How to receive important customer information
Maybe you’ve asked yourself the following questions before too. Should I conduct my large-scale survey on paper? Is it enough to merely track and take notice of my customers’ preferences? Or is a short & sweet customer survey exactly what I need?
For those of you who just aren’t sure which method is right for you – this article should help push you in the right direction. To start, I’d like to compare two different possibilities to each other. There are complex market research studies and there are quick, down to the point customer surveys. Methodically speaking, both of these methods are a lot alike. Both ways bring up the question of how to conduct the survey – either online, on paper, or in interviews. No matter which way you choose, there are inadmissible differences between the two.
Market Research Studies vs. Customer Surveys: What’s the Big Difference?
Market research studies require a systematic collection, evaluation, and interpretation of market data. Usually, these complex surveys are given to a selected group of participants (consisting of a panel and of random selections) to fill out. The data collection procedure for market research is standardized, meaning that it must be done according to strict guidelines and must always be executed in the same exact way. Therefore, results are usually reproducible. To put it simply: it’s all about the data.
As opposed to market research, a customer survey offers more than “just” feedback – it allows you to communicate with your customers. The aim of dialogues that occur due to feedback is to gain information that will lead to the optimization of the company’s (receiver of feedback) self awareness. Customer surveys are usually less extensive than market research, which allows participants to be themselves and avoid having to submit complicated responses. To make the submission of feedback easier for participants, allow them to submit via multiple channels, such as: stationary devices, survey URL, survey QR code, or a combination of both.
Feedback is an excellent optimization tool that can be used to improve understanding on both sides (company and customer) and to avoid misunderstandings. The results gathered through the surveying process can be used to gain helpful insight into the quality of services/products. Therefore, feedback isn’t only mere data, it also gives you a reason to start a conversation with customers.
Which method is right for me?
To assist them in conducting complex market research studies, companies should definitely ask for support from established market research institutes. You can discern the bad from the good by looking for an ESOMAR (European Society for Opinion and Market Research) membership, or a TÜV certification, for example. Institutes with longstanding experience with the survey creation process and with existing panels can effectively conduct surveys over a longer period of time.
If you’re just looking for simple customer feedback, you’re better off creating a smaller, more direct survey. These types of surveys are less expensive and less extensive. You can easily create and host customer surveys on feedback tools, like Feedbackstr. You can also use Feedbackstr to share your survey with valued customers. The collected data is automatically evaluated and presented to you in a Dashboard. The evaluation depicts customer opinions in graphical form.
You’ll receive a daily overview of all the feedback you collected within those 24 hours – no exceptions. To make it even better, the user-friendly system replaces the need for employee training on data analysis techniques. You save time and money in more ways than one!
author: Denise Winkler
// to share in social media //
Market Research Studies vs. Customer Surveys. Which is the right one for me?