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Foreword by Carl Mikael Bergman
At Opticom we stress the importance of listening to market feedback. But listening, of course, is only one part of the equation. If you are not hearing what you need to know, perhaps you’re not asking the right questions.
A badly designed survey or market research study is simply a waste of time and money. It’s not a case of ‘one-size-fits-all’. Different target groups often require different messages, and that goes for both surveys and communication campaigns.
Tempting though it is to save costs when the pressure is on, it can be a false economy if done badly. A well-constructed survey is the difference between box ticking and value generation.
Surveys can be more time consuming than you think, drawing personnel away from their ‘day jobs’.
A third party frees up your team to focus on what they should be doing, but also ensures the survey asks the right questions to the audience. They need to be relevant, consistent and result in measurable, meaningful answers.
In our experience, external surveys ensure a non-biased approach and eliminate the risk of any personal agenda. If left to the sales team to organise, there is a good chance that at least one or two questions might creep in that needn’t or shouldn’t be there. Respondents tend to be more candid, both in praise and criticism, if they can talk freely to a third party with whom they have no personal connection.
Our years of experience in this area means we have the tools to ensure we turn data into knowledge. We provide clients with the answers they need by asking the questions that generate meaningful results. We collate, benchmark and interpret the data, turning information into a format that can be processed easily and acted upon strategically.
But don’t just take our word for it. Read what SHL had to say about their latest project with us here.
And if you do decide to conduct your own research, we hope David Weller’s Top Tips for designing a successful survey will give you plenty of food for thought before you start.
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SHL: Long lasting Market Research benefits - A Story of Success
“Our customer base is very happy with what we're doing and a lot of that is because we continue to anticipate and meet our customers’ needs and expectations. This understanding comes through our constant open dialogue with our customers and specific projects such as the Voice of Customer survey, performed in 2017”
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Opticom’s top 10 tips for an effective customer survey
It can be easy to think market research is best done in house, especially during times of budget constraint. Why pay an external party to do something you can just as easily do yourself? Perhaps because not all surveys are equal…
Opticom’s Project Manager, David Weller, explains that conducting an effective survey is not quite as simple as it may at first appear.
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Food for thought: Form and format
Quantity or quality? Is it better to talk in depth to a select few or to distribute an online survey as many as possible? Who is the target group? How many respondents are needed to produce meaningful results? What’s the best way to contact them? Does it make that much difference if you interview respondents in their own language?
There are many questions to consider when it comes to the format and form of a survey, and they should align with the needs and goals of a client.
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| Services |
Our mission is to help our clients make better business decisions by transforming data and knowledge into strategic advice and concrete action plans.
We offer a unique portfolio of consulting services with different scope and content but all focusing on creating value:
- Patient Journey Studies
- Brand Tracking
- Future Lab
- Market Mapping
- Key Stakeholder Study
- Focus Groups
- Intercept interviews
- Concept Testing
- Workshops
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