Recently we were lucky enough to be a sponsor of an amazing event: Presents New Year’s Jazzin’ Eve with .
The event was great.
A classy, jazz-centric, Rockin’ New Year’s Eve-inpsired event put on by an amazing venue and an awesome jazz nonprofit.
Part of the marketing strategy for the event included the collection of information from the attendees.
In other words, market research.
Market research is a valuable tool for the any industry.
With market research compiled from information obtained from surveys, business owners get insight into their target market’s buying habits, lifestyle and feedback on products and services.
Designing an effective survey is essential to facilitating the collection of this information. Consider using online software to conduct surveys that you can promote via receipts, emails, social media or landing pages from print advertising.
Here are a few steps to designing a market research survey:
Step 1: Determine the objectives of your survey. Before you write the survey content and create the final product, identify what you hope to accomplish from the survey. This information will help you determine what questions to ask. Consider if the purpose of this survey is to obtain information on consumer habits or satisfactions, for example.
Step 2: Write your survey questions based on your objectives. Ask specific, direct questions designed to give you the insight you need based on your survey goals. Keep your questions as short as possible because patrons might complete the survey on a mobile device.
Step 3: Input your questions into a survey collection system such as or . Use a versatile surveying program to design your survey. Use a survey system that integrates with social media sites, is compatible with mobile devices and is easy to navigate.
Step 4: Add details to your receipts, posters and other literature on how customers can complete the survey. Promote you survey on social media. If you survey is specific to an event or product, only allow people who have experience with the event or product to complete the survey.
Optimize your survey for mobile devices and encourage people to complete the survey right after their experience with your company. Encourage people to sign up for your email list or to receive email receipts, so you can follow up with them via email after their experience to remind them to complete the survey.
Additional resource on doing market research: