Surveys: Are They Worth It?

Surveys cut across all industries and activities, and the value of getting under the bonnet and finding what your client base thinks cannot be underestimated – you can get incredible insight into your company or product. Surveys can be used in a mind-boggling variety of ways, and sometimes the results can be as outlandish as the questions asked.

Think about your questions and what you really want to know. This is important. What you need to do is come up with a series of questions that will engage your audience and help you to understand what it is that will hook them.

It is essential that you set out the clear objectives for the survey and ensure that the results will be acted on. Too many surveys take place and the findings are simply discarded – this is a waste of time for all parties involved, and a wasted opportunity to develop your business.

Once you’ve done your research then think about what you need to know, who you need to ask and the purpose of the survey. This is when you’ll get the opportunity to really uncover what is happening out there in your chosen market. Hopefully you will get some interesting and perhaps enlightening results.

Next you need to pick your partner tool to create your survey. Google Forms is 100% free and offers much more than any other free survey tool. If your emphasis is on aesthetics, check out Typeform, and if you want some intense analytic action, consider Client Heartbeat.

Whichever survey client you use, there are some key tools you should be looking for:

  • Survey logic – this is where answers to previous questions will inform which questions are asked next. As an example: If the user answered ‘no’ to ‘do you have any dependent children?’, the survey would skip asking what age the children are.
  • Export data – check whether you have to pay extra for this capability.
  • Custom logo – some survey clients allow you to swap their default logo for your own, to add personality to your survey.
  • Question options – you want some variety here, and most creators will give you options to add multiple choice questions, rating scales and the like. Paid versions may offer an even larger assortment.

Hopefully you now understand the importance of surveys, but also how vital it is that you add maximum input to get the actionable results you’re looking for.