It seems just like yesterday I used to dread walking the local mall trying to avoid those part-time, minimum -waged, clip-board carrying youths wanting me to answer various questions about various topics. I think we all surprised ourselves how agile we could be, ducking and weaving around other shoppers, not making eye contact…just to avoid answering a few simple questions.
Yes. I’ve dated myself.
What’s a mall? What’s a clipboard?
Surveys.
They’ve come a long way. But even back then, someone knew the power of opinions.
Today, surveys are so different. You can answer questions on your phone. Through your email. In the privacy of your own home. We don’t mind taking survey’s, we want to take surveys. In fact, we feel like Colonel Jessep of A Few Good Men, “You want me to take that survey, you need me to take that survey, you pay me to take that survey!”
Let’s Not Confuse Rate Me vs. Tell Me Your Opinion.
“Can you go online and give us 5 Stars?” We all know those businesses who are always asking you to go fill out a survey and tell me how we did. Every ride share driver, every oil change mechanic. They crave those 5-Star ratings. Why? That’s how they are evaluated. As long as they get their Stars, no one is the wiser. We’re not talking about those surveys, that’s a whole different Oprah.
Today, we’re focusing on the businesses who rely on reliable data to inform your team to make better business decisions. They’re important because the data comes directly from your customers through thought-provoking questions. Yes. Those surveys.
The Advantage of Surveys.
Surveys give you instant feedback from a large population of your customers. Not strangers, not paid actors, but from those humans that use your product, visit your property, talk with your staff, use your services. There really isn’t another research method that can give you such a more accurate sample and broad view of opinions with your targeted market. All this to help you draw conclusions and make smarter, better decisions. Yes, it might just be rocket science.
Of course, there are disadvantages of surveys. They rely on self-reported data, which can be affected by so many sources of bias, such as social desirability, recall or response styles. They can also suffer from low response rates, which effects the reliability of your sampling. The type of survey also affects its effectiveness.
The Last Word.
To get the most out of your surveys, contact a reliable company who understands your goals, objectives, capabilities and resources. They’ll help you determine what type of survey is best and help execute your surveys for you. Of course, I do know a pretty good, reliable company who has helped so many of their clients make revenue generating changes based on their surveys. Just ask me, I’ll be honest.
Rick Harshman is the CEO of H2R Agency, the leading marketing agency specializing in inspired creative and results-driven strategies in the gaming industry. For more information, call (720) 226-3229 or e-mail RickH@H2RAgency.com.