Industry surveys are a staple in the marketing programs of most consultants, but they are time-consuming to design and execute. The Alterra Group, which focuses exclusively on the unique needs of professional services marketers, offers some interesting insights on getting the most mileage from survey research.
To guide your thinking on how to make survey research pay off, the firm just published a short piece, Ten Ways to Boost the ROI of your Survey Research. My attention was drawn to their advice about hypotheses and stories, which are two elements many people struggle with. The authors warn against making your survey’s hypotheses so broad that you can’t cover the topic, or so narrow that it’s hard to uncover interesting findings.
They also urge us to look for the story in the research, instead of just focusing on the data. Devising a compelling narrative for your survey findings may take longer than simply regurgitating facts. But a story will open doors more quickly and your audience will be more receptive.
For a great refresher on maximizing the value of your survey research, follow this link to have a look at the rest of the article.
