Professional surveys: how are they done?

Market research is a powerful tool that can provide you with important information about not only your loyal but also your potential customers. It makes it very easy to find out what they need and what to provide them with. However, in order for the survey to be successful and the data from it relevant, you need to know how to prepare it properly and then send it out. So what to think about when creating it?

It all depends on the type of survey

Public opinion poll is not just one. There are various types available today, which differ from each other both in the way they are created and the way they are disseminated. Some are sent out in emails or via social networks, others are telephone or face-to-face.

When choosing a survey, it is good to know the different types and what their advantages and disadvantages are. This is the only way to find out which one is the best for you and will help you achieve your goals.

As a rule, surveys conducted over the phone are the most successful. This is because the respondent communicates directly with the call centre employee who asks the question. The impersonal feeling that might occur with electronic questionnaires sent out in emails is thus lost.

Don’t know what survey would be ideal for you? Below are three of the most popular and effective types that will provide you with relevant information and help you increase sales of your products or services.

Telephone market research

This is a basic type of survey that is very popular. Its plus point is that, unlike the latest methods, it is time-tested. In fact, companies have been using it for decades.

Creating telephone survey consists of several steps, which include:

• defining the aim and purpose of the survey,
• preparation of topics,
• preparation of questions for respondents,
• Questionnaire programming,
• interviewer training,
• data collection from trained interviewers,
• evaluation of the survey and processing of the data into graphical form,
• interpretation of results,
• taking action.

Net Promoter Score

Procedure of creation Net Promoter Score (NPS) is the same as the telephone survey, except that the NPS focuses on customer satisfaction and business growth forecasting. It is also key for customer experience management purposes and is characterized by measuring three groups of respondents:

• Promoters,
• passive,
• Critics.

NPS is a popular method used by companies mainly to gauge the overall perception of the services they provide and the products they sell. It is a handy growth indicator that lets you know how you are doing.

Quality Calls

Quality Calls is an extended version of the Net Promoter Score. This means that the preparation of this type of survey is the same as the creation of the NPS, with the difference that in addition to the basic questions about brand recommendation , additional information is also collected.

Another characteristic feature of the Quality Calls method is that it is done continuously. It allows to compare and measure trends in customer behaviour and perception, services and products, etc.

It is important to use the information from surveys correctly

Your work does not end with the presentation of the survey results. On the contrary. If you want the data to help you sell your products and services, you’ll need to put it into practice.

For example, the following can help you in this regard customer serviceto support potential and existing customers. Another option is telemarketingwhere staff will use the information gathered to select the appropriate sales technique for your product range.Whichever alternative you choose, it is crucial that you don’t forget to have expert staff on hand. He or she will know how to communicate properly with customers and how to use the data from surveys. If you don’t have your own staff, contact a call centre that can take care of everything for you.