![\"Expert](\"https:\/\/www.proprofssurvey.com\/blog\/wp-content\/uploads\/2019\/02\/expert-round-1.png\")
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Let\u2019s assume you\u2019ve got the perfect product; you\u2019ve thought about a well-funded marketing campaign. However, your campaign proves to be unsuccessful after the launch, because it doesn\u2019t resonate with your target audience. It\u2019s a pretty scary thought, isn\u2019t it?<\/span><\/p>\n To avoid scenarios like these, companies spend a fortune conducting market research and focus groups<\/a>. Like many other things, the internet has helped shorten this process too. Conducting widespread research is no longer a time-consuming activity, companies have started adopting survey software<\/a> to help conduct this research. <\/span><\/p>\n We asked various customer experience experts how survey results<\/a> have helped shape their marketing campaigns. Here\u2019s what they had to say: \u00a0<\/span><\/p>\n Embedded AB Ad Testing in Facebook gives us an idea which ad will provide the best ROI for our target audience but it doesn’t get to the consumer’s “Why”. Modern survey software humanizes the consumer by creating a conversation with consumers at scale.<\/p>\n Embedded A\/B Ad Testing in Facebook gives us an idea which ad will provide the best ROI for our target audience but it doesn’t get to the consumer’s “Why”Tweet this<\/span><\/p>\n<\/div>\n <\/p>\n Through surveys, you can find out the actual words that sales professionals use (e.g. “I need more closes”). You can update your marketing with the insight you gained through the survey. The result? You are more likely to connect with your target market.<\/p>\n Through surveys, you can find out the actual words that sales professionals use. The result? You are more likely to connect with your target market.Tweet this<\/span><\/p>\n<\/div>\n <\/p>\n The key issue: how best to structure the research questions to identify those features. Conjoint analysis provides the richest information, but it requires some expertise. Lacking that I lean toward fixed-sum questions or deriving importance through correlation analysis.<\/p>\n Again, the design of the survey instrument is critical to providing good information.<\/p>\n Survey research, when done properly, can identify the salient features of a product that drive purchase decisionsTweet this<\/span><\/p>\n<\/div>\n <\/p>\n But in order to get great outcomes, you have to start with proper inputs and outputs – such as when to take a survey, which surveys to take, how to design the survey, how to identify insights, how to close the loop with the customer and the like. Doing so will create stronger marketing campaigns that resonate with buyers\/customers that will create outcomes that companies want.<\/p>\n In order to get great outcomes from your survey, you have to start with proper inputs and outputs.Tweet this<\/span><\/p>\n<\/div>\n <\/p>\n For example, let\u2019s say a retail store ABC wants to find out what their best selling item is. They decide to gather data through survey software. Once obtained, understanding the data would help them answer this question and even more! The store may realize that what they thought was their most popular item really isn\u2019t, and depending on what the goal is, might change their strategy to focus on the one that is.<\/p>\n The data can provide additional insights such as what audiences they resonate the most with, what they care about, what they don\u2019t care about, etc. Using this information, they can capture a story and create content that will hopefully connect with their audience on a personal level, because it would be something they can relate to.<\/p>\n Survey software gathers data. Data is the silent, yet very important, component of a marketing campaign.Tweet this<\/span><\/p>\n<\/div>\n <\/p>\n Lead with questions to very specific aspects of your solution that you want to either enhance or position in a more appealing way. Find out what psychological drivers are influencing buyers to choose you over your competition.<\/p>\n You’ve got to be smart about your questions and also know a little about who you’ll be surveying. Nobody wants to take a survey with generic questions.Tweet this<\/span><\/p>\n<\/div>\n <\/p>\n In Conclusion<\/b><\/p>\n As mentioned by the experts, great outcomes are a result of great inputs and insights. When you create a survey<\/a> you open a channel of communication which is the key to getting those valuable insights is. Harness the tools available to you to identify key selling points of products and craft campaigns tailored to the needs of your audience. Tell a story, build a relationship and connect with your customers on an emotional level. <\/span><\/p>\n If you haven\u2019t already started collecting feedback<\/a> from your customers, its high time to start now. <\/span><\/p>\n
\nJamin Brazil<\/a><\/b>President, PureSpectrum<\/div>\n![\"jamin-brazil\"](\"https:\/\/www.proprofssurvey.com\/blog\/wp-content\/uploads\/2019\/02\/Jamin-Brazil.jpg\")
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\nBruce Harpham<\/a><\/b>B2B SaaS Content Marketing Consultant<\/div>\n<\/div>\n![\"Bruce](\"https:\/\/www.proprofssurvey.com\/blog\/wp-content\/uploads\/2019\/02\/Bruce-Harpham.jpg\")
\nSurveys are powerful in marketing because they can give you free form responses. Specifically, you can find out how customers describe problems in their daily work. That can directly improve your marketing copy. For example, you are marketing a sales automation software tool.<\/p>\n\n
\nFred van Bennekom<\/a><\/b>Founder, Great Brook<\/div>\n<\/div>\n![\"Fred](\"https:\/\/www.proprofssurvey.com\/blog\/wp-content\/uploads\/2019\/02\/Fred-van-Bennekom.jpg\")
\nSurvey research done properly \u2014 valid and reliable \u2014 can identify the salient features of a product that drive purchase decisions. Such information should enlighten product mapping but also the marketing of the product.<\/p>\n\n
\nSue Duris<\/a><\/b>Director of Marketing and Customer Experience, M4 Communications, Inc.<\/div>\n<\/div>\n![\"Sue](\"https:\/\/www.proprofssurvey.com\/blog\/wp-content\/uploads\/2019\/02\/Sue-Duris.jpg\")
\nIf done right – designing a survey, delivering it to audience, and gathering insights from data – yields numerous information nuggets for marketing campaigns, such as preferences on frequency, how to be communicated, what customers’ pains, motivators and likes\/dislikes, what they want\/need\/expect, and their desired business outcomes.<\/p>\n\n
\nMaria Torres<\/a><\/b>Research Assistant at Consumer Insights<\/div>\n<\/div>\n![\"Maria](\"https:\/\/www.proprofssurvey.com\/blog\/wp-content\/uploads\/2019\/02\/Maria-Torres.jpg\")
\nSurvey software gathers data. Data is the silent, yet very important, component of a marketing campaign. When data is analyzed and interpreted, it gives us a better understanding as to what an audience wants, likes, needs, desires, etc. It helps form the story a marketing campaign wants to tell by providing the necessary information for content that when created, is geared towards the desired audience.<\/p>\n\n
\nNoah Landsberg<\/a><\/b>Writer & Founder, Blogplus.co<\/div>\n<\/div>\n![\"Noah](\"https:\/\/www.proprofssurvey.com\/blog\/wp-content\/uploads\/2019\/02\/Noah-Landsberg.jpg\")
\nSurveys are an opportunity to figure out what your buyers are thinking about your brand, solutions, and industry right now. But you’ve got to be smart about the questions you use and also know a little about who you’ll be surveying. Nobody wants to take a survey with generic questions.<\/p>\n\n