The Blog

How to Frame Marketing Surveys to Stay Ahead of Your Competitors

To make a clear and decisive voice in the crowded space, marketers must align themselves with latest trends in the market.
This post was published on the now-closed HuffPost Contributor platform. Contributors control their own work and posted freely to our site. If you need to flag this entry as abusive, send us an email.


To make a clear and decisive voice in the crowded space, marketers must align themselves with latest trends in the market. They must connect with their target audience for getting a clear picture of their current standing in the marketplace.

The question arises:

How to collect information from the target audience?

Marketing Surveys is the solution.

Marketing surveys help businesses grow their empire by saving time, effort and money. They assist in understanding the mood of the target audience. The surveys must be carefully designed for getting valuable data from the consumers.

They come handy when someone enters in the market, promotes the brand new product, creates brand awareness, gathers information regarding packaging, customers satisfaction scores, pricing, and other similar relevant information.

They have the potential to establish a buzz about your presence in the market. As a marketer, you have an excellent chance to become the resource of useful information in the industry.

The formulator must know how to phrase the questions. Otherwise, it will be a complete waste of time. It takes patience and art to evolve this art.

From starting to end, there must be a substantial reason for asking any particular question. A well-designed survey helps in increasing leads, sales and retention ratio.

If you are struggling with the survey framework, these five best practices will help you in creating your next marketing survey.

Define the Purpose for Your Survey

This is the first important point for running a successful marketing project. If you want to survey the existing customers, get the information about the following things:

  • After sales experience
  • Queries regarding customer support handling, delivery issues
  • Suggestions for improvement of product in near future

For surveying the potential customers, ask them about their familiarity with the brand. It will help businesses to analyze their position in the market.

Learn from the ideal customers about the utility of your product. Once you have defined your goals, do a qualitative research study to understand the target audience in detail.

Get the Approval from the Team Members

After you, who knows your company better?


They can quickly determine the current mood of the market. If you want to know how to plan a survey, ask your team members. They must not feel left out after seeing the reports.

As survey statistics determines the growth of your company, employees must be an internal part of drafting phase. Initially, come up with some rough set of questions.

Then, circulate these questions to all staff members and ask them to include new questions from their end. After gathering all the inputs, pick out the relevant questions.

Keep the whole format simple

People must write all the answers in a relaxed state of mind. They are doing a favor by taking out their precious time for the feedback.

Don't plan complex questions. Participants must get the motto behind a question at the first go. Make use of simple, straightforward language for your questions.

In case of a large set of questions, break them into different categories. Start with the interesting questions. Create a subtle blend of customer-centered and self-centered questions.

Focus on the Important Issues

Don't ask too many questions. The survey must be completed under 5 minutes. By asking more questions, you will not get the desired answers. As a result, there is a sharp drop-off in the response rate.

What's the use of a survey when one gets very low completion rate, isn't?

It is better to focus on the important points by trimming down all the irrelevant questions. Avoid asking hypothetical questions.

You will get answers in plain 'yes' or 'no' only. Don't stuff nice questions for the fear of getting negative feedback. Surveys highlight your overall performance.

Analyze the Data Before Sharing the Results

What will you do after getting the response?

If you publicize the stats without going through the whole report, you are taking a wrong step.

  • Why did the results go bizarre?
  • What made the survey so successful?

These two questions will lay the strong foundation for your next marketing survey. Highlight all the salient points from the survey.

Present the data in the form of pie charts, bar graphs and infographics. Apart from all the facts and figures, focus on the visual presentation also.

Before You Go

Popular in the Community