Gather and Understand Customer Insights
4 Steps to Survey Success
Surveys are powerful tools that your organization can use to better understand both internal and external audiences.
But a haphazardly executed survey is worse than none at all and can actually lead you astray.
To ensure a successful survey, you must carefully plan the entire process. Let’s take a look at the four steps to survey success.
1. Plan Survey & Outreach
Define Your “Why”
- What are the big questions you need to answer?
- How will you use the findings of this survey?
Determine the Audience
- An employee survey would have an internal audience. In this case, you have more options as to how to reach respondents and more control over response rate.
- Most surveys have external audiences. This category includes customer surveys, donor surveys, and wider market research.
If Your Audience Is Internal…
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If Your Audience Is External…
First, you must determine:
- Do you already have access to or contact info for this audience?
- Does this audience need to be recruited? —- if so, you’ll need to set aside budget to find and recruit your participants. The cost and time required will vary widely depending on how specific your targeting needs to get. You can use screening questions to hone
Develop Recruitment & Outreach Materials
emails
test questions
offerings or other things to attract respondents.
2. Create, Test & Conduct Survey
Create
- What do you need to prioritize in order to create a survey that delivers valuable insights without being so long that no one will complete it?
- How will you need to cut the data so that you can compare responses based on different factors?
Test
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Conduct
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Define Your “Why”
- What are the big questions you need to answer?
- How will you use the findings of this survey?
Create
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3. Analyze Results
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- What are the big questions you need to answer?
- How will you use the findings of this survey?
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- An employee survey would have an internal audience. In this case, you have more options as to how to reach respondents and more control over response rate.
- Most surveys have external audiences. This category includes customer surveys, donor surveys, and wider market research.
If Your Audience Is Internal…
First, you must determine:
- Do you already have access to or contact info for this audience?
- Does this audience need to be recruited? —- if so, you’ll need to set aside budget to find and recruit your participants. The cost and time required will vary widely depending on how specific your targeting needs to get. You can use screening questions to hone
If Your Audience Is External…
First, you must determine:
- Do you already have access to or contact info for this audience?
- Does this audience need to be recruited? —- if so, you’ll need to set aside budget to find and recruit your participants. The cost and time required will vary widely depending on how specific your targeting needs to get. You can use screening questions to hone
Develop Recruitment & Outreach Materials
Do you need to reach internal or external stakeholders?
An employee survey would have an internal audience. In this case, you have more options as to how to reach respondents and more control over response rate.
Most surveys have external audiences. This category includes customer surveys, donor surveys, and wider market research.
4. Apply Findings
Feature 1
internal processes
branding or rebranding
pricing
product development
social media
marketing
advertising
commsinternal and external communi
Feature 2
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Feature 3
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Feature 3
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