{"id":564165,"date":"2008-07-28T01:39:27","date_gmt":"2008-07-28T08:39:27","guid":{"rendered":"http:\/\/questionpro.wordpress.com\/2008\/07\/28\/how_to_create_a_survey_that_he\/"},"modified":"2023-06-08T08:21:38","modified_gmt":"2023-06-08T08:21:38","slug":"how-to-create-a-survey-that-helps-you-make-the-right-decision","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/how-to-create-a-survey-that-helps-you-make-the-right-decision\/","title":{"rendered":"How to Create a Survey that Helps You Make the Right Decision"},"content":{"rendered":"<p>In September of 2004, I had a survey epiphany that came from the most unusual experience.<br \/>\nWhen I went to pick up my son from his first day of pre-school, I noticed that he had a star sticker on his shirt. \u201cHi sweetie, \u201c I said \u201cHow did you get that star?\u201d \u201cMiss Kathy gave it to me.\u201d He answered. Ooops \u2013 wrong question. \u201cWhat did you do to get that star?\u201d I asked? \u201cI was able to say my ABCs\u201d He finally said. See what I mean.<\/p>\n<p>My son is a lot like your respondent \u2013 he answered only the question I asked which was \u201cHOW\u201d he got the star. What I wanted to know was \u201cWhat did you do to get the star\u201d These are two different questions with two very different answers. The first answer was information (ok), but the second answer was information that we could do something with. Saying your ABCs was a behavior we could identify and repeat. That\u2019s good data.<\/p>\n<p>Let\u2019s get straight to the point. Why do a survey? The real reason any of us do a survey is because we want to make \u201cthe right\u201d decision. So what\u2019s a \u201cright\u201d decision? It\u2019s when you choose to do something in a certain way \u2013 and your customers decide to choose you because of it.<\/p>\n<p style=\"text-align: center;\">LEARN ABOUT: <a href=\"https:\/\/www.questionpro.com\/blog\/create-a-survey\/\">Top 12 Tips to Create A Good Survey<\/a><\/p>\n<p>So how do we go about pulling together a survey that asks the right questions and gets our customers to choose us instead of any competing alternative?<br \/>\n<b><br \/>\n<\/b><\/p>\n<ul>\n<li><b>Figure out what decisions you want to make and what data you need to make the right decision<\/b>. This is where most people make their first mistake. They start with what they want to know instead of why they want to know it. When you start with what you want to know \u2013 you\u2019ll get create too many useless questions. That\u2019s expensive, will piss off your respondents and won\u2019t help you figure out what to do. Here is a suggestion. Write down the decision you want to make \u201cShould I launch product X?\u201d Now, what data do you need to make this decision? What needs to happen for you to decide to move forward?<\/li>\n<\/ul>\n<ul>\n<li>I need to have 100,000 customers for product X at $12.99 per unit to be profitable.<\/li>\n<\/ul>\n<ul>\n<li>I need to complete that sale in the first 2 months.<\/li>\n<\/ul>\n<ul>\n<li>I would love it if I could sell the thing online and just drop ship from the manufacturer. If I can\u2019t do that, it isn\u2019t worth doing.<\/li>\n<\/ul>\n<ul>\n<li><b>Define your objectives.<\/b> That is easy now because you\u2019ve done that work in step #1 where you defined what data you needed. Also, don\u2019t get caught up in stating your objectives in some fancy corporate language. State your objectives in the same language that you would use to make your decision. The data will either support or deny your decision. Your objectives in this example are :\n<ul>\n<li>See if there are at least 100K people who will buy this<\/li>\n<li>Determine if more than 100K people are willing to buy within 2 months of launch\n<ul>\n<li>What information will they need to say \u201cyes\u201d to my offer?<\/li>\n<li>How do they want to receive that information?<\/li>\n<\/ul>\n<\/li>\n<li>Will they accept online ordering only?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><b>Identify your ideal respondent.<\/b> Who do you currently think is your ideal customer for this? Where are they? How can you reach them? What\u2019s the best way to collect their input? If your ideal customer for this is a group of existing customers, swell. You have their information. But what if your idea customer is a group you\u2019ve not sold to before? Should you buy a list? Maybe. You can recruit a panel of customers with the characteristics of your ideal customer. This is a terrific idea because it\u2019s a passive and less intrusive way to start selling and educating a new group of customers while gathering their preferences.