Market research firms are increasingly turning to smart surveys as part of the worldwide drive toward digital transformation.
Because the old-fashioned way of gathering data is so slow and inefficient, it makes sense. Even more importantly, a well-executed digital survey is more effective and faster than traditional techniques at capturing responses.
In today’s market research, speed to insight is everything, thus having this data gathering tool in your toolbox is essential if you want to capture relevant insights. Despite the fact that surveys were the first form of market research, they still have a place in today’s approach for extracting customer journey insights.
Goals remain the same, but strategies have evolved.
For example, a standard mail-in survey is a risk. When a consumer receives a survey, whether they’re in the mood to fill it out, and if the response choices coincide with their opinions, they’re more likely to respond. In the event that any of these items are missing, you will not receive any compensation, and you will be wasting your money.
- Consumers are becoming more aware of scams and unscrupulous intentions on the internet.
- Consumers will feel exploited if surveys are poorly planned or incentivized in a way that gives the impression of a bait and switch.
- Brands need to keep this in mind when designing their smart surveys for consumers because it’s a sad truth.
However, the returns will be well worth the work once you create and deploy smart surveys that capture honest feedback at an appropriate time in the client experience.
And they won’t feel like they’re being bullied. Incentives can help you get people to participate in your survey since they feel like they’re getting something in return for their time.
With the use of smart surveys, you may gain a deeper understanding of your brand’s customers and the market. Personal surveys in-app or pre/post-checkout can help humanize the customer experience when they are most emotionally invested in your business thanks to the widespread adoption of AI, chatbots, and personalization.
Emotion-based surveys employing facial recognition cues in focus groups or unintrusive input obtained from curated communities related to your CX strategy are examples of forward-thinking smart surveys.
Smart surveys are currently riding a wave of goodwill, so it makes sense to outmaneuver your competitors in this area.
Regardless of how you plan to conduct a smart survey, market research will help you identify the most effective methods for reaching your target population and maximizing response rates.