Survey

Contents

• What are surveys and their significance?
• Objectives and advantages of surveys
• Classification of surveys
• How to conduct surveys correctly?

What are surveys and their significance?

Surveys are an important tool within marketing research that allows companies to gather valuable data from consumers. They provide information about consumer opinions regarding products and services, as well as their preferences, expectations, and needs. Direct data collection from customers gives companies a more accurate picture of their opinions, enabling them to better adapt their strategies and offerings to the target audience.

For instance, the jewelry brand SOKOLOV uses surveys to determine its customers' preferences regarding jewelry. This helps the company remain competitive and offer the exact products that interest their buyers.

Objectives and advantages of surveys

Surveys are conducted for several purposes, including:

• Collecting feedback on products and services. Surveys help identify customer attitudes toward the brand and its offerings, allowing for strategy adjustments and improved service quality.
• Measuring NPS (Net Promoter Score). This index helps determine the level of consumer loyalty and their willingness to recommend the brand to others.
• Creating a profile of the target audience. Surveys help companies understand the characteristics of their customers, facilitating more accurate segmentation and personalization of offers.
• Analyzing advertising effectiveness. Surveys can evaluate how successfully an advertising campaign has been executed and the level of brand recognition.
• Increasing engagement. Surveys are an excellent tool for actively interacting with the audience, helping to strengthen the connection between the brand and customers.
• Studying market conditions. Surveys allow for understanding current market trends and consumer preferences, which is critically important for successful business operations.

For example, Unisender conducts surveys to identify the challenges customers face when using their service.

Classification of surveys

Surveys can be classified based on various criteria:

By form

• Questionnaires. Respondents fill out questionnaires independently.
• Interviews. Questions are asked during a conversation with the respondent.

By number of respondents

• Individual. The survey is conducted with each respondent separately.
• Group. A group of respondents participates, such as focus groups.

By interaction method

• Personal. Surveys are conducted in a face-to-face format.
• Indirect. Include telephone and online surveys.

By level of expertise of respondents

• Mass. Any consumers can participate.
• Expert. Surveys are conducted only among specialists in a specific field.

How to conduct surveys correctly?

Conducting surveys correctly requires a clear strategy and planning. It is important to consider the following steps:

• Defining the objective. Clearly articulate why you are conducting the survey and what information you wish to obtain.
• Selecting respondents. Ensure that the chosen audience aligns with the research objectives.
• Formulating questions. Phrase them in a way that they are clear and free from ambiguities.
• Analyzing results. Interpretation of data depends on the chosen methodology, so select an appropriate method for processing information.

Thus, surveys are a powerful tool for businesses, allowing them to gather important data and build effective strategies for customer interaction. Proper use of this method can significantly enhance service quality and customer satisfaction.