Market Research Surveys

If your survey is associated with an company, sponsor or institution, branding should be incorporated to make respondents aware of those affiliations. However, if you’re performing market research for your own organization, branding is essential.

KwikSurveys’ theme editor allows you to customize our prebuilt themes to align with your own branding. This includes the layout of text, image and videos and the ability to change colors and fonts. You’re also able to customize report colors.

Thank you pages can also be customized to deliver branded messaging to respondents who complete your survey. Alternatively, you can redirect them to a landing page for a promotion or offer on completion.

Personalization is as important to surveys as it is to any other form of content. A personalized subject line for an email campaign will appeal to a contact as the content appears to be custom-made. If this same campaign was sent with a generic subject line, the open rate would be much lower. I.e. People don’t like being marketed at but they don’t mind being marketed to.

So, how does this apply to surveys. Firstly, they should only contain questions relevant to the respondents answering them. This can be achieved using Page Logic, to filter respondents to sets of survey questions relevant to them based on their previous answer choices. This feature can also be used to qualify or disqualify respondents based on criteria, e.g. demographics or geography.

Secondly, you should use Text Piping (advanced question logic) to personalise question and answer text. For example, you could pipe a respondents answer choice for question 1 into the text of question 2:

Question 1: Which of these is your favourite brand of soda?

A: Coca-Cola | B: Pepsi | C: Dr Pepper | D: Sprite

Question 2: Why did you choose Coca-Cola?

Finally, you can take advantage of our Hidden Fields feature. This allows you to pass custom variables (such as customer names and email addresses) into reports to provide you with external information on a respondent. E.g. If you’re asking a customer for feedback on a recent purchase, you could use Hidden Fields to include their purchase information.

Split testing allows you to make more data informed decisions. Test sections of text, images and videos to identify which content performs best with your target audience.

For example:

• Use the A/B testing (text) to determine which new brand slogan is more popular with respondents. 
• Measure the effectiveness of an advertising campaign with A/B testing (video).
• Employ A/B testing (image) to test new logo or product concepts with customer segments.

Remove all KwikSurveys branding from your surveys, forms and quizzes. This feature is only available with the Business Plan.

It’s essential for online surveys to be optimized for mobile devices, like tablets and phones. For example, you may need to set up a customer satisfaction survey on a kiosk in-store or collect live feedback at an event.

On KwikSurveys, your forms will work seamlessly across all devices, allowing your respondents to reply from anywhere.

Alternatively, you can print a paper version of your survey to distribute by hand or post. Responses can then be entered manually.

There shouldn’t be a delay between when a response is collected and when the data is available for analysis. 

With KwikSurveys, data is collected in real time and you can access the results straight away. This makes any feedback you collect immediately actionable.

For example, if you’re running a survey during an event, you’re able to address any concerns or complaints as they arise.

Segmentation is likely the most important marketing tool as it enables you to target your marketing efforts at a specific customer group and increase conversion rates.

Use our filtering tool to segment your results into separate reports based on demographics or product preferences. This will give you deeper insight into trends and patterns in your data or can be used to build buyer personas.

Tip: If you’re going to ask demographic questions, save them for the end of the survey. Asking for personal information at the start of your survey will lead to a lower response rate. Take a look at our other tips for survey design.

For market surveys to have the greatest impact, they should be run repeatedly. We don’t mean you have to run a survey every month (as this would likely cause survey fatigue), but you’ll need to bench mark your progress to identify which changes were the most successful.

For example, you may run a brand awareness survey and conclude that you need to invest more in PPC and online advertising to increase exposure. Make those changes and then run the same survey after an allotted period of time, regardless of whether or not you see an improvement. This is because it’s not just the change (positive or negative) that’s important, it’s learning why a change has occurred.

On KwikSurveys you can run the same survey multiple times and use the comparison tool to compare the results of one run against another. The more times you run the survey, the more informed your decisions will be and the less risk there will be in making them.

Tip: If you do plan on bench marking, make sure your sample size and target audience doesn’t vary too wildly. You have to expect some changes to the contact list from the first run of your survey, but if the list is completely different your comparisons won’t have as much significance.

Gone are the days where you have to extract all your survey data and put together a report in external software. KwikSurveys collates all your results into a professional report, which can be shared online or exported as a PDF or spreadsheet. You’ll also have access to the individual responses from respondents.

Create multiple reports based on comparisons or segments and customize report themes with images, videos and text. These reports can then be made ‘public’ (access is shared with a URL link) and shared with the appropriate department or stakeholder.