What are the best ways to identify new market opportunities through surveys?

Al definir objetivos para una encuesta, aplica la metodología SMART: específicos, medibles, alcanzables, relevantes y temporales. Por ejemplo, si el objetivo es mejorar la percepción de la marca, las preguntas deben medir aspectos concretos de la experiencia del cliente que puedas actuar. Además, segmenta a tu audiencia para dirigirte a quienes puedan proporcionar los insights más valiosos. Usa la información recabada para ajustar tu estrategia de marketing, como refinar el targeting o personalizar mensajes. Evita preguntas que no contribuyan a estos objetivos para mantener la encuesta enfocada y respetar el tiempo de los participantes.

Puedes a?adir una sección en la encuesta, en la cual consultes sobre los bienes o servicios complementarios y sustitutivos de los qué tu empresa produce. Además de quiénes son sus proveedores favoritos de esos bienes. De esta manera tendrás una visión, un poco más clara a futuro, de rutas por las cuales puedes expandirte o iniciar nuevas líneas de negocios vinculados con el tuyo. Recuerden que los bienes complementarios, cómo ense?a la economía, son aquellos cuya demanda de da al mismo tiempo como fruto de la compra de uno de ellos, por ejemplo la venta de salchichas, incrementa la venta de pan.

Desde mi experiencia, la mejor forma de identificar oportunidades es escuchar a los clientes y potenciales clientes sin sesgo. Muchas veces, se abordan investigaciones partiendo de ciertas premisas y solo se intenta verificar que eso es cierto. Es allí cuando se pierden las verdaderas oportunidades. En cuanto a técnicas concretas, el social listening es muy buena porque captura las conversaciones naturales. Las sesiones de brainstorming, comités de expertos, focus group y observación directa del comportamiento son las más adecuadas para estos objetivos. Recuerdo que en Coca-Cola se hacía “a day in the life…” y en Unilever se accedía al armario y los artículos de tocador de chicas jóvenes para entender que compraban y como lo consumían.

In my little experience, crafting targeted and insightful survey questions is paramount. By aligning questions with specific business goals, you ensure that the data collected provides actionable insights rather than generic responses. Secondly, leveraging diverse survey channels is also crucial for reaching a broader audience. Utilizing online, social media, and email surveys, you maximize the potential for varied perspectives. This approach enhances the quantity of the responses and also captures a more comprehensive view of market trends.

Having clear objectives before creating any survey is the key to success. What do I want to understand, how do I phrase/present the questions in a way that is simple to complete to gather useful feedback. I prefer striving to gather both quantitative and qualitative feedback, this means that you can present data, but also underpin with statements/the voice of the customer. The next thing to consider is how to use that data/information. You may find some surprises, it is about understanding the information to then utilising it effectively to inform on marketing strategy.

Para complementar, las encuestas de seguimiento post-compra pueden revelar el éxito del proceso de venta y postventa, identificando áreas de fortaleza y oportunidades de mejora. Utiliza las encuestas de abandono del carrito de compras para entender por qué los clientes no completan sus compras y qué se podría hacer para recuperar esas ventas perdidas. Por otro lado, las encuestas de NPS (Net Promoter Score) son valiosas para medir la lealtad del cliente y predecir el crecimiento empresarial. Integrar las respuestas de las encuestas con herramientas analíticas avanzadas puede proporcionar perspectivas más profundas y ayudar a predecir tendencias y comportamientos del consumidor.

Esse é um ponto crucial e que pode influenciar bastante, ent?o é importante estar atento aos termos, estímulos, formato e ordem das perguntas para que n?o existam respostas influenciadas por algo. Por exemplo um top of mind tem uma resposta diferente de uma lista estimulada, ent?o muita aten??o nos objetivos para conseguir as respostas mais adequadas.

Ethnomarketing stands out as one of the most effective approaches for uncovering new opportunities through customer listening. This marketing listening process draws inspiration from ethnographic methods, allowing a laser focus on the specific behaviors and needs of consumers in real-life situations—be it at the point of sale or in their homes. This approach goes beyond the narratives presented in traditional quantitative and qualitative studies. It relies on a precise and detailed grid for listening and observation: topics spontaneously raised by the customer, expressed needs, encountered challenges, satisfaction and dissatisfaction criteria, covered and uncovered needs, and loyalty

Define Your Research Objectives: Clearly articulate what you want to achieve with your survey. Are you aiming to measure customer satisfaction, gather feedback on a new product, or identify emerging market trends? Having clear objectives will guide your question design and survey methodology.

