Marketing is not an art, contrary to popular belief, it is a science. Marketers collect data, look at it, and then change their activities to show what they learn.
Polls and surveys, if planned right, can be a marketers most powerful tool.
How to plan a poll?
- Consider the nature of the problem area along with the group of people being polled.
- Outline a basic question. For effective results, specific questions must be asked. Figure out how to place yourself and how to communicate effectively.
- How you ask the questions plays a major factor. Some researchers claim that open-ended questions show more of the real attitudes and opinions of the respondents. They do not force them to make a decision which doesn’t show their actual feelings. A forced choice question(multiple) is said to more reliable, less ambiguous, and that they successfully avoid subjective bias. If the primary purpose of the poll is exploratory, the open-ended question might best be used.
- Respect the data. Asking the right “what” questions are most useful when you use them to frame the all important question, “Why.” The importance of “Why” is this: Why moves you from cognition to connection from simply seeing what is happening to understanding the relationship of one event or trend to another.
Polls are an extraordinary tool for marketers because by asking specific questions, the right way, they do not have to make assumptions. By not having to assume anything they are able to analyze the results of the poll and without hesitation make necessary and effective changes.