<\/li>\n<\/ul>\n<ul>\n<li><b>Qualify, Group and Test<\/b>. Next you want to make sure that the respondents you\u2019ve chosen are good respondents and fit the profile that you want to survey. You have several options for this step. You can use a <a href=\"https:\/\/www.questionpro.com\/\">quick online survey<\/a> to quickly collect, qualify and profile your ultimate respondents. Identifying your target audience and setting the profile criteria as a quick 3-5 question 1 minute web survey can really pay off later and increase your response rate when it really counts. So, if your target customer is a man between the ages of 25 \u2013 35 with a BS degree that makes between $70 and $125 per year and eats Beef Jerky 3 times a week. Then you\u2019re going to need a large sample and then you\u2019ll need to whittle that down to the several thousand potential respondents that fit that profile.<\/li>\n<\/ul>\n<ul>\n<li><b>Develop your <a class=\"wpil_keyword_link\" href=\"https:\/\/www.questionpro.com\/blog\/what-are-open-ended-questions\/\"   title=\"OPEN Ended questions\" data-wpil-keyword-link=\"linked\"  data-wpil-monitor-id=\"2\">OPEN Ended questions<\/a>.<\/b> Suddenly this doesn\u2019t seem so hard now, does it. The questions almost write themselves at this point. Let\u2019s assume we\u2019ve recruited a respondent base that fits our profile above (the guys who make lots of money and eat beef jerky 3 times a week) Now we want to know more about what they do, why they do it, what\u2019s important to them when they are buying what we\u2019re selling and what we can do to get them to choose us.\n<ul>\n<li>Who buys products like product X<\/li>\n<li>What triggers you to buy product x<\/li>\n<li>Why do you buy product x?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><b>Test your questions over the phone.<\/b> I know, phone surveys are expensive \u2013 but not as expensive as decisions make with faulty data. So don\u2019t skimp on this one. Take the touchy-feely open ended questions you developed and talk to about 30 sample respondents. You want to do this over the phone with a high-end interviewer so that you can catch what\u2019s really important to these people. You want to catch the emotional triggers that will ultimately drive them to try your product x.<\/li>\n<\/ul>\n<ul>\n<li><b>Develop your web survey.<\/b> Now you\u2019re ready to hit the web with a short survey that has taken the core of what you\u2019ve learned from your open ended interviews and distilled them into the fewest number of critical decision-influencing questions you need.\n<ul>\n<li>Qualification profile questions. These are the demographic categories that you\u2019ll want to use (income, gender, geography, etc.)<\/li>\n<li>Would you buy product x?<\/li>\n<li>What would you pay for product x (define desired profile for price)<\/li>\n<li>Would you buy product x online?<\/li>\n<li>If not, what do you prefer?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><b>Test .<\/b> To test your survey take it yourself and ask several other internal people to take it as well with one rule \u2013 answer the questions with how you think your respondent will answer them. Now pull the results from that test and PRETEND they are real. What decision will you make and why? Do you have all the information you need to make the decision? Do you know what to do or what to tell other people to do? For example if you asked how satisfied people were with p<br \/>\nroduct x and the answer was 3.5 \u2013 what will you DO? See, you don\u2019t know \u2013 so that\u2019s not a good question. Go back and re-write it so that you know what to do.<\/li>\n<\/ul>\n<ul>\n<li><b>Launch and Follow-up. <\/b> Now you\u2019re ready to launch and see what happens. Remember, responses come it quick for online surveys, so stay close to the computer in case there are issues. Don\u2019t forget to re-send your survey in a few days to increase your response rate. And offer your respondents something cool for their trouble. An easy and valuable thank-you gift is a download of some sort that your respondents will like and can pass on to potential new customers.<\/li>\n<\/ul>\n<p><strong>Cool Analytical Tools on Web Surveys<\/strong><\/p>\n<p>You can do the example I gave using standard <a href=\"https:\/\/www.questionpro.com\/web-survey-software.html\">web survey software<\/a> and analysis tools. But this scenario that I used is a prime candidate for \u201cConjoint Analysis.