The Big 6: Who, What, Where, Why, When, and How Questions in Using Surveys in Your Business.
Everybody is talking about using surveys to gauge customer interaction or satisfaction or employee morale. But before you start, it is important to consider a few relevant aspects to make the most of your company’s surveys.
The following ideas will help you take advantage of surveys to manage and improve your business.
We’re going to explain to you the six general aspects about surveys with the “W” questions…and one “H” question. You must remember these ideas next time you use surveys in your business.
Organizations need valid and current information to make better decisions. These decisions are better when you have first-hand information to support them. There is a simple way to get the information you need from your customers–by using surveys.
Surveys are an effective tool to get the information most important when making business decisions. They are cost-effective, flexible, and cross-functional.
WHO WILL MAKE THE SURVEY AND WHO WILL TAKE IT?
The person responsible for creating the survey must be part of the company or have a close relationship with the core team. This person must also be involved in the decision-making process in order to define the objectives of the surveys.
Furthermore, it is important to define the target for your survey. You need to identify the type of people you need to get information from. Those people can be your customers, employees, providers, or any other stakeholder.
You can create different surveys for each of them, but it’s not recommendable to create one survey for multiple targets. The more targeted you make your survey, the better information you will receive.
WHAT SHOULD WE ASK IN A SURVEY?
You should focus only on the information you want to get–don’t make unnecessary questions. On average, 10 to 15 questions per survey are enough. If you ask too many questions, your survey will be large and tedious, and your audience will lose interest in answering it.
Quick tip: Ask yourself, what information do I really need to know about my target? Create a list of 10 points and choose 3 o 4.
We recommend designing your survey with a clear structure. You must have a logical sequence between each question to help the respondent move through the questions and answer your survey.
Also, it’s important to use as simple language as possible with your audience.
WHEN SHOULD WE DO A SURVEY?
Surveys are a good way of getting information concerning a specific strategy or project in your company anytime during the process.
We have the idea that every company should adopt a data-driven culture. Having enough information to make better decisions is a must-have for managers. If your work involves the use of information from your customers, surveys are an effective channel to get it in as easy a way as possible.
Using surveys all the time will help you ensure enough information to support your strategies. If your target audience is your customers, you should continually make surveys. If your target is your employees or providers, doing a monthly survey can help you discover great ideas.
WHICH ARE THE BENEFITS?
Besides the fact that online surveys are the most cost-effective solution, there are other great benefits:
- Updated information from your customers
- Status about different business processes (such as customer feedback, product satisfaction, and more)
- Measure and compare historical data for deeper analysis
- Great ideas from your customers or employees
WHERE WILL WE SHARE THE SURVEYS?
A while back, people answered surveys on paper. This process was awfully tedious for them. Now, technology makes this task easier–you just need a tool that will allow you to share your survey through different channels.
The best strategy to deliver your survey to a target audience is finding where they are. To do this, search for and choose the channels they use when considering to buy your type of product or service.
For example, if your customers use social media like Twitter or Facebook, these are perfect ways to share your survey. Other techniques include sending your survey by email or using a mobile device to share it one-by-one.
HOW CAN WE START?
It’s easy–just follow these steps:
- Start defining the goal of your survey. Be clear about the information you need to know.
- Define your target audience.
- Create a draft of your survey and test it with a few people.
- Build an appropriate structure and add a context.
Select a good tool to create your survey. There is a range of different tools to do this, but try to find one that allows you to do it simply and attractively.
- Distribute your survey. Share it through appropriate channels.
- Analyze the results. If you are using an online survey platform, you will have different analytic tools.
- Disseminate your results, and define your next survey project.
These steps and tips will help you to create better surveys. Don’t forget that these are general aspects of the process of creating a survey. Also, remember choosing the right survey platform will help you with better results. An attractive, dynamic survey design will give you higher response rates.