{"id":4685,"date":"2011-07-27T12:34:02","date_gmt":"2011-07-27T12:34:02","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=4685"},"modified":"2011-07-27T12:34:02","modified_gmt":"2011-07-27T12:34:02","slug":"using-customer-research-panels-and-mobile-research-to-keep-conversations-alive","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/using-customer-research-panels-and-mobile-research-to-keep-conversations-alive\/","title":{"rendered":"Using Customer Research Panels and Mobile Research to Keep Conversations Alive"},"content":{"rendered":"

\"image\"Over the past weekend, I took a really interesting communications course. \u00a0We were exploring the nature of conversations. \u00a0I won\u2019t get into the details, but one concept that really made my light bulb flash was this idea that we treat conversations (the words we say to each other) as if they were physical objects. \u00a0And they are not.<\/p>\n

Conversations use words \u2013 and words are not objects, words are invisible and as soon as you say them,. they disappear. \u00a0While objects take up physical space.<\/p>\n

Do this experiment \u2014 pick up an object \u2013 any object; pen, cup, phone \u2014 any object will do. \u00a0Place it down on the table, then walk away. \u00a0Then come back. \u00a0Assuming that no one has moved it, it will still be there. \u00a0It\u2019s an object \u2013 it doesn\u2019t just walk away or disappear on its own.<\/p>\n

Now \u2013 hold your hand in front of your face and say \u201cHey all you customers, click on this link, walk through my door and buy something!\u201d<\/p>\n

Did you SEE anything come out of your mouth? \u00a0Did people suddenly come walking through your door? \u00a0NO \u2013 because words are invisible. \u00a0They are not objects.<\/p>\n

So here is the problem \u2014 we THINK that when we say something or have a conversation that it\u2019s just going to be there \u2014 like that cup. \u00a0And guess what? \u00a0It isn\u2019t. \u00a0We forget. \u00a0We forget most conversations in the instant that they come out of our mouths.<\/p>\n

This is the reason we forget people\u2019s names so quickly \u2013 they are usually SAID in a conversation. \u00a0That\u2019s why the best way to remember a name is to attach it to a visual object. \u00a0Because we are wired to relate to the world that way. \u00a0Just saying a name doesn\u2019t necessarily make it stick.<\/p>\n

THIS IS WHY ADVERTISING MUST BE REPEATED<\/strong><\/p>\n

Until I had this communication session, I only understood that advertising had to be repeated because people didn\u2019t remember it \u2014 because I knew that. \u00a0I was taught that, I could see that people forgot. \u00a0But I didn\u2019t know WHY we forgot.<\/p>\n

We don\u2019t forget because we\u2019re stupid, and your customer don\u2019t forget because they aren\u2019t interested \u2014 advertising messages are forgotten because they are a communication and part of a conversation \u2014 so they just\u00a0disappear.<\/p>\n

Now that you know that \u2014 you can really begin to see new and creative ways that you can get your messages across in ways that people will remember.<\/p>\n

How This Works in The World of Research<\/strong><\/p>\n

With more complexity and distraction in our lives it stands to reason that we will be PULLED away from the conversations that we are in. \u00a0 The same is true for our customers and communities.<\/p>\n

And the best way to make sure that the engagement with our customers is relevant is to make sure that we engage them as close to the product and service experience as possible.<\/p>\n

This is where mobile surveys become so critical. \u00a0And this is why they’ve been such a hot topic of conversation around the mobile research community.<\/p>\n

Creating a mobile customer research panel will require some time, effort and organization on your part, but the work will be worth it. \u00a0Here are some tips and strategies you can use to build your mobile customer research panel.<\/p>\n

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  1. Get to know and understand the SurveySwipe application.<\/strong> \u00a0This is Survey Analytics mobile research application that is ridiculously easy to use and understand. \u00a0Get your feet wet with the Instant Connect option. \u00a0You’ll get to ask 25 panel members 10 questions. \u00a0This will give you an excellent start in understanding how survey panels work. \u00a0Your next step will be to create your own customer panel. \u00a0If you’re selling to small business, you can also become part of the SmallBizOpinions.com panel (this is our beta test) and a great way to see what it’s like to be part of a small business panel. \u00a0It’s not pretty, but you’ll really get a sense for the interaction and information that’s available for you.<\/li>\n
  2. Create a relevant customer profile.<\/strong>\u00a0 Profiling your customers in a relevant way is extremely important. \u00a0Think of the profile in terms of how you’d like to group, choose or segment people. \u00a0Focus on demographic variables \u00a0or variables that are relatively constant. \u00a0For example, location, brand of computer, etc. \u00a0Opinions or elements that might change within a 12 month period are best left for surveys.<\/li>\n
  3. Create short 1 – 5 question surveys.<\/strong>\u00a0 Now you can create short surveys that take less than 30 seconds to complete. \u00a0The Survey Analytics platform’s ability to use advanced question types and sophisticated branching and looping will make this so much easier than you imagined.<\/li>\n
  4. Launch surveys regularly.<\/strong>\u00a0 Keep conversations alive with your customers and prospects by asking them questions regularly. \u00a0Get them used to the fact that it will only take 10-30 seconds to respond, and you will see response rates go through the roof. \u00a0Also make sure that you have a digital space where these customers can hang out and have conversations about your products and services — this could be a blog or you can use IdeaScale .<\/li>\n<\/ol>\n
    There are three important concepts to remember;<\/span><\/div>\n
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    1. Conversations that are NOT important to your customer will evaporate over time.<\/li>\n
    2. Keeping those conversations engaging and alive is up to YOU.<\/span><\/li>\n
    3. Survey Analytics has the tools that you can use to manage all of these conversations in one place.<\/span><\/li>\n<\/ol>\n<\/div>\n
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