Customer Experience Surveys
What is market research?
Market research is comprised of tools and methods that allow you to understand the pulse of your customers. It tells you what they are looking for, what they are interested in, what motivates them, and how they perceive your brand.
Here are two research tools that any business owner can perform to understand better their customers, their opinions about the business, and insight into your competitors.
In today’s business environment, focus groups can easily be performed in a virtual environment for market research. It is best to have a moderator not employed or affiliated with the business to ask the participants questions. Focus groups encourage free and open discussion, allowing you to get a deeper understanding of why they feel the way they do. Gather a handful of your loyal customers and be prepared with questions. Record the virtual focus group responses to understand the nuances best and hear and see their reactions to your questions. Here is a sampling of basic focus group questions:
Surveys provide valuable insight when properly utilized for market research. Hire a professional to help write the questions so as not to lead the respondent in any way. There is an art to writing survey questions and the order in which they appear. Surveys are similar to focus groups but are performed at the customer’s convenience. Because surveys are done privately as opposed to a focus group, the customer is not influenced by the others in the room, nor are they intimidated by making an honest assessment, positive or negative.
A good survey should take no more than five minutes to complete. We are often asked about offering an incentive to complete the survey:
Do you want to know what your customers think?
Most business owners are unsure about tackling this on their own. They want to know what their customers think but need help.