Why your survey sucks. And How to fix it.

Remember what happened to your last survey?

OMG, yes ! Survey results of the market research you bought from that supposedly famous consulting firm were (multiple choice possible):

a) self-validating what you already knew.

b) leading to suboptimal business decisions or gut feeling actions.

c) pushing away the “truth questions”, dissolved by diplomatics.

d) not mentioning any first-hand crisp users verbatim.

You plan to launch a survey? Think twice on how you will do it.

Boring. Too many. Too long. Inaccurate.

Surveys are an established method of collecting quantitative data. Customers are prompted to express their opinions through multiple-choice questionnaires and scripted interviews.

But the ease of creating and distributing online surveys with tools such as SurveyMonkey, Vizir, Google Form have a few downsides. Too many surveys in the mailbox. Too time-consuming for the respondent.

And increasingly ignored or viewed as spam. How many people take anyway the time to notice your email ? To open it, to read it? And to, give authentic answers, till the end?

In the absence of human interaction, there is no assurance that your respondents are answering sensibly and truthfully.

You would like a quick fix for your survey ?

Rewards for completing the survey may provide the wrong incentive and attract the wrong profiles. How can you guarantee that the answers are sincere enough?

Scoring a shopping experience or policy action on a 1-to-10 ladder scale offers no insight about your customer’s context, desires and behaviors.

Even when conducted by telephone or in person, the accuracy of opinion polls has recently been cast in doubt. Yes, it happened in 2016. Massive failure. By incorrectly forecasting the outcome of votes such as the Brexit referendum and the US elections results.

So, how to collect better qualitative and quantitative insights ?

Asking questions is just not enough anymore. Your organisation must notably engage their most valuable audience or customers in a genuine two-way conversation.

Your organisation must value their feedback. And offer them a high quality experience in terms of design, knowledge, exclusivity.

Symantra helps companies, NGOs and public organisations collect and synthesize better insights. From user stories, voices, experiences, pain points, meaning better qualitative and quantitative data.

Citizens and customers are considered as trusted partners. Throughout the product and service life-cycle. Not just at the beginning or end of it.

Better stakeholder and employee engagement: where to start with ?

Symantra has a long expertise in in-App feedback modules and insights communities on Web and Mobile Apps for better market research and stakeholder engagement.

Let’s get in touch : contact@symantra.com

Discover also our App Cost Calculator to get a quote for your app project.

Anne Magnus is the Managing Director of Symantra, a Brussels-based Digital Agency specialized in Design & Development of Native Mobile Apps + Employee Apps + Digital Transformation. www.symantra.com

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