Qualitative surveys can help marketers glean more data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 24, 2019, 2:17 PM UTC

Framing clear questions on surveys can result in better consumer response.

Despite brands spending vast amounts of money on surveys, people only take surveys due to a negative experience or an incentive to do so. According to this article, Brands should conduct more of their surveys online as 80% of the surveys are completed online.

Brands should create shorter surveys and ask only critical questions, as 50% of respondents don’t respond to surveys that take longer than 5 minutes. The article says, to get quantifiable data, marketers should frame the questions clearly so that the consumers can easily understand it.

The author contends that asking only one question at a time to different consumers can provide marketers with data that reflects a larger demographic area. This format also draws out an honest response from the customers, as it does not burden them with a lengthy questionnaire.

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