There are lots of reasons why a business owner might want to conduct a survey. The value of a survey is directly proportional to the thought that goes into creating it and carrying it out.
The first step in conducting a valuable survey is to figure out WHY? You need to know what it is you hope to learn. Remember to stay open minded and not prejudge the results. Once you know why, you can figure out what to ask and who will participate. Knowing why will also help you to decide when to conduct your survey and how to carry it out.
Here are some examples of reasons you might want to put the effort into conducting a survey:
- testing the effectiveness of your marketing plan
- finding out if there is demand for a product before you launch/spend
- guaging customer satisfaction with service/product
- learning more about the lifestyle of your customer
- evaluating brand awareness
- determining the need for staff education
These are some of the more common reasons businesses survey. Your "why" will dictate who you want to ask, what you want to ask them, when you will ask them and how you will reach them. Some surveys are conducted at point of sale, some are done on-line, some are done over the telephone. You need to know your why.
No question about it, well thought out surveys remain a very effectvie tool for readjusting the sails and keeping a business on the course to success.
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