Humans are social creatures. We crave interaction and relationships with others, and in a high-tech society, those interactions are getting fewer and farther between. That's why when it comes to surveying, it's always better to go the conversational route. It may seem that easy, internet surveys are the way of the future, but choosing this type of survey may come at a cost: losing out on the real, actionable data that gets you where you need to go as a company. It may not be futuristic, but when conducting surveys, people beat tech every time.
E-Surveys Are Simpler, Right?
We know online or email driven surveys are easy to create and distribute, and at times they may gather lots of data. However, the question becomes: What kind of data do email surveys gather? Are you so sure that your consumers are invested in giving the right answers, especially when they are asked to complete a new survey with every click and purchase?
Think back to the last time you participated in an online survey. It may have been mere minutes ago. Were you invested in giving the right answers? Or did you just click through until you got to the video you wanted to watch or article you wanted to read? Chances are, no matter what the incentive, your answers were just a means to an end with little thought to the information you were providing. Is that the kind of data you need to make decisions in your company?
Missed Populations
On top of the oversaturation of internet surveys, you could be missing vital consumers. Even in our technologically-dependent culture, not every demographic is plugged-in all the time. With e-surveys you could be missing a significant portion of your base. Senior Living Alliance serves companies and communities that need to gauge a population of seniors already living in assisted or personal care situations; their internet use could be called sporadic at best. Even if you do use web surveys, adding phone interviews to your assets could be a great way to fill in the gaps in your data.
Personable Surveys
The advantages of market surveys via phone interviews are many. When designed correctly a phone interview will generate valid, actionable data through smart questions, well-trained interviewers, and well-timed calls. Also, having a person on the other end of the line, helps the person being surveyed connect and empathize with the company. They feel validated by having someone respond, and seem interested in what they have to say.
In-person surveys also allow respondents to easily elaborate on the subject, giving you better data and more actionable responses. Moreover, the interviewer can interpret connotation and tone to help bring life into the responses. Or if the answer was entirely off-base or confusing, the interviewer has the opportunity to clarify with the respondent – in real time. An option never available with other survey modalities. The interviewer also has the ability to “drill-down” on identified issues, to give even more structured and relevant feedback from the consumer.
Finally, the interview can end on a warm and friendly note with a sincere thank you, not a pop-up screen. This leaves the consumer endeared to the interaction, feeling better about having taken the time to respond in the first place.
Choose People Every Time
It may be simpler to send out a survey into the ether, but it might not be smarter. Well-designed, people-driven surveys can help you find out what your consumers truly think of your company, community, or product. When looking for the right answers and actionable data, people beat tech, every time.