When crafting a survey, I love partnering with my product partners to understand the main research objectives. Are we taking the time to understand sentiment on the new feature? Are we trying to gather qual commentary on the latest ideas? Are we trying to see significant excitement in a specific area?

Al formular preguntas para tu encuesta, emplea un lenguaje neutro para evitar sesgos en las respuestas. Incluye opciones de escalas Likert para medir actitudes y percepciones con precisión. Asegúrate de que cada pregunta persiga un único aspecto para evitar confusiones. Considera la posibilidad de preguntas de seguimiento condicionales basadas en respuestas anteriores para profundizar en temas específicos sin sobrecargar a todos los encuestados con preguntas irrelevantes. Y no olvides realizar pruebas piloto de tu encuesta para validar la claridad y el flujo de las preguntas.

Uma estrutura de pesquisa pode trabalhar muitos formatos como perguntas abertas, estimuladas ou em escala de preferencia (likert), além de perguntas que criam um afunilamento de respostas. O importante é criar dentro de uma metodologia e linguagem que o público alvo consiga compreender e que ele n?o desista ou ache complexo.

Hier ist Fingerspitzengefühl wichtig und es kommt auf die Zielgruppe an. - Zu lange und offene Fragen, wird die meisten dazu bringen die Befragung abzubrechen. - Die Fragen müssen neutral sein, damit die Teilnehmer nicht beeinflusst werden. - Nicht zu viele Fragen oder Fragen die sich inhaltlich ?hneln / wiederholen. - Ein Fortschrittsbalken, so dass die Teilnehmer immer wissen wo sie stehen. Es ist von Vorteil wenn der/die Befragte weiss wie lange die Befragung dauert und wie viele Fragen es noch sind.

Try to limit the number of questions to the 'core' questions. Essentially there are 3-5 questions that really get you what you need and ignore the questions that you want.

Al seleccionar el tama?o y método de la muestra, ten en cuenta la heterogeneidad de tu población. Si tu población es muy variada, necesitarás una muestra más grande para capturar todas las variaciones. Considera métodos de muestreo estratificado para asegurarte de que todos los subgrupos estén representados. También es importante ajustar el tama?o de la muestra para estudios longitudinales o para pruebas A/B, donde las comparaciones directas serán cruciales. Además, al usar muestreo aleatorio, asegúrate de que cada individuo tenga la misma probabilidad de ser seleccionado, lo que aumenta la validez de tus resultados.

Picking who to invite is key! Think of setting up your survey like planning a small get-together. You want to invite just enough people to represent your target market - not too few that you miss out on different views, and not too many that it's overwhelming. You could go random, like drawing names from a hat, or be more specific, like inviting people from different groups for variety. How you send out invites depends on where your people are most likely to see them. It's about creating the perfect guest list to ensure your survey party gives you the real picture of your market.

A amostra é um fator importante pois é a partir do volume principal que será possível fazer filtros de perfis, comportamento e outros de acordo com a sua necessidade. Quanto maior a amostra menor é o índice de erro, mas isso precisa ser equilibrado com a quantidade de perguntas.

It’s always a good idea to pilot test your survey with a small group before going ahead with the target sample size. The pilot group should be representatives of your target group. This way, you can test the effectiveness of your survey before conducting the actual survey.

The size of your sample will determine the accuracy of your results. A larger sample size will generally produce more accurate results than a smaller sample size. However, a larger sample size will also be more expensive and time-consuming to collect data for. Therefore, you need to find a balance between accuracy and cost/time when choosing your sample size.

