“6 success tips on gaining market survey insight’’

27 February 2019 10:50 am - 0 - {{hitsCtrl.values.hits}}

A A A

A survey is a great tool that helps companies better understand consumers and develop a wide range of analyses. A common misconception is that surveys drive insights. For the output to be useful, there’s much more that goes into a survey. The setup and process of a surveyare all critical to achieving successful outcomes.

As part of our consulting work at STAX, we frequently field surveys to support our engagements. Over the past 20 years, STAX has conducted multiple consumer and B2B engagements. Based on this experience, we’vegiven six areas to focus on to get the best from your market surveys.

• Preliminary Research Prior to Questionnaire Design — Survey designers should use a mixture of industry research, online content and social media reviewsand a few in-depth interviews targeting select consumers and experts to refine and confirm the initial research hypothesis.

• Teaming with Your Client — You need to engage with your team and client about what’s the need to know, nice to know and what would be actionable. Are you trying to find out why something is happening? Or are you trying to quantify solutions?

• Questionnaire Design — Survey questions should be tied directly to the objectives of the engagement. The questions should be framed in a format that can provide the most meaningful insights while limiting respondent fatigue.

• Sample Plan & Design — It is important to ensure that the sample used for analysis is representative of the target population and limits sample bias. It is possible to oversample specific segments after a representative sample is established. This is done to acquire more detailed data using distinct surveys.

• Survey Monitoring and Results — Once the data is collected, inconsistent data points from the sample should be removed by researchers. This includes identifying and eliminating professional survey takers who are often paid for their answers, as well as inattentive and/or inconsistent responses.

• Iterations — You need time to review results, think and discuss. A common opportunity is deeper dives into interesting observations. Researchers can segment respondents into natural groupings and conduct targeted analysis to uncover more valuable insights.

Surveys are an extraordinarily valuable tool for generating deep customer insights quickly.By understanding that the entire process is what generates insights and not just the survey itself, you’ll ensure the output is meaningful and impactful.

Reach out to strategy@stax.com for more information on this article.

Order Gifts and Flowers to Sri Lanka. See Kapruka's top selling online shopping categories such as Toys, Grocery, Kids Toys, Birthday Cakes, Fruits, Chocolates, Clothing and Electronics. Also see Kapruka's unique online services such as Money Remittence,Astrology, Courier/Delivery, Medicine Delivery and over 700 top brands. Also get products from Amazon & Ebay via Kapruka Gloabal Shop into Sri Lanka

Comments - 0

Add comment
Comments will be edited (grammar, spelling and slang) and authorized at the discretion of Daily Mirror online. The website also has the right not to publish selected comments.

“6 success tips on gaining market survey insight’’

Comments - 0

Add comment

RECOMMENDED

UDA owned land in Thalawathugoda; UDA Minister Prasanna Ranatunga under the spotlight for forceful occupation of reserved land

Loss-making SMIB faces political pressure in recovering loans

Baltimore Bridge Collapse: MV Dali, SL authorities anchored in mystery?

Has Sri Lanka become a potential hub for the illegal wildlife trade?

Spotlight on Moragahakanda Development Project Moragolla villagers lose livelihoods and down to one meal a day

Ambitious Sri Lankan jobseekers ‘trafficked into Ukraine war zones’

Western purple-faced langurs see blue!

Most Viewed in News

No decision to declare April 15 as public holiday

Sri Lanka’s Rupee leads emerging markets in 1st quarter of 2024

23 year old youth ends up having his testicles removed

Corporal from Air Force Rugby pool killed in police shootout

Suspicious death of 23-year-old woman at hotel sparks concerns

April 15 declared a government holiday

MIRROR CRICKET

How does CSK get best out of Pathirana?

Mendis, Mathews move up in ICC Test Rankings

Chamodi, Dewmi spins Sri Lanka U19 Women to big win

Amir, Wasim return to Pakistan national team

TODAY'S HEADLINES

Ruwan calls on Kotte Sri Kalyani Mahanayake Thera

Effectiveness of Sri Lanka’s legal system is questioned over alleged corruption: Chief Delegate

Public inconvenienced due to lack of transport

Ex-soldiers joining Russian military as mercenaries, Sri Lanka seeks details

Mendis, Mathews move up in ICC Test Rankings

Security raised for Champions League ties after threat

SLA target four events at Paris Olympic Games

Chamodi, Dewmi spins Sri Lanka U19 Women to big win