ТРЕНД. Научный альманах

The survey should provide the following information:

• the impact of content on users;

• relevance of content;

• roles and demographic data of users.

When toВ use surveys

Keep inВ mind that surveys are not suitable for all types ofВ content and work better combined with blog or email newsletters. Surveys are an interactive format that is most effective on interactive platforms.

InВ addition, it should be noted that there are several types ofВ surveys. For example, aВ company can make aВ blog post and run aВ survey through the SurveyMonkey platform, or post aВ message on Twitter with aВ special question.

Each method has its advantages and disadvantages.

7В key points ofВ aВ good survey

ToВ be effective and gather the necessary information, the survey must satisfy the following requirements:

Brevity: follow the principle of brevity. Ask a question, choosing, if possible, the most concise formulations to avoid loss of customer interest. Reduce excess words and create surveys that won’t take a lot of time.

No one will spend 20В minutes on answering questions. Or, if they still find the time, they will randomly respond, randomly choosing answers inВ an attempt toВ complete survey faster.

Details: do not ask questions for which you do not need answers. Also, do not combine multiple goals inВ one survey. If you are trying toВ figure out why customers are on your web site, ask only those questions that will lead toВ the your marketing goals.

Each question has aВ specific focus. If you do not need aВ username, do not ask about it. Everything is very simple.

No restrictions: every question should be well-formulated and open. By asking such questions, you give the opportunity to answer in a broad manner, which will allow you to get more accurate information. Moreover, asking questions, such as “Why do you think so?”, after the usual “Yes” or “No”, you can describe a more complete picture.

Gradual: each question should be asked individually. If you post one poll on Twitter, that’s great. If you are creating extensive polls, be sure to consider each item separately. Do not force users to view all the information in advance or to overload with data.

Consistency: even if you manage toВ compose the best survey inВ the world, most likely it will not help if you do not compile aВ constant scale for comparing all your surveys.