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What are the things you can learn by conducting effective market research?
Know your customers – Market research will help you better understand your customers in a number of ways including demographic information such as their age, gender and geographic spread. The better you know your customer the easier it is to fine tune your product or service towards the target market.
Know your target market - Who exactly are your existing customers and where do they live? Does your service or product appeal to specific age group? Who are your potential customers and where do they live?
Know your competition – Market Research will help you measure your service compared to others. What are the strengths and weaknesses of your organization and are you improving in the right areas?
Products and services - Do you have the products or services that people want? Is what you offer value for money? How do your company’s services and products compare to those of your competitors? Can you, do you, should you deliver?
Ease of doing business – Do your customers find it easy to deal with you and when they visit your store and/or website do they find what they want? Is there sufficient advice and assistance on hand? Do you make it easy for your customers to buy? Are your employees properly trained, helpful, knowledgeable and available?
Marketing – Is your marketing reaching the right people and is the marketing message clear and effective. Which are the least effective and what are the most effective marketing channels?
Is your marketing message understood? Does the marketing material properly represent your brand? Do you advertise through the right channels? Are you reaching your target audience?
With the power of the Internet it is now very easy to conduct market research using one of the many online survey software sites that make conducting surveys and collating good market research intelligence quick, easy and extremely cost effective.
I’m not happy. My chair has just broken and the printer has still not been fixed. The problem with the company is that it is going to the dogs. The boss really doesn’t seem to have a clue as to what is really going on.
There was a new person that started last month, no one bothered to introduce them and they were given a job that they had no clue how to do; why didn’t they ask me to look after him? I could have told them that a new set of drawings had been issued so even if he did know what he was doing the drawings he was using were obsolete anyway. Sometimes I don’t know why I bother turning up.
Some of us went out for a drink after work last night. No one is happy and Sally from Accounts says that she has just about had enough and is thinking of asking for a rise and if they don’t give it to her she is going to quit.
The management here just don’t have a clue, we are haemorrhaging money through our inefficiencies and they think that sending out memo’s telling us that they are introducing new procedures for claiming expenses is going to make a difference – whoopee do.
I think I’ll ask for a pay rise, if Sally from Accounts can get one I can.
And so it goes on.
These are the sort of thoughts that start to go through the minds of individuals when an organization loses touch with their personnel; the chair that is broken, no feeling of appreciation, blaming ‘management’ and for some even questioning the futility of what they are doing. Trivial problems fester and a cynical and negative mindset develops. Can you be sure that it isn’t going on right now in your organisation?
Social events outside the office become nothing more than a forum for complaints and negativity grows among people who feel powerless to effect change. Dissatisfaction will often synthesise into a demand for an increase in remuneration, as though like a cheap fix more money will momentarily lessen the pain.
Left by management, undiscovered and unaware, the concerns of this employee will inevitable find solace with their colleagues own individual concerns, where the only common demand will be for an increase in remuneration, more paid holidays and a reduction in working hours, all of which will not fix the broken chair, ensure that new personnel are in future properly introduced, trained and managed nor help management identify areas of inefficiency.
Organisations have a habit of compartmentalising people, physically through offices, cubicles and workstations also in terms of responsibility. With effective and strong management to support this structure it can be productive, but as an organisation grows, and weak or inappropriate management infiltrates the management chain, it is perhaps inevitable that cracks will begin to appear.
Looking at an organization from the top down all the corporate garden can appear to be in full bloom as middle management either disguise or are just unaware of festering problems.
A very skewed view can be the result of relying on a limited number of indicators, just as a one eyed person finds judging distance difficult. By establishing procedures that sample the mood from different perspectives throughout the organisation good management will be able to form a rounded picture.
The benefits of establishing good, frequent and extensive communication channels are both direct and indirect.
A senior management team that is known to have their ear to the ground will command great respect and will keep middle managers from becoming complacent knowing that they can no longer dismiss the senior managers searching “How is everything going?” question with a non-committal “Fine”; It is my experience that if someone replies with “fine” you need to dig deeper and ask if they really know what is going on.
Most principals of organisation will not have the luxury of spending time walking the floor and discussing the issues of individuals but through online employee surveys they can achieve the same benefits.
Online surveys are the perfect mechanism for establishing effective communications between the employer and employee. Using a survey hosting service they can now be created and published with speed and ease.
Surveys can be deployed in seconds by utilising the Internet and intranet, they can be completed easily by employees and the results analyzed in real-time exposing the ‘problems’ and giving early warning towards common themes of dissatisfaction.
With their ability to get to the heart of an organization online employee satisfaction surveys can confirm that all is well in the engine room and that there is sufficient fuel to keep it running.
