In last week’s article we introduced the powerful and under-utilized technology of surveying, and why you need this technology to solidify the successfulness of your promotion. In part two we will discuss a few of the options you have in getting those surveys done.
Hitting the Streets
The most obvious and straight forward approach would be to grab your clip board, pens, paper and hit the street (if you have the time and energy). You will need to position yourself at either a busy intersection or train/bus stop where there is a continuous influx of new people. If you are convincing enough you should expect one person out of every 15 people approached to stop and do your survey. Therefore in order to get 100 surveys done you should expect to spend 6-8 hours.
Your Demographic
It is important to remember when you are surveying people at bus/train stops and intersections that you are getting a completely random sampling of the population. This may or may not be the demographic that you want.
If your demographic were people who shop at home improvement stores then your best bet would be to find the biggest one in town and stand out on the sidewalk (public property) and survey the customers leaving the store. This way you can zero in on your demographic.
Time of day does also matter when it comes to surveying in public places. You’ll often find businessmen and children in the morning (on their way to work/school), mothers and the elderly during the day time, and then businessmen and children at dinner time (returning home from work and school)
Online Solutions
Should hitting the streets not be for your thing you’ll be happy to know that there are online services (such as Survey Monkey: https://www.surveymonkey.com/ ) Where you can sign up, pay a flat fee per month and get surveys done online.
Your survey will be sent to a large network of individuals, who will then fill out the survey online. Although it is terribly convenient there is a lack of control and risk of ‘insincere’ responses to your questions.
Customers
Last but certainly not least, perhaps one of your greatest resources for surveying would be your own customers. Every customer who purchases a product/service from your company should then (after paying) be promptly asked for 2 minutes to do a survey. You can even sweeten the deal by offering $1 if they complete the survey in its entirety.
The beauty of surveying your own customers is the fact that you are surveying precisely your demographic. Therefore you will end up knowing exactly what your demographic thinks, needs, wants, dislikes, etc and so enabling you to increase your return and effectiveness of your promotion.
0 responses