When you use a product or buy anything online, you can count on a follow-up survey to be arriving shortly.
People LOVE sending out surveys. It’s not because people love taking surveys, but surveys typically generate data, and that’s catnip for marketing and product teams.
The data a survey produces is a tangible asset that people love to wave around as proof that research was performed. While that statement is true, sending out a survey is the lowest form of research. It’s difficult to determine the quality of the data and, therefore, shouldn’t be trusted. I could continue to drone on about how bad surveys are, but let’s talk about what they are good for.
Surveys are perfect for finding people. Yup, I actually like surveys — when used in the right context. Building a research cohort to reevaluate for interviews and testing is the perfect usage for the maligned survey. You have to keep your survey short, ask a few qualifying questions, and remember to ask for permission to follow-up at the end.
Finding the right people can be hard, but you have the perfect tool to do the job.
Resources for review
Please use the following items to guide your exercise attempt:
| Article | Source/Author |
|---|---|
| A time and place for surveys | New Pragmatic |
| On Surveys | Erika Hall |
Exercise
Length: Two-to-three hours to complete.
As illustrated in the resources provided, surveys are useful in the right situation. With that in mind, we’ve limited the role of the survey to that of a screening tool — specifically in the service of gathering potential interview subjects.
This exercise will build upon your previous competitive analysis work while building a small database for your upcoming testing, and user interviews exercises focused on meal delivery services.
Using the information you have gathered, construct a survey that:
- Has a clear introduction stating the purpose
- Is shorter than ten questions in length
- Presents no questions to the participant that cannot be answered
- Asks permission for follow-up contact
Once complete, update your Program Journal with links to any assets produced in this exercise. Post your Journal in the #Feedback-Loop channel for review.
Once your work has been reviewed, you’ll release your survey to the public via friends, family, and social media. Continue pushing your survey until you have accumulated between 20-to-30 responses. You’ll use this base of potential participants in the next chapter.
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Up next Fresh Market: Competitor Testing