Online surveys provide many benefits, not only do they help identified concerns, but the employees voices are heard and their views, right or wrong, have a forum.
Online surveys won’t in themselves resolve a problem but they will give senior management the opportunity to address the problems and concerns of their employees, at least if people then leave the organisation they will be doing it for the right and not wrong reasons.
Although monetary concerns can often be cited as the main reason good people decide to leave a organization dig a little deeper and it is often found that it is more to do with one or more of the following:-
Good communication between the employer and employee can help identify the individual and common concerns of the employees and will give the senior management team the opportunity to address root problems and not just the symptoms of employee dissatisfaction, enabling them to demonstrate to their employees that they are valued as an important resource.
Each individual organisation needs to customised their own employee survey so that it is relevant for them. To get an idea as to how effective online surveys can be try completing the sample employee satisfaction survey, then view the results of the satisfaction survey and just think of the benefits to management being able to measure so easily the heart beat of the organization.
What are the things you can learn if you conduct effective market research?
Know your customers – Market research will help you better understand your customers in a number of ways including demographic information such as their age, gender and geographic spread. The better you know your customer the easier it is to fine tune your product or service towards the target market.
Know your target market - Who exactly are your existing customers and where do they live? Does your product or service appeal to specific age groups? Who are your potential customers and where do they live?
Know your competition – Market Research will help you measure your service compared to others. What are the strengths and weaknesses of your business and are you improving in the areas that customers demand?
Products and services - Do you have the products or services that people want? Is what you offer value for money? How do your company’s products and services match up to that of your competitors? If you have a product can you, do you, should you deliver directly to your customer?
Ease of doing business – Do your customers find it easy to deal with you and when they visit your store and/or website do they find what they want? Is there sufficient advice and assistance on hand? Do people find it easy to buy from you? Are all your staff properly trained, helpful, knowledgeable and available?
Marketing – Is your marketing reaching the right people and is the marketing message clear and effective. Which of the marketing channels that are available to you are effective and which ones are proving ineffective?
Is the marketing message understood? Does your marketing material accurately represent your brand? Do you use the right promotion channels? Are you reaching your target audience?
With the power of the Internet it is now very easy to conduct market research using one of the many online survey software sites that make conducting surveys and collating good market research intelligence quick, easy and extremely cost effective.
For any business that wants to offer products or services that are focused and well targeted market research is essential. Business decisions that are based on good intelligence and good market research can minimise risk and pay dividends. By making market research part and parcel of the business process and conducting market research throughout the life cycle of a product or service market research will bring the following benefits:-
Market research brings considerable benefits and it is perhaps surprising how few businesses invest sufficient resources to gather good intelligence that will help them improve business. Many may think that market research takes too much time and effort but that is just not the case anymore as through the power of the Internet online survey software is readily available and vital market research data can now be gathered in a quick, simple and cost effective manner.
If a building’s broken window is not repaired promptly it doesn’t take long for many of the building’s other windows to be broken. Resolving problems when they are small will prevent them from developing into serious problems.
The same is true when considering the level of employee satisfaction. Dissatisfaction spreads like wildfire and in a surprisingly short period of time you’ve got morale problems of the kind that are notoriously hard to fix.
To ensure that your employees are happy you need to understand what their problems and concerns are and it is important to deal with them early on. Keeping the initiative is really important and the secret is that it is better to give a little and often.
This turns out be a vicious circle. Fixing the problem when it’s small is also when it’s easiest and when it’s cheapest. Most employees would prefer their management to take the initiative with any prompting and if the do management can then operate from a strong position. Employees look for strong, confident management and having a proactive approach and taking time to understand the employees’ issues will gain the respect of the workforce.
Compare that with those managers who are out of touch. They arrive late at a problem so they are on the defensive, and with their credibility eroded they have to concede to demands which in turn could lead to further and less reasonable demands. It is neither big nor clever.
The question is how one goes about monitoring the morale of a company without throwing money at the problem and without the luxury of having spare time?
An online employee survey. They’re quick, easy to use, and a low cost solution. Instead of weeks and months surveys can now be designed and published in hours and minutes, by harnessing the power of the internet invitations can be sent out instantly and free of charge using email, links on websites and postings on social networks; the results are collated in real-time and can be automatically displayed as charts.
The ideal delivery platform is the corporate internet.
By linking through to an online survey website a company can regularly conduct surveys so they become part and parcel of the daily operations.
With the ability of an online survey to produce real-time results the mood of the workforce can instantly gauged, concerns highlighted both on a collective and individual level.
Organisations can use survey results to identify problem areas and then use follow-up surveys to target specific areas of concern. With good information managers are able to identify specific problems and prepare a considered response.
By conducting regular surveys a company is able to address small problems before they grow into much bigger problems that are then more difficult to address.
