We have recently mentioned how market research is important for anyone wishing to run a business. More than simply confirming what you already know, the purpose is rather to lend credibility to your project and broaden your horizons in order to facilitate access to many funding opportunities. It is also the best way to get to know your target audience. Finally, and this is often forgotten, market research gives you the opportunity to start building a relationship with your future potential clients. This is a golden opportunity to make a good first impression.
Here are some tips that should not be overlooked:
1) Define your objectives first
Before creating your questionnaire, you have to formulate a number of hypotheses and imagine the analysis you'd like to see afterwards—as mentioned here.
Do you wish to segment your responses according to the type of market target customer? Think about your questions and branching configurations carefully in order to collect all the data that you consider important. Keep in mind that the format of variables must make crossing data for analysis possible (via the cross tabulations option).
2) Be concise
Your survey should take no more than 7 minutes to complete. You should limit yourself to less than 20 questions (if your questionnaire only contains yes/no answers, you can go up to 30 questions). Keep in mind that the respondent’s experience should be quick and easy whilst maintaining a good reputation for your company’s image.
3) Make the experience fun
Eval&GO offers you a large selection of questions: checkbox questions, moving cursor questions, image selection, etc.) Take advantage of these possibilities while collecting your data and connecting it to your objectives.
4) Make yourself professional
Through our design module, you can customize your questionnaire to reflect the image of your company (or future company) and insert all the visuals you want. Create and develop your reputation. You have the ability to customize the URL of your survey, and our PRO accounts guarantee the distribution of your questionnaires without any advertising.
5) When formulating your questions, be clear, neutral and thoughtful
Again, and we cannot stress this point enough, your questions need to be simple, clear and unambiguous. No double negatives or asking two questions within the same text! Take a step back and put yourself in your respondents’ shoes. They don’t know your market as much as you. Your questionnaire should be structured like a funnel. Begin with general questions and gradually refine your questions to glean more specific details.
Remember that your goal is to collect the “true”, unbiased, results of the questionnaire and to make sure that nothing is conditioning the responses to inflate answers in your favor! Beware of the halo effect that can contaminate the responses (e.g., you want to know if your target is satisfied with his material comfort—avoid asking this question after asking him to give his views on the standard of living in a poor country just before hand. In this example, you can expect most of your respondents to be satisfied with their material comfort).
Finally, if you are considering a comparative analysis, consider using the same scale for the variables that will be compared throughout your questionnaire.
6) Propose an incentive
Take advantage of the end of questionnaire options, which will allow you to transfer your respondent to a closing page or another web page. Here you can offer your respondents a promotional code for a discount or some other incentive. Be sure to mention the existence of this gift or code at the beginning of the questionnaire to increase incentive. In addition to increasing the number of respondents, you will also boost your business. Be sure not to use any language that would mislead your respondents!