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Online Surveys Are A Powerful Business Intelligence Tool

Corporations have been slow to tap into their customers for product ideas and feedback. Customers are often very knowledgeable about products they use and often have ideas for improving a product or website that a company may not have thought of. Online surveys are a great way to gather substantive information about your customers??? opinions, preferences and contact information. That???s just the kind of data that can give you a step up on your competition. Because of that critical need, your organization might already use time-tested paper-based survey. If you???ve gone this route before, however, you already know???and probably aren???t eager to expend again???the amount of time, money and human resources needed to design, layout, print, mail or deliver, recapture, process and tabulate the responses to a large survey distribution.

Online surveys, like their traditional counterparts, are akin to questionnaires, though they may range from just a few to scores of questions. While polls are suited for quick, easy quantitative data collection, surveys are better suited to qualitative data gathering, where more in-depth information is required. For example, surveys are better suited toward determining nuances such as preferences, habits, or multi-layered opinions. Often, surveys request respondents to provide follow-up contact information. Intended to elicit more in-depth information from respondents than simple polls, online surveys generally go beyond ???yes/no??? responses. Complex surveys might even integrate Boolean logic into their structure so that answering certain questions a certain way leads a respondent to subsets of additional questions that are specific to that given answer. Thus, surveys are rich sources of business intelligence. Online surveys are less expensive, more efficient, and carry less overhead than traditional paper surveys. Properly formulated, they provide faster, more accurate data from a larger percentage of respondents than do similarly formulated paper surveys. They can also fit a niche that complements rather than replaces traditional methods???you don???t have to scrap what???s already working for you if you???re satisfied with its results.

Respondents also perceive online surveys as less of a hassle to participate in, and they know that their response will be immediately tabulated and visible to them. That provides an instant reward for their time and input. That???s also great customer service! When a respondent participates in your poll, the implied question the respondent is asking you is, ???what???re the results of the survey.??? Do you really want to keep a customer waiting with an answer to a question? If they didn???t care, they wouldn???t participate in the poll in the first place. Online surveys immediately reward the participant with up-to-date results, and that feature satisfies the implied question and helps establish trust.

There are many online survey solutions providers that offer low cost online survey tools which are a great way to test the waters on your website. If you???re new to surveying or don???t have much of a budget for surveys, Vovici???s ???entry level??? product SurveyNow offers prewritten survey templates that make it not only economical but also very easy to put a survey together and have it up and running on your website or blog.

According to the Harvard Business Review, surveyed customers are 300% more likely to open a new account and on the whole are more profitable over time. If you???re looking to improve your websites bottom line, online surveys belong in your online marketing toolkit.

Mary Song is CEO of Search Engine Internet Marketing (SEIM, Inc.), a search marketing firm specializing in real estate, travel and politics. A veteran of online marketing, Song combines her unique knowledge of real estate, travel, politics and entrepreneurial skills with her online marketing background to shape SEIM???s search marketing strategy and services. She was the founder of Rent101.com one of the founding companies of Homeaway, became their director of SEO / SEM and was promoted to Global Search Strategist prior to leaving to start SEIM, Inc.

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