When management show willingness to consult with the workforce it is appreciated by most employees, not viewed as a sign of weakness but an indicator of good decision making.
Every now and then management problems can be solved with something that is quick, easy and won’t break the bank; enjoy.
Designing surveys is easy; or is it? The reality is that writing surveys is easy but writing surveys that will be effective is a little bit more difficult. The following are twenty tips that if followed will help you with your survey questionnaire design and help you write effective surveys.
1. What is the survey’s purpose?
Surveys are conducted for many reasons. By correctly phrasing the questions and structuring the answers surveys can be used in a multitude of ways and for a variety of reasons. When designing a survey do not lose sight of its purpose.
2. Give the survey a good title
The survey title is key and an opportunity to instantly summarise a survey’s objective and grab the attention of invited respondents. Respondents are going to invest time in completing the survey so make them feel that their investment is worthwhile.
3. Don’t make the survey any longer than it needs to be
Every question that is asked should be asked for a reason. Concentrate on the ‘need to know’ questions and minimise ‘nice to know’ information.
4. Use plain English, maintain consistency, avoid jargon and acronyms and don’t ask questions that may result in ambiguous answers
Be careful when wording the question. If a question can be interpreted in more ways than one then there is a risk that any analysis of the survey results will be worthless or at the very least suspect.
5. Avoid long questions
Use succinct sentences wherever possible. Long questions tend to cause respondents discomfort and can lead to a higher level of incidents where respondents abandon a survey.
6. Ask one question at a time
Avoid confusing the respondent with a question like ‘Do you like tennis and golf?’
7. Avoid influencing the answer
Avoid loading the question. ‘Should irresponsible shop keepers who sell tobacco to minors be prosecuted?’ is likely to have no value.
8. Ensure that the answer format used allows the respondent to answer the question being asked
Ensure that the respondent is able to answer how they really feel or they may abandon the survey. As a last resort consider the benefit of including a “Can’t say”, “Don’t know” or similar response option.
9. At the same time that you compile the survey consider, when the survey is complete, how the compiled data is going be analysed
If a question is asked that allows a free text open ended response appreciate that such information is likely to be difficult to score and/or summarised. Consider grouping answers. For example “Indicate your length of service?” - ‘less than 3 year’, ‘between 3 and 8 years’ and ‘more than 8′.
10. Ensure that the questionnaire flows
Group the questions into clear categories as this makes the task of completing the survey easier for the participants.
11. Target your respondents
You may want to target a specific group, in others a cross section. If you can’t easily control the respondents consider including questions/answers that will allow you to filter out respondents that don’t match your target profile.
12. Allow the respondent to expand or make comments
By allowing respondents to make additional comments you will increase their satisfaction level and the comments will also give valuable feedback on the specific questions and/or the survey as a whole. Remember that for large sample collections that free text open ended responses may be difficult to analyse.
13. If you are conducting a confidential survey ensure that your pledge for confidentiality is upheld
If you have guaranteed the respondents that the survey is confidential ensure that the individual data is not to be shared with anyone and the information is not going to be used for any other purpose. Confidentiality must be maintained and any identifying information deleted after the survey is complete.
14. Consider the advantages and disadvantages of allowing respondents to be anonymous or identifiable
If your respondents are to be anonymous then appreciate that you will be unable to follow up or match “pre” or “post” surveys. There are advantages to allowing people to remain anonymous for example it would allow people to respond without possible peer pressure.
15. Consideration carefully the best response format
Being consistent with the format used for responses is good practice. When creating your survey keep in mind that when analysing the data radio buttons are easier to analyse than check boxes that offer the respondent multiple responses. If a radio response can be used do not use a check box.
16. Give the respondent an estimate as to how much time the survey will take
Respondent drop out can occur if the survey appears to be a stream of never ending questions. It is good practice to give an indication as to how long the survey is likely to take so the respondents can choose the best time to complete the survey.
17. Inform the respondents of the survey end date
Encourage your invited respondents to complete the survey as soon as possible but advise the respondents of the survey’s end date so that they have the opportunity to schedule the necessary time.
18. Trial the survey
Before publishing a live survey publish a small pilot survey to check for questions that are ambiguous or confusing and to ensure that the survey is aesthetically pleasing.
19. Before publishing the survey check the survey several times
Check more than once that the survey is grammatically correct and makes sense. If possible get someone else to proof read the survey before you publish, if you are unable to do this then take a break before checking again.
20. Thank your respondents
To complete surveys respondents have to devote their time and should be thanked at the end of completing the survey or in a follow up letter. You may even want to consider incentives such as a reward of some sort.
Getting started is easy and there are many survey software websites to choose from.