Posted on | July 26, 2010 | No Comments
Professional researchers know that they can uncover valuable insights from their survey efforts by drilling down into their results. Without a lot of effort, you can too.
It’s really not hard to gain more insights by looking at your results from different angles – for example, by different socio-economic groups, by industry, by geography, etc. By adding a few appropriate ‘filtering’ type of questions to your survey (e.g., age ranges, geographic regions, industry, etc.), you can segment responses by type.
These types of insights can help you gain greater value from your surveys and give you greater insight into how to respond as a result. Ennect makes this easy with its Compare-O-Gram feature, but other surveys may have similar capabilities. If not, you can do a comparison by hand; it will just take more work. Also, it’s nice to see results in charts, and Ennect’s Compare-O-Gram feature actually lets you view results graphically, enhancing your ability to quickly see differences.
It doesn’t require heavy lifting to achieve results that can reveal valuable insights for your organization. For example, Duquesne University’s Small Business Development Center (SBDC) wanted to study how businesses were dealing with the emergence of new social media channels. Click here – Tech Survey Shows Impact on Different Organizations – to see the article.
By comparing the Tech Survey results with another published survey, it was apparent that organizations in the southwestern PA area had not adopted social media marketing strategies at the same pace as organizations nationally (42% locally versus 59% nationally). For the SBDC, that meant that putting a lot of money and time into social media to promote their upcoming conference might not have the desired effect.
Using the Compare-O-gram feature, however, allows us to dig further to see what social media tools the local business community is deploying by ‘type of organization.’ The graphic below shows us that among for-profit companies (manufacturers and business services), LinkedIn is popular and, to a lesser extent, FaceBook and blogging.
The insight for SBDC: focus on the social media channels that their targets are more likely to use and eschew things like YouTube and MySpace and possibly even Twitter.
Additionally, if you’re a social media service or application provider, this kind of drill-down information can give you insights into what kinds of services you want to offer different types of clients and provide an indication of where you might be most successful with your prospecting.
To learn more about how customers are using surveys to enhance their marketing efforts, click here.
- Tech Survey Shows Impact of Social Media on Different Organizations
- Ennect and Duquesne University’s Small Business Development Center Conduct Survey on PA Business Technology Use
- The New KISS: Keep It Simple and SOCIAL!
- Martha Stewart Uses Social Marketing to Drive Her B2B2C Business
- Sweepstakes: A Tool for Small Business or Non-Profits?