Al analizar los resultados de una encuesta, incorpora métodos de visualización de datos como gráficos de barras, líneas o dispersión para identificar tendencias y patrones. La utilización de técnicas de minería de datos puede descubrir relaciones ocultas y segmentos de clientes no reconocidos previamente. Considera realizar análisis de texto en respuestas abiertas para detectar temas comunes o preocupaciones. La triangulación de estos resultados con otros conjuntos de datos puede reforzar la validez de tus hallazgos y ayudarte a tomar decisiones basadas en múltiples fuentes de evidencia.

To effectively analyze survey results, start by organizing the data, categorizing responses, and identifying trends or patterns. Use statistical tools or software for quantitative data, and manually review open-ended responses for qualitative insights. Comparing results to initial hypotheses or benchmarks can provide valuable context. Finally, present findings in a clear, visual format to facilitate decision-making and share actionable recommendations.

Clean and prepare the data: Ensure your data is accurate and ready for analysis. Descriptive statistics: Summarize the data using measures of central tendency and dispersion. Inferential statistics: Draw conclusions about the population based on sample data. Cross-tabulation: Examine relationships between variables using tables. Data visualization: Present data visually to identify trends and patterns. Interpretation and reporting: Summarize findings, draw conclusions, and make recommendations.

In my experience, innovative methods like Multidimensional Scaling (MDS) and Latent Class Analysis (LCA) are great for uncovering patterns in survey data. Structural Equation Modeling (SEM) helps explore complex relationships, while Text Mining with Natural Language Processing (NLP) effectively analyzes open-ended responses. Additionally, Machine Learning algorithms like Random Forest or Neural Networks reveal trends and hidden patterns, enhancing traditional analysis techniques.

Esto implica evaluar la alineación con los objetivos y el impacto en la diferenciación y posicionamiento en el mercado. Además, es crucial medir los resultados de las acciones de marketing para asegurar que la propuesta de valor se comunica efectivamente y resuena con los clientes potenciales.

Both open-ended and close-ended questions used in surveys do not only provide the company with customer feedbacks, they reveal your competitor's strengths and weaknesses and also help identify some unmet customer needs. Customers can best tell about their experiences with a brand through surveys, which can provide valuable marketing insights and highlight some opportunities in the marketplace. A well-structured questionnaire without double-barrelled or leading questions can help prevent getting bias answers from respondents via online, telephone, mail or in-person means.

Les avantages concurrentiels clés mis en évidence par l'enquête devraient retenir l’attention : les développer, les renforcer pour renforcer la position de l'entreprise sur son marché.

2 Key surveys I care about: - product surveys to get customer insights to leverage for growth initiatives - attribution survey (at point of purchase) to see what marketing efforts are driving the most engagement and sales

The best way to identify new market opportunities through surveys is to ask open-ended questions that explore pain points, unmet needs, and emerging trends. This approach allows respondents to provide valuable insights without predefined constraints, uncovering hidden opportunities that quantitative data alone may miss.

Identifying new market opportunities through surveys involves strategic planning and execution. Surveys can provide valuable insights into consumer needs, preferences, and trends. In my experience, it is helpful to define clear Objectives. For instance, before designing your survey, be clear about what you want to learn. This could be identifying unmet needs, gauging interest in a new product idea, or understanding market trends. I feel that the effectiveness of surveys in identifying new market opportunities largely depends on how well they are designed, executed, and analyzed.

Factors to be considered before choosing between Qualitative and Quantitative approaches to the market research survey : Project Objectives - Based on the research goals of exploratory analysis(Qualitative) or confirmatory analysis (Quantitative) Data Depth vs. Breadth - Qualitative provides depth, while quantitative provides breadth in terms of data coverage. Budget and Time Constraints - Qualitative research is often more time-consuming and resource-intensive than quantitative research. Nature of the Research Question - Some questions are better suited for open-ended exploration (qualitative), while others require numerical measurement (quantitative).

Identifying new market opportunities through surveys involves careful planning, execution, and analysis. In my experience, it’s important to target the Right Audience. For instance, make sure your survey reaches the right demographic. The responses should come from a representative sample of your current customer base or the target market you are considering. I think that surveys are just one tool in market research. Combining survey insights with other forms of research, like market analysis, competitor analysis, and trend reports, can provide a more comprehensive view of new market opportunities.

It is also wise to define the demography of the survey sample you want to use. This helps in giving practical data which could be used to make informed decisions.