The Art of Crafting Good Surveys

We know that marketing research is an important step for company decisions for following trends, innovating, risk management, and understanding the consumer. One method to understand the consumer is through conducting surveys.

Surveys connect brands with their audiences to provide insights that can guide key marketing or overall company decisions. It may seem simple, but there are a few key things to keep in mind to create a good survey.

What Makes a Good Survey?

In a fast paced environment like the beauty industry, a good survey not only captures consumer preferences, but gathers key information that makes a huge impact on company decision making.

Some key characteristics of good survey include:

Relevance: Not only should the questions be tailored to the specific interests and behaviors of the respondents in the beauty industry, but they also remain relevant to the objective of the research project.

Clarity: You don’t want to confuse the respondent otherwise they will close out of the survey and not submit. Each question is straightforward and neutral to avoid skewing respondents’ answers.

Conciseness: You want to be mindful of respondents’ time since again, they may close out of the survey without submitting a response.

Quality surveys provide data that can inform strategic decisions across the whole company. As the beauty industry continues to grow and evolve, the ability to gather and interpret consumer feedback through well-designed surveys will remain a vital tool to excel among competitors.