The research approach: the importance of data to drive our best communications

In Public Relations is a trend: we have to know our customer. So we have a powreful and low-cost tool in market research: online surveys are one of the most powerful and popular tools we use to uncover interesting insights. Online surveys have multiple impactful applications such as generating mentions and interesting stories in quality industry and top-tier publications or giving a company direction around which version of it’s brand messaging is most successful.

Online marketing is still here, and we want to share a couple of reasons why online surveys have been around for so long and will continue to be a popular tool in market research:

  1. Global Reach – one of the best aspects of an online survey is that anyone with access to a smartphone, tablet or computer can participate
  2. Speed & Cost – online surveys usually will be the fastest form of survey research compared to phone, mail or in-person interviews which take longer and can be costly
  3. Less Bias – since the survey is standardized across participants, there is no chance for questions to be posed with a different intonation or phrasing which can occur over the phone or in-person surveys
  4. Visual / Auditory Capabilities – online surveys can easily integrate images, links, sound or video which can be used to educate participants on a certain topic or term or to get feedback on different materials, such as reactions to a brand’s advertisement

Thinking about you

There are a big variety of survey questions that we use when developing a questionnaire.

One of these is closed-ended questions, which give participants a certain number of options to pick from in single-select, multi-select or rank and sort formats. But we can also employ open-ended questions, which are a great tool to use in conjunction with closed-ended questions to gain a better understanding of participants’ thoughts or feelings around something specific.

For example, we may give a participant a list of new technologies and ask them to pick which one has been most transformative to their industry in the past year; this is an example of a closed-ended question. Next, we may follow up that question by asking, “Why did you choose this technology?”; this is an open-ended question where the respondent can provide an a-text answer where they can type whatever they found to be the most important or influential factors in their selection.

Online surveys are an important tool in research that can be utilized across industries and applications. Whether you’re looking for new insights to build into your brand strategy, testing different messages, or aiming to get more media coverage around trending topics, research shouldn’t be forgotten as a powerful and effective tool in the toolbox. Almost every methodology around products and services talk about the importance of having inbound information to define overall strategy and also specific tactics.

In MARKETCROSS we dream to have always market information to deploy your PR activities. Sometimes you can. Sometimes don´t. But we always try to understand our makret, because, at the end of the day, we are working for our clients.