Defining Your Survey Goals
Survey goals are an important factor in designing your survey, and selecting your sample size.
- What information do you want to capture?
- How often will you survey them?
- How will you reach them?
- What will you do with the information?
Here are a few examples of survey goals that you may look to achieve with your questionnaire:
If you’re a Startup, or a Business Owner you maybe be looking to develop an understanding of:
- the size of the market
- who are the key players
- what are consumers’ brand preferences
- what are the buyer personas
- is there an new problem to be solved or opportunity for a new business
- what is the market perception of your new product, service or website
If you’re a Brand Manager, or Marketing Manager, you may be looking to a survey to help you understand how consumers perceive the following:
- Brand awareness
- Brand perception or attributes
- Ad concepts
- New product concept or new product features
- Competitive research on the above
- Unmet needs
- A/B testing
- Customer satisfaction
A market researcher, at a brand, an agency or independent firm, may be looking to market research to augment their existing data, or dive deeper into
- Market opportunity
- Brand or client research
- Brand testing
- Social media or events’ impact
- Ad concepts
- Product testing
- Competitive monitoring
- Market receptiveness to a new concept
- Ongoing customer feedback on the above