Strategies for Generating Consumer Feedback

One of the best ways for companies to get more information on their target audiences to allow them to better meet their customers’ needs is through surveys. There are many different types of surveys that companies can use, however, the best ones are short and simple, which allow companies to get the right type of information, without making the customers feel too annoyed at them having to answer any sort of questions. Instead of creating detailed questionnaires, the best surveys are going to be plain and easy for the audience to understand.

Questions

If a company creates a survey that is going to have complicated questions that can frustrate or confuse the audience, they’re either going to give inaccurate or unclear answers or completely avoid answering some of those questions. Thus, companies should avoid using any confusing, long, or trick questions, to maximize the engagement of the participants of the survey and generate accurate results from the research. That means one of the main goals of a company conducting this type of research is to make sure everything is as direct as possible. It also means that companies will have to avoid polarizing questions that only have two potential answers, a “yes” or a “no”. The reason behind that is that if the company only asks these types of questions, that’s the only kind of answers that the respondents will provide – agreeing or disagreeing with a statement. A better alternative to a “yes” or “no” question is to pose the question in a way that the respondent can reply on a scale, such as “highly agree” “agree” “neutral” “disagree” “highly disagree”, so that customers can give a more nuanced response to the query.  

Qualitative data

Any questions that allow the respondent to write an essay, a comment, or any other type of text, means it’s going to be a bit more difficult for the company to analyze, however, it provides a lot of high-quality information. That’s why some of the best questions that companies can use in their surveys are open-ended questions. However, not every question should be open-ended, but companies can include at least a couple in the surveys that they create. This is going to allow the participants in the survey to speak their minds with no bias or limitations compared to the other questions that they have been asked throughout the survey. Additionally, the company should only ask the participants one question at a time to avoid confusing the participants and to avoid making it difficult for the company to interpret their answers. Because long surveys and long questions tend to lead to high abandonment rates because people don’t want to spend a lot of time providing answers to a company when they can be doing something else. Additionally, if in the middle of the survey, an audience member realizes that the survey is going to be long, the survey will end up with incomplete information as they abandon it in the middle of answering questions. That means companies have to figure out the best way to get people to respond to their questions in an exciting way that won’t take up too much of their time?

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Article written by Ronn Torossian