Wednesday, January 27, 2016

Generate new leads with asking the right survey questions and reading one's mind

I don’t want any new leads - said no one ever. Getting new leads is like being shown where the gold mines are. We’re all after it. We’ve previously talked about surveys being an extremely powerful lead generation and qualification tool and this article will serve you as a shovel to dig that gold you’re after. We will share with you a template that you can use to create an own lead generation survey which will make your customer think that you’re a mind reader.

They are PEOPLE - not respondents

In the research space, there has been a nasty habit that has caught on, calling people who take surveys - respondents. While it is an accurate term and serves well for shortly naming the people who respond to survey questions, but using a word “Respondent” objectifies the people, making them sound like data points. We’re often asking them personal preferences and attitudes, hence calling them respondents seems a little too impersonal.  Moreover, it actually places you in a context of collecting data points, instead of preferences and personal insights, which is what we are looking for.

In these types of surveys, our main goal is to get to the bottom of what matters to our customers the most. We are curious about what keeps them up at night, what makes them restless and what is that they desire most. The surveys we create need to reflect that.

Demographics first

No doubt for any researcher, your survey should be introduced with demographic questions first. A wide variety to choose from - but pick those that matter the most to you. You might want to use questions that are more “temporal “in nature and might change over time, such as:

  • Gender
  • Age
  • Education
  • Income
  • Geographic Location

Select the one that matters to you the most — but only pick three!

Ask questions that let you read their mind

For the next part, your task is to brainstorm and come up with qualitative or psychographic questions that will reveal what your customer think and what triggers those thoughts and feelings.

Here are some example questions you could use. These are rather open ended and you can use them if you haven’t yet established a list of items that you already know:

- What are the biggest challenges they are facing?
- What frustrates them when using your product or service?
- What are their expectations when purchasing the product or service?
- What factors influence their buying decision?
- What are their interest, hobbies, habits?
- Do they have any particular music taste?
- What get’s them from point A to Z? What car?

Call people by their name

Whenever you can  - get the name of the people who take your survey. Make sure you get it especially if they are your customers. Consider this - if you were a restaurant owner and a customer who you know came in - you would not call them by their email address, you would surely call them by their name. While not everyone out there will give you their name, you will get some, and that information will come in handy for your marketing team.

These were just a few pointer that you can keep in mind and use in order to improve the degree to which you know and understand what matter to your customers most. Start creating your customer survey here.

Friday, January 22, 2016

Create an Infographic in Five Steps

Infographics are extremely popular as they are a great way to showcase information and data that
otherwise might be hard to chew on. Next time you want to share some information or research you’ve done - be adventurous and create a fun infographic, rather than the same-old data heavy article.

Step 1: Research the ins and out of your topic

Start with generating ideas and picking a topic that you know well. Depending on your goal - the infographic can turn out lighthearted and humorous or serious and stark. Conduct a thorough research using all available sources to you and find as many little-known facts about your chosen topic as possible.

At this point, QuestionPro tool will come in really handy. Depending on the extent of your research or breadth of your topic, you can choose to either conduct a single survey with few questions, a set of shorter but related surveys that all together will tell a story. You can also use a combination of polls, surveys, and secondary research. You have  a ton of options to gather data for your exciting infographic.

A good infographic is not simply a piece of information with an appealing design. The key to a great infographic is the insights that it reveals, tieing back to your objectives.

Step 2: Work on the concept and story you wish to tell

Is your infographic going to be a story? A factual timeline? Perhaps something in between. There are many ways how you can go about it. Usually Professional infographics are made with Adobe Illustrator but don’t worry if you’re not a graphic design genius. That is not the only way. You can use plenty of other tools that we have outlined here.

The easiest way is to start using your native QuestionPro Infographic. The QuestionPro Inforgraphics reporting feature has been featured in a story on GeekWire. That's how great it is. 
In 80% cases of your management or meeting applications, this will do. But if you’re looking to create a piece as a marketing document, start by working the concept out on a plain document or PowerPoint.

Step 3: Get creative with graphics

Once you are done with an outline, choose the graphics that would best showcase the information you are trying to communicate. Pie charts, images, own illustrations - be creative. Adding personal items will make the infographic, even more, interesting. A cool thing you can do is to use graphics as your chart. I have seen an infographic that used a guitar fretboard and neck as a timeline or umbrella as a pie chart. Think beyond what’s obvious.

Step 4: Dig deep into data for interesting factoids

To make your infographic stand out and  -  add some shocking stats or any other information that no one expected and did not have under the radar. Whenever possible, add some humor, a silly pic perhaps to jazz it up a notch.

Step 5: Share strategically with a broad community

Time to promote it! Start with your social media and blog. Then ask your peers to pass it on for you and spread the word. If you ask the right people and have a few influencers in your circle, you have a better chance at it going viral.

Remember, that not every infographic will go viral. There are multiple factors that will influence the success - such as the time of the day you post it, people who are reached and see it and ultimately it come down to how well did you do in planning it out and constructing it.

And don’t get discouraged if to doesn’t spread across all internet. Review your efforts, note down the lessons learned and get on to the next one. Eventually, you’ll be on to a winner, which will be well worth the effort because the traffic surge will be truly massive. 

Wednesday, January 20, 2016

5 tips for your survey introduction and higher response rate

You’re ready to do your research and start conducting a survey. Great! But before you start, there is a list of “Do’s” and “Don’ts” you should consider, if you want to get valuable data. After all, you are asking your customers, users or partners, to spend their time taking your survey and giving you feedback. You should bear in mind that they are doing you a favor in order for you to improve, and in mosts cases they don't get any real tangible or immediate benefit for doing so. Therefore, be a dear, and make it as easy as possible for them.

The best way to assure that users do spend the 10/20 minutes of their time taking the survey is to put together an “Intro” page introducing the survey and telling your respondents:

      1. Why are you gathering the feedback?
      2. Explaining the privacy policy and statement to them.

The main message you want to get across in your “Intro” page is:

  1. WHY are you doing this research and conducting the survey? To get better customer insights, to improve the product, perhaps?
  2. How LONG will it take to complete the survey? You are asking respondents to give up their time - it is more likely that they will commit knowing how quickly they will be done with it, right?
  3. Your PRIVACY STATEMENT - Who will be able to access the survey data? Do respondents remain anonymous? Will their privacy be protected?
  4. Are you planning on rewarding your respondents? Clearly explain any INCENTIVES that you plan on giving. We would suggest adding an image of the particular incentive - we all like to put our eyes on the prize. This will help you increase the response and participation rate. 
  5. And last but not least - be clear on WHAT TO DO NEXT. You have to guide the respondents in the easiest way possible. Explain that they need to click the “Continue” or “Submit” button in order to take the survey. Make it clear, how to avoid the survey if a respondent does not wish to take it.

When designing your survey, think about it as inviting someone to spend time with you. You have to be welcoming, warm, authentic and honest. This article can be additional help for you to create introduction for your survey and generally better survey design. Bear in mind - sloppy surveys = sloppy data + brand dilution. Not spending enough time designing a good survey will end up wasting your time, respondent time, monetary resources and generate a negative impact on your brand. Follow these rules, create a survey and start gathering valuable insights now!