Making a survey can be very useful for a company, provided it is carried out according to a specific methodology. Nowadays, its efficiency is variable. Indeed, many companies are doing poorly and neglecting the preparation phase of the survey. To make a relevant survey, it is necessary to carry it out according to a precise approach, in several steps, which we show below.
Before returning to the heart of the matter, it is important to remember that the results obtained are neither definitive nor registered. They are only the reflection of an overall opinion at some point, and are likely to evolve.
1-Fix your lens!
Before you do a survey, you need to determine a big goal that your survey needs to answer. So you can direct your questions to go in that direction.
The goal you set must have meaning and allow you to find solutions afterwards. For example, is there a demand for such a market? Is it appropriate for my company to position itself in this segment?
2-do not probe randomly!
It is essential to select a representative sample for your survey to be of value. You need to clearly determine who the people you want to survey are: Are they your customers? Prospects?
The objectives vary depending on the nature of the respondents. This requires a pre-selection and a significant number of respondents. So you can draw consistent conclusions about all the targets. The more careful your survey will be, the more reliable results you will get.
3-Avoid superfluous questions
Unnecessary questions would only complicate the analysis phase of the survey results. Make sure you have the appropriateness of your questions beforehand.
You have to get honest answers in order to be able to exploit the data. To do this, put your recipients in confidence by offering them first of all more general questions, then the second time you can more easily question them about their habits, and their opinions.
Start by introducing your survey with questions that can characterize the approach. Then go back to the topic and ask about the main theme of the survey. It may be the consumption habits of the probe, or the expectations of a product.
4-Attention to open questions
Making a relevant survey requires you to not abuse open questions!
In contrast to the closed question, the open question does not include “choice of answers” for the respondent. So he's totally free in his answer.
They complicate the task when processing the data, lengthen the amount of work. Indeed, their treatment requires a phase of understanding. It is to understand and postpone the major ideas.
By overusing open questions, you expose yourself to irrelevant or even meaningless answers.
5-be simple and readable for your targets, interest them!
Your survey should be done in a common language, with short sentences. Use clear questions that are appropriate to your targets, unless there is a particularly targeted questionnaire.
No need to use technical terms, there is a risk that they will not be understood and that you get some random answers.
Make sure that your questions are relevant. These must be of interest to your surveyor, who must have an interest in the poll.
Organize your questions in a coherent way. Structuring your survey allows the respondent to understand the logic of the questionnaire.
6-qualitative or quantitative study?
This subject requires a preliminary reflection on your part: Is it more important to understand all the issues related to a market, or to be able to quantify the opinions of your targets?
When your knowledge of the market is not enough to carry out coherent actions, it is essential to understand in depth the universe in which you work. Use a qualitative study for this. It will allow you, for example, to determine what the right way to approach a new market is. It can also help you determine what innovations are possible in your market.
On the other hand, a good knowledge of the market requires the compilation of reliable data. In this case, focus on a quantitative study. This can, for example, allow you to determine what percentage of consumers would be willing to pay more for a “Made in USA” product.
7-Ask yourself the right questions!
-What are the necessary means for your study?
-What big question would you like to answer through your survey?