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Customer Surveys

Insight Driven Marketing – Customer Surveys

Customer insights are the foundation of your marketing strategy.

There is no better place to gain valuable insights than directly from your customers and one of the ways to do this is through customer surveys.

While there are many methods used to uncover useful customer insights, customer surveys provide a more quantitative, robust and comprehensive data set that can guide your marketing strategy and implementation.

Unlike isolated feedback from one or two people or a small group, customer surveys deliver a broad overview.

Customer surveys highlight emerging trends and wider issues for customer sectors, groups or markets that business can then look to address. This is where surveys are so insightful, useful and valuable to an individual business.

Customer surveys help you to:

  • Build customer loyalty

  • Satisfy your customers

  • Engage/re-engage your customer with your brand/business

  • Meet your customers needs and desires

  • Increase revenue opportunities

The details uncovered with surveys can help business owners gain an advantage within their sector or market, and answer important questions about their business, such as:
  • Why are sales up or down for a particular product?
  • How is the company brand perceived by its audience compared to competitors?
  • How can customer loyalty be increased?
  • How likely is the business able to succeed with a new target audience?
  • What do customers think of a new or a potential new product?
  • What is driving customer satisfaction / dissatisfaction with existing products
    or services?
  • What can be done to increase conversion rates of marketing campaigns?

Types of customer surveys provided by Synthesis Marketing

Depending on your needs, concerns or present marketing focus, we can help you to uncover the customer insights most relevant and helpful to your business objectives. We provide the following types of customer surveys.

Qualitative Research

Qualitative research relies on methods designed to collect non-numerical data to gain insights. It relies on data collected based on a research design that answers the question “why.” The following methods provide the means to gather qualitative research.

One-on-one interviews

Interviews  are in person and occur between one interviewer and the interviewee. The format of these interviews is typically rather straight-forward, and this style tends to be more of what subjects are expecting when called in for an interview.

Focus groups

This market research method brings together 6-10 people in a room to provide feedback regarding a product, service, concept, or marketing campaign.

Observational research

This research technique involves observing participants and phenomena in their most natural settings. This enables researchers to witness subjects making choices and reacting to situations “in situ”, as opposed to structured settings like research labs or focus groups.

Idea-generation session, or “ideation”

The process of generating ideas on one or more subjects in a creative, open environment. Ideation can be used to uncover new product concepts, as well as to thrash out ways of solving business issues or market challenges.

Quantitative Research

Quantitative research uses methods designed to collect numerical data that can be used to measure variables. Quantitative data is structured and statistical; its results are objective and conclusive. Quantitiative research is gathered using the following methods.

Online surveys

This is created as a structured questionnaire which your target audience completes online, generally through filling out a form. Online surveys can vary in length and format.

Telephone surveys

A method of data collection wherein interviewers contact respondents via telephone to conduct an interview by asking the respondent a list of different questions from a questionnaire.

In-person surveys

Interviewers interact directly with the survey population. Projects for which this option would make sense include intercept interviews with clients at their point of service and local neighbourhood surveys.

Mail surveys

Postal service-delivered questionnaires that are distributed to specific population samples. Targeted respondents are requested to complete the questionnaires and return them by mail (an addressed prepaid reply envelope is usually included).

In-store intercept surveys

A team collects survey data on-site. Typically, this includes having one to four survey interviewers ask customers to complete a survey via a tablet.

Better business through smarter marketing