Tips for Creating Effective Surveys That Yield Actionable Insights
Online surveys have become an essential part of businesses seeking to obtain valuable insights from their target audience. But creating an online survey that is both effective and efficient requires careful planning and a thoughtful approach to ensure the collected data is accurate, relevant, and actionable. In this comprehensive article, we'll delve into some of the best practices and guidelines that businesses can use to create effective online surveys. Furthermore, we'll also present real-life case studies that will help illustrate the importance of following these guidelines.
- Define your objectives and target audience
Before creating an online survey, it is essential to define your objectives and target audience. What do you want to achieve with the survey, and who do you want to reach? By defining your objectives and target audience, you can tailor your survey questions to gather the most relevant and actionable data. For example, if you are a company that sells skincare products, your target audience may be women aged 18-35. Your objectives may be to understand their skincare routine, their preferences in products, and their purchasing behavior.
Case Study: Glossier
Glossier, a beauty brand that markets itself as "skin first, makeup second," regularly conducts online surveys to gather customer insights. In one survey, they asked customers about their favorite beauty products and why they love them. By analyzing the responses, Glossier was able to identify trends and patterns in customer preferences, which helped them develop new products and marketing campaigns.
- Keep your survey short and focused
One of the most common mistakes when creating online surveys is asking too many questions or questions that are not relevant to the objectives. This can lead to survey fatigue, where respondents lose interest and drop out of the survey before completing it. To avoid this, keep your survey short and focused on your objectives. Ask only the most important and relevant questions.
Case Study: The New York Times
The New York Times conducted an online survey to gather feedback from readers on their digital products and services. The survey was short and focused, consisting of only ten questions that were relevant to the objectives. The survey had a high completion rate, with over 90% of respondents answering all ten questions.
- Use clear and concise language
Case Study: Airbnb
Airbnb, the popular home-sharing platform, conducted an online survey to gather feedback from hosts about their experience using the platform. The survey questions were written in clear and concise language that was easy to understand. By doing so, they were able to get accurate and actionable data from their hosts.
- Use a variety of question types
Using a variety of question types can help keep the survey interesting and engaging for respondents. It can also provide more detailed and nuanced data. Some examples of question types include multiple-choice, rating scales, open-ended, and Likert scales.
Case Study: McDonald's
McDonald's conducted an online survey to gather customer feedback on their restaurant experience. The survey included a variety of question types, including multiple-choice questions about the menu and service, rating scales for cleanliness and friendliness, and open-ended questions about what customers liked and disliked about the restaurant. By using a variety of question types, McDonald's was able to gather detailed and nuanced data on their customers' experience.
- Test your survey
Before sending out your survey, make sure to test it thoroughly to ensure that it works properly and that there are no glitches. This will help you to avoid any technical issues that could affect the quality of your data. Test your survey on different devices and browsers to ensure that it is optimized for all users.
- Use incentives
Offering incentives is a great way to increase participation in your survey. Incentives can be in the form of gift cards, discounts, or other rewards that are relevant to your audience.
This is where appyReward comes in. Our platform is integrated with popular survey platforms like SurveyMonkey, Jotform, Typeform, and Google Forms, making it easy for businesses to create reward campaigns with just a few clicks. When a respondent completes a survey, appyReward automatically sends them a link to redeem their digital reward. We offer a wide range of digital gift cards from popular brands like Amazon, Target, and Starbucks. And if a business already has their own rewards, they can easily upload them into our platform.
Digital rewards, such as Amazon Gift Cards, Visa Prepaid Cards, Starbucks Coffee, and Walmart Gift Cards, have become increasingly popular as a way to incentivize survey participation. They are easy to deliver and can be redeemed online, making them a hassle-free option for both businesses and respondents. Offering a digital reward can increase response rates by up to 30%.
With appyReward, businesses can also create contests and sweepstakes to further incentivize survey participation. This helps to increase engagement and encourages respondents to share the survey with their network, leading to even more responses.
Wawa, a convenience store chain, wanted to gather customer feedback on their in-store experience. They created a survey that asked customers about their satisfaction with the store layout, product selection, and customer service. To incentivize participation, they offered customers the chance to win a $100 gift card. The survey had a response rate of over 25%, and the feedback was used to make improvements to the in-store experience.
Airbnb wanted to gather feedback from hosts and guests on their user experience. They created a survey that asked questions about the ease of booking, the cleanliness of the accommodations, and the responsiveness of hosts. To incentivize participation, they offered participants the chance to win a free stay at an Airbnb property. The survey had a response rate of over 20%, and the feedback was used to make improvements to the user experience.
Online survey platforms like SurveyMonkey, Jotform, Typeform, and Google Forms have made it easy for businesses to collect data from their audience. Each platform has unique features and benefits that serve the same purpose: to make it easy for businesses to collect data from their audience.
Photo by Tim Mossholder on Unsplash
Creating effective online surveys requires careful planning and
execution. By following these best practices and guidelines, you can
ensure that your survey is optimized for maximum participation and
quality data. And by using incentives and other strategies to engage
your audience, you can increase response rates and gather valuable
insights that can help you make informed decisions for your business.