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  • Writer's pictureKristin Harper

Using Surveys in Marketing Can Lead to Better Business Decisions

Surveys in Marketing

Why surveys in marketing are essential to businesses

Getting accurate, up-to-date insights into customers is essential for any business. Without this information, effective strategies cannot be developed to lead products or services successfully through the development, launch, and post-launch optimization phases. This is why marketing research plays a crucial role in informing companies of what works best for current customer needs, values, and preferences to successfully meet their objectives. Surveys in marketing are often the most efficient way to conduct this type of research as they provide an opportunity to gather data from large groups quickly and accurately – leading to more informed decisions that can increase revenue growth over time. In this blog post, we will explore how they are implemented, how marketers use them effectively, and some best practices around the design so your teams can apply them correctly in their own projects.

What is Marketing Research and Why is it Important

Marketing research refers to the process of gathering and analyzing data related to a particular product, target consumer group, or industry. Market survey research allows companies to gain a deeper understanding of consumer sentiment, behaviors, trends, and interests. Market survey results are critical for successful business decisions in today's competitive marketplace. Surveys in marketing are key for producing reliable insights that can be used to identify potential new products or services, determine appropriate pricing and distribution channels, refine marketing communications, measure customer loyalty and satisfaction, and develop competitive strategies. With better information about consumer needs and preferences and having access to a wealth of data points on the market, companies have better control over their investments in product development and marketing campaigns. Ultimately, market surveys are essential for assessing potential risks and opportunities so that companies can move forward confidently with informed decisions.

Why Surveys are an Effective Tool for Market Research

Market survey research is an important tool for customer engagement, product development, and brand awareness. By gathering feedback about services, products, and other aspects of their customers’ experience, companies can better understand customer needs and refine business operations accordingly. Understanding their needs also allows companies to differentiate product offering and keep up with demands in the market. With research-based insights also comes improved customer service as companies can resolve issues more efficiently, and potentially avoid issues altogether. Therefore, surveys are a powerful tool to help companies get a better understanding of the consumers’ requirements and make informed decisions.

Types of Marketing Surveys and Their Benefits

Delving into the realm of marketing surveys, we are introduced to a variety of market survey research types that serve different purposes. Each offers unique benefits in understanding consumers, their preferences, and the overall consumer landscape. With market research surveys built upon questionnaires catered specifically to the individual needs of each business, the resulting data can be invaluable in guiding a company’s decision-making process toward success.

Brand Awareness

One such type is brand awareness, which measures how well customers recognize and recall a brand, empowering companies to calibrate their advertising and promotional activities accordingly. This comprehensive analysis involves collecting data through a series of questions aimed at understanding the customers' familiarity, associations, and overall impression of the brand.

The benefits of conducting a brand awareness survey are multifold, as it allows companies to identify their strengths and weaknesses, track the effectiveness of their marketing campaigns, and stay competitive in their respective industries. Furthermore, insights gleaned from this research enable companies to tailor their communication strategies to better resonate with their audience and ultimately, strengthen their position. A well-executed brand awareness survey serves as a compass that helps steer companies in the right direction and contributes to their long-term success.

Customer Satisfaction

Another popular type is the customer satisfaction, designed to gauge the level of satisfaction and identify areas for improvement in their products or services, directly from the consumers' perspective. This market survey research encompasses various methods, such as questionnaires, interviews, and feedback forms, to collect valuable feedback about customers' experiences, expectations, and preferences.

Some of the benefits of conducting customer satisfaction research is fostering positive relationships, boosting retention rates, and ultimately contributing to a company's growth. The analysis of responses gathered can give companies insightful knowledge, enabling them to optimize their offerings, address concerns, and tailor their strategies accordingly to enhance the overall customer experience. These satisfaction surveys are a crucial step in ensuring that companies are consistently meeting or exceeding the expectations of their clientele.

Product Testing

Product testing provides invaluable insights into consumers' opinions on new or existing products, aiding in successful launches and improvements. By utilizing carefully constructed questionnaires that evaluate various aspects, such as functionality, usability, and overall satisfaction, companies can capture real-world experiences of their target audience.

The benefits of this type of market survey research are numerous, as they not only help organizations identify areas that may require improvement but also facilitate the development of innovative solutions to address these concerns. This approach allows for more informed decision-making in design and marketing strategies while ensuring that customer needs remain at the forefront of company priorities. Product testing surveys contribute significantly to enhancing quality, building consumer trust, and sustaining long-term success in competitive markets.

Concept Testing

Similarly, concept testing assesses the feasibility and appeal of a product or service, helping businesses fine-tune their offerings before making substantial investments. This methodology involves collecting feedback from a target group of consumers, which enables organizations to make data-driven, strategic decisions about the development and launch of their offerings.

One notable benefit of conducting a concept test is the ability to predict challenges, demand fluctuations, and identify gaps, which ultimately helps businesses mitigate risks, optimize their resources, and improve the odds of in-market success. Additionally, by looking at the analysis of garnered insights, organizations can refine their marketing efforts to match consumer expectations and preferences, leading to improved satisfaction and overall brand success. Therefore, concept testing plays a crucial role in ensuring that businesses stay relevant and competitive in an ever-evolving marketplace.

Market Segmentation

Finally, market segmentation delves into identifying specific subgroups in the market, allowing businesses to tailor marketing strategies accordingly. This type of survey involves gathering information and insights about potential customers, which is then broken down into distinct groups based on shared traits, such as demographics, behaviors, and interests.

