Your customers’ opinions matter. In fact, they form the foundation on which you develop your products, services, and your brand. What they say, think and how they act directly affects your business growth and success. It’s crucial to regularly get their feedback to help guide all decisions and actions you take, from product development to marketing strategies you deploy. The easiest way to interact with your customers and get their input is to conduct a consumer survey.
A consumer survey is a research tool consisting of a questionnaire used by businesses to collect customers’ thoughts, feelings, preferences, and feedback about company products, services, and experiences.
Using a consumer survey report, companies can gain better insight into customers’ current satisfaction levels with their products and services, their likelihood of recommending their brand to friends and family, and identify opportunities for development innovation.
When structured and utilized effectively, consumer surveys are an extremely useful research tool that can help businesses better understand their target audience, remain competitive in the market, and grow their revenue.
There are six different types of consumer surveys used by businesses for gathering customer feedback:
Surveys can be conducted via telephone, mobile device, on the internet (web-based), and traditional posted mail. Consumer survey questions tend to fall into four broad categories: psychographic, demographic, purchasing patterns, and consumer convenience.
Consumer surveys, provided they’re well-structured and target the correct audience, can be very effective for collecting valuable consumer data, including feedback, ideas, and brand sentiment.
Proper planning is essential to creating a successful survey, which includes:
If you’re unsure of how to create a survey that best suits your customers, or don’t have the time, many consumer survey companies specialize in creating, measuring, and analyzing consumer surveys on behalf of businesses.
1. AI and machine learning
AI and machine learning capabilities can help to create tailored, personalized customer surveys at scale, and assist with data cleaning and interpretation. Using ML and NLP, AI can create a customer survey by adapting or generating specific questions that are relevant to that customer.
It can also design segmented surveys based on a target audience’s demographics, purchase history, and online behavior. AI can process and analyze large volumes of consumer feedback data to identify trends, patterns, and correlations, and flag potential risks, like extreme customer dissatisfaction, for easier next best steps.
2. Mobile optimization
Based on research from Statista, nearly 60% of global web traffic came from mobile devices in 2023. As more people use their smartphones to access the internet, making sure your surveys are mobile-friendly and accessible is crucial to reaching a wider audience.
Optimizing your surveys for mobile includes formatting the survey layout so it fits a mobile screen, avoiding open-ended or longer questions, and minimizing the use of images and videos which could create lag in loading speed time.
3. Mixed-mode surveys
Mixed-mode surveys use more than one format or mode to collect customer data and can incorporate mobile, face-to-face, telephone, and even video and audio recordings. Using more than one mode to collect customer data can help to overcome the limitations of one survey format that could impact the quality of customers’ responses and the data gathered.
For example, a consumer might not select a checkbox for a multiple-choice answer on a web survey, but give a direct answer over the phone or via video chat. Mixed-mode surveys can create more opportunities for nuance and comprehensiveness in consumer responses, which enriches the data quality collected.
Gamification is the use of game-like elements and features in non-gaming environments to increase individual participation. Incorporating gamification into surveys, like earning points, tracking scores, earning rewards or vouchers, or winning something, can boost consumer participation because users feel they’re getting something back in exchange for taking part in the survey.
Invisibly, for instance, allows users to unlock access to premium news content in exchange for filling out online surveys on the platform. Gamification can increase response rates, decrease dropout rates, and improve the data quality you receive from your surveys.
In the age of the attention economy, consumers have a shorter attention span and are more easily distracted, making it harder to win – and keep – their concentration for answering surveys. Microsurveys have emerged in response to this challenge as shorter, more concise surveys, aiming to capture very specific consumer data.
A microsurvey is a short-form survey consisting of 1-3 questions that allow businesses to collect consumer feedback quickly. They often enjoy higher response rates and better quality responses because they target very specific customer segments and their questions require concise, direct responses.
Sometimes the challenge of consumer surveys isn’t so much design and development as it is deliverability and reach. Invisibly can help you expand your online brand presence and reach an even wider target audience beyond your existing platforms.
Invisibly is committed to building a better digital ecosystem for brands and people alike. We use Realtime Research – which relies on voluntary participation – to reduce bias and give you the most accurate results.
Partnering with Invisibly will grant you access to a wider net of users, providing high-quality zero-party data in their survey responses that you can leverage to power your business growth and innovation.
See your data work for you.