\u201d<\/p>\n<p>With <a href=\"https:\/\/www.questionpro.com\/blog\/conjoint-analysis-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">QuestionPro\u2019s conjoint tool<\/a>, you\u2019ll create a set of \u201cLiving\u201d data that you can use to create product offerings at a variety of price levels for several different profiles of customers. This analysis will actually tell you how many people will buy a specific permutation of product x at a particular price. OR the analysis will tell you what to charge a profile group if you\u2019ve already defined the product.<br \/>\nThis analysis used to cost a fortune and require a staff of statisticians \u2013 but now even those of us with limited statistical ability (yours truly) can use this tool with ease.<br \/>\nThat wasn\u2019t so bad\u2026<\/p>\n<p>See, that wasn\u2019t so bad. It takes a little more work up front, but I promise you the results from this survey process will yield much better results and make you look like a hero.<\/p>\n<div style=\"border: 1px dashed skyblue; background: azure none repeat scroll 0 50%; margin: 20px; padding: 5px;\">\n<p><b>Guest Posts<\/b> : Please contact marketing@questionpro.com\u00a0if you would like your post\/company to be featured on the QuestionPro blog.<\/p>\n<p>We&#8217;ll cover the following topics:<\/p>\n<ul>\n<li>Online Research<\/li>\n<li>Innovation<\/li>\n<li>Crowdsourcing<\/li>\n<li>Marketing Strategies<\/li>\n<li>Anything else you can convince us to write about \ud83d\ude09<\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In September of 2004, I had a survey epiphany that came from the most unusual experience. When I went to [&hellip;]<\/p>\n","protected":false},"author":104,"featured_media":18862,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[203,187],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Create a Survey that Helps You Make the Right Decision | QuestionPro<\/title>\n<meta name=\"description\" content=\"In September of 2004, I had a survey epiphany that came from the most unusual experience. 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When I went to pick up my son from his first day of pre-school,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.questionpro.com\/blog\/how-to-create-a-survey-that-helps-you-make-the-right-decision\/\" \/>\n<meta property=\"og:site_name\" content=\"QuestionPro\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/questionpro\" \/>\n<meta property=\"article:published_time\" content=\"2008-07-28T08:39:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-08T08:21:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2016\/02\/matrix-flexible-1280x768-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Robert Hoehn\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@questionpro\" \/>\n<meta name=\"twitter:site\" content=\"@questionpro\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Robert Hoehn\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.questionpro.com\/blog\/how-to-create-a-survey-that-helps-you-make-the-right-decision\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/how-to-create-a-survey-that-helps-you-make-the-right-decision\/\"},\"author\":{\"name\":\"Robert Hoehn\",\"@id\":\"https:\/\/www.questionpro.com\/blog\/#\/schema\/person\/6eb8c211f1c658dfb493beb425cf479e\"},\"headline\":\"How to Create a Survey that Helps You Make the Right Decision\",\"datePublished\":\"2008-07-28T08:39:27+00:00\",\"dateModified\":\"2023-06-08T08:21:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/how-to-create-a-survey-that-helps-you-make-the-right-decision\/\"},\"wordCount\":1517,\"publisher\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/#organization\"},\"articleSection\":[\"Market Research\",\"Surveys\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.questionpro.com\/blog\/how-to-create-a-survey-that-helps-you-make-the-right-decision\/\",\"url\":\"https:\/\/www.questionpro.com\/blog\/how-to-create-a-survey-that-helps-you-make-the-right-decision\/\",\"name\":\"How to Create a Survey that Helps You Make the Right Decision | QuestionPro\",\"isPartOf\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/#website\"},\"datePublished\":\"2008-07-28T08:39:27+00:00\",\"dateModified\":\"2023-06-08T08:21:38+00:00\",\"description\":\"In September of 2004, I had a survey epiphany that came from the most unusual experience. 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