in a fixed location like an event or store booth – you should minimise or even avoid asking open-ended questions.
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