By conducting segmentation, businesses can reap numerous benefits, including improved customer satisfaction, increased sales, and more efficient resource allocation. Through the identification of specific segments within the target market, businesses can customize their offerings and communications to cater to the unique preferences and needs of these groups. These types of surveys enable organizations to deliver enhanced value to consumers while simultaneously fostering the achievement of long-term business goals.

Overall, leveraging these different types of market survey research enables businesses to make data-driven decisions, optimize marketing efforts, and ultimately, generate higher growth and long-lasting customer loyalty.

How to Create a Powerful Survey Design

Surveys in marketing have the power to uncover key insights into customer preferences, measure satisfaction and performance, and generate valuable feedback for companies to inform their strategies. To craft a survey that captures this information effectively, it must be designed with precision. As market research experts, we recommend considering factors such as survey length, question type, survey language, response options, and survey goals in order to create an efficient survey that yields meaningful results that lead to informed decision-making. Utilizing best practices of market research survey design will generate impactful and effective outcomes that help fulfill the mission of a business or organization.

Common Mistakes to Avoid When Creating Surveys

When it comes to designing successful surveys for consumers and other key stakeholders, businesses need to be aware of common mistakes that can affect feedback and influence the accuracy and effectiveness of marketing research.

  • Avoid asking irrelevant questions - Too often consumers are asked irrelevant and unrelated questions that won’t help shape an overall marketing, innovation, or go-to-market strategy.

  • Misunderstanding your target audience – Companies should have a well-defined objective when initiating a marketing research process, and recruit the right respondents. If the company doesn’t have a firm understanding of the intended target audience, the audience should have a large enough base size to run an analysis across multiple demographic or psychographic factors and to get more precise on the target audience.

  • Creating a disengaging survey – Failing to produce a survey that is easy to understand, has a logical flow, and is the appropriate length will reduce the risk of turning consumers off, decreasing response rates, and compromising research insights.

Ultimately, strong surveys take considerable effort, time, and expertise. Investing resources upfront and hiring an experienced market research firm like Driven to Succeed, LLC can go a long way in helping businesses rely on accurate information from consumers to inform their marketing decisions.

4 Tips on Maximizing Response Rates and Getting Actionable Insights

Creating a successful process can lead to actionable insights that strengthen a company’s bottom line. While conducting research, there are some key tips for maximizing response rates and using data to drive progress:

  1. Focus survey questions on measurable insights. This gives it purpose, helps you build up a picture of what’s happening with your target markets, and most importantly, can lead to actionable next steps.

  2. Clearly communicate expectations. Ensure you are explaining why their responses and feedback are so important to the success of your project, especially if respondents don’t receive compensation for completing the survey.

  3. Get creative with delivery methods. Surveys delivered through multiple channels increase response rates, so consider online surveys as well as text-based responses, email interviews, phone interviews, or even in-person surveys in some cases.

  4. Always look beyond questions for more subtle types of feedback. The analysis of the responses, along with user behavior data and feedback provided on social media outlets, will help inform decisions. Moreover, adding qualitative research to your plans will provide rich nuanced insights that explain the “why” behind the “what.”

By following these steps, marketers will uncover valuable insights that form the basis for robust marketing strategies.


Through market research, companies greatly benefit from surveying customers and analyzing the data for insights. By understanding customer buying patterns and preferences, companies can ensure their products and services meet the needs of their consumers. Surveys in marketing are an effective tool for gaining vital information about customer sentiments, behavior, concerns, and opinions, which can help identify opportunities for business growth. A good design should include best practices such as using clear and concise questions, providing adequate context, testing the survey before launch, and striving to improve response rates. By avoiding common mistakes such as leading questions or requiring too much information while also aiming to maximize response rates with incentivization strategies or timely reminders, you will get accurate information that translates into actionable insights that your business can use to achieve success.

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Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries.


What is a survey in marketing?

A market research survey is a powerful tool used by companies to determine trends and gain insight into consumer preferences. Knowing the target market and the preferences they have on products, services, or even advertising messages helps companies create successful strategies that convert well with their consumers. Marketing surveys are created to collect intelligence to make better business decisions related to portfolios, promotions, market segmentation, brand positionings, and other marketing-related topics. Through market research surveys, companies can understand their consumers’ needs and develop solutions that are tailored to them. Additionally, surveying can give companies an edge over the competition by utilizing insights in strategic decision-making.

How do surveys help marketing?

Surveys are an essential tool in marketing, as they provide reliable information to inform a variety of decisions. When used effectively, market research surveys can help identify customer needs and trends, assess the success or failure of campaigns, determine preferences for products and services, understand sentiment about brands and organizations, measure customer satisfaction with existing products and services offered, and much more. This information helps marketers to accurately target their consumers better with appropriate messaging that resonates with them. It also enables marketers to monitor industry-wide trends so that they can evolve their strategies accordingly. Even small details can help marketing teams adjust their strategies in order to derive maximum value from different channels.

What is the purpose of surveys?

Market research surveys are fundamental to the marketing process; they provide invaluable insights into customer and market demand, which in turn, informs objectives. Market research surveys have become increasingly sophisticated, encompassing a range of data collection methods, such as visual tools, online surveys, and interviews. By exploring customer attitudes and opinions on a product or service, marketing teams can better understand the business landscape with detailed information not otherwise available. Additionally, marketing surveys feed into product development by uncovering customer requirements that may be necessary for the success of a particular product. Ultimately, marketing surveys allow organizations to obtain critical insights which shape their marketing strategies and drive them toward success.

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