Survey Says . . .
Market research on the cheap is just a click away.
Q: How can I use market research to
make decisions on new and current products, promotions and product
positioning?
A: It makes sense to check in with
your market to see how you can better meet people's needs. But
how do you do that, short of hiring a pricey market research
firm?
Technology provides cost-effective ways to survey prospects and
clients, helping us make smarter decisions about how to invest
marketing dollars and direct development initiatives. An online
survey will give you a sense of your market's needs, wants and
preferences by letting you measure interest in your product,
whether you're on target with price, the benefits people hope
to derive from your product or service, and their motivations for
purchasing.
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For $50 a month, MarketTools offers Zoomerang zPro, an
easy-to-use online survey program that lets you ask questions of
your prospects and customers that will yield useful information.
Here are tips for using online surveys:
- Draw from your existing list of clients and prospects to reach
the right market.
- Ask no more than 20 questions, though 10 is preferable.
- Ask multiple-choice questions, but throw in some fill-in
queries. People are busy and less likely to respond to essay
questions, but a combination of multiple-choice and fill-in
questions will net you more robust feedback
- .
is president of ImpressionImpact.com, a marketing consulting
company.