Survey Says: The Importance of Survey Data in Marketing

By Becky Wu, Ph.D. Senior Executive Vice President, writer
Jul 06, 2016
Image Credit: NanoStockk / Getty Images

There’s nothing more important than the opinion of the masses when it comes to marketing. After all, without the approval and buy-in of the public, it would be hard to get any product or concept off the ground.

But when it comes to getting these opinions, companies are becoming spoiled with choices  do you go with the latest tech to help you check digital analytics?

Do you set up a complicated system to check for behavioral data? Or do you go with the familiar stalwart of any research company: surveys?

It may not be seen in print as much anymore, but survey data is alive and well online and can make a huge difference in the success of a brand.

Although some may consider surveys tedious and too difficult to parse data from, they contain a wealth of knowledge that can help create a winning product.

Survey data is not only accessible but can be invaluable in informing a solid marketing strategy.

Related Article: Entrepreneurs Love These 13 Tools for Conducting Market Research

Why Surveys Still Matter

In this high-tech era of analytics, the idea of a customer survey sounds almost quaint. Even with all the technology available that allows marketing and research companies to find out exactly what consumers want, sometimes it’s still best to go straight to the source and ask them yourself. If you’re looking for stronger insights, you can append survey data with behavioral data for a good overall view on how your customers think (their opinions or suggestions) versus how they act (what they tend to click on, or buy online).

It’s not just small companies that are using survey data to enhance their offerings, either plenty of large-scale organizations frequently gather feedback via surveys, in order to fine-tune their products. An article at SurveyPolice names tech companies like Apple, Verizon, and Nest that uses market research and surveys to find out what their customer base wants. And it doesn’t just stop at the tech industry toymaker LEGO and fast-food giant McDonald’s are also included as top organizations that use survey data to grow.

How Survey Data Helps Inform Strategy

Many people think of surveys as being something you launch after the fact; that is, a survey comes after a product has been released, or a campaign has been completed. However, survey data can also be helpful when it comes to putting together a marketing strategy.

One of the most important first steps to any product launch or campaign is demographic research, and a survey makes it quick and easy to figure out who your target market should be. Instead of putting out a strategy or campaign that’s wildly swinging for the trees, you can refine and target a campaign based on demographics, location, gender, and more all of which can be found through simple survey data.

Related Article: 20 Social & Digital Trends That Will Impact Marketing in 2016

Surveys are also incredibly useful when it comes to testing a concept for a new product. Imagine that you have an idea for a product that hasn’t gone to market yet, but you’re worried about making the leap without first knowing if it will be well-received by the public. This is a perfect time to send out surveys and collect data; which can help you to identify issues that went unnoticed, and make sure you are targeting your brand correctly.

Finally, as mentioned earlier, surveys should also be a part of your campaign as a final touch they’re a great way to gather feedback from consumers and analyze what went right or wrong. This knowledge can then be carried over into following campaigns, or used to strengthen product offerings in the future. You can create a well-rounded picture by gathering data from a huge range of consumers. Plus, as an added bonus, loyal customers will be able to feel as though they’re participating in the growth of the brand and that their voices are heard.

Survey Says, Yes

Even with some of the more in-depth analytics tactics out there, a simple survey is sometimes the best way to get a clear snapshot of what consumers and potential customers are looking for.

Surveys can be used at any stage of a marketing campaign: in the preliminary stages to help shape the strategy; during a campaign’s run to see how the public feels about it; and in the post-launch stage to gather feedback. Whether you’re using them for an existing product or a brand new concept, don’t sleep on the idea of surveys their data can be invaluable to a product or brand’s lifespan.

Related Article: A Look Inside: What Will Be the Big Online Marketing Trends for 2016?

Does survey data have a strong place in your strategy and research efforts? Why or why not?

Becky Wu, Ph.D. Senior Executive Vice President
Becky Wu, Ph.D. Senior Executive Vice President
Becky joined Luth Research in 2001 and brings unique perspectives in a wide array of research practices, particularly in the areas of digital tracking for advertising effectiveness, new product development, media measurement, and branding and marketing strategies. Becky has worked with companies including LG Mobile Communication, Cox Communications, Comcast Cable Communications, Cricket Communications, HSBC, Disney Digital Publishing, and ProFlowers.
Like the article? Sign up for more great content.Join our communityAlready a member? Sign in.