brand tracker

How Pollfish Clients Use Our Brand Tracker and Polling Trackers to Meet Business Goals

How Pollfish Clients Use Our Brand Tracker and Polling Trackers to Meet Business Goals 

brand tracker

Running a brand tracker and other polling trackers is essential to keeping a constant oversight of the perceptions of your company. Understanding the views of your target market will help you both conceive and execute a variety of business campaigns. 

Pollfish clients run trackers throughout the year to track everything from their brand awareness to consumer loyalty and a variety of other matters. 

That’s because when it comes conducting market research, understanding your customers is one of the most important benefits, as it helps drive the success of a variety of business goals. Aside from understanding their needs and habits, it is just as crucial to understand how your customers view your brand in particular.

That’s where brand and other polling trackers are especially useful, as they allow you to discover how your target market views various aspects and news of your brand, along with unearthing whether they know about its existence in the first place.

This article provides firsthand information on how clients of the online market research platform Pollfish use brand trackers and other polling trackers to meet their business goals. 

Brand Awareness and Usage of a Streaming Platform

One of Pollfish’s major clients is a global audio streaming and media services provider. This platform used Pollfish brand trackers to conduct global market research. The client's intent was to track brand awareness and usage of their platform in five countries.

Specifically, this client sought to uncover trends throughout different days, months and even years and then use those trends to compare with the ads that were being run in specific regions. 

The streaming platform used the Pollfish brand trackers on a daily basis, seeking to uncover how well residents of the five countries were aware of the streaming platform and how often they used it. 

The company has been running the tracker for half a year as the main instrument in assessing brand awareness and usage.

Brand Awareness and Physical Visitation of an Immersive Arts Production Company

An art production company that creates immersive, multimedia experiences for audiences of all ages, relied on the Pollfish brand tracker to trace both brand awareness and the visitation of its physical exhibitions in different states across the US.

The client has continuously used this tracker to see trends across months, using this information to compare to ad expenditure. As of today, they have run the tracker for one year. 

The outcome of using this tracker involved leveraging data on brand awareness to understand how ad expenditure is working in certain locations. 

Consumer Behavior and Purchasing Decisions of the Condiment Company Kalsec

Kalsec, a US-based food manufacturer that produces condiments, has been running global trackers on Pollfish since 2019. The company has used polling trackers to observe customer behavior, with a particular analysis on purchasing decisions, as they sought to understand their consumers’ decision-making on the purchase of spices and other flavorings.  

Kalsec used our trackers to review year-over-year trends to understand their consumers and aid in their own decision-making processes. 

brand tracking

Running the trackers in 14 countries, Kalsec investigated the awareness of its brand, along with consumer preferences of their products through a global lens. In doing so, the condiment company was able to compare how awareness and preferences panned out across various countries. 

The insights that Kalsec derived allowed the business to make key decisions, specifically those that solidify its stance in the industry as experts and leaders on the topic of hot and spicy flavors. 

In addition, the company chose to leverage the insights for content creation and lead generation. Furthermore, the brand tracker aided Kalsec in internal business decisions on product ideation and development.

Brand Loyalty of an E-commerce Marketing Brand

An ecommerce marketing platform sought to examine the brand loyalty of various brands using the platform. As such, it utilized the Pollfish brand tracker to do just that. Specifically, the platform conducted a consumer behavior study to unlock market trends and steer content initiatives.

Beginning in 2020, the ecommerce company has been analyzing trends relating to consumer spending, along with brand loyalty to specific brands that use the platform year-over-year. 

Running trackers on a yearly basis, the company sought different opportunities to reach its consumers, while it simultaneously measured their loyalty to the platform. 

The tracker also provided the ecommerce platform with insights on consumer behavior, in addition to measuring key metrics to align with internal efforts. 

The Quorum Leverages The Pollfish Platform To Surface Key Audience Insights Into The Film Business

In late 2020, The Quorum, a film industry research firm, turned to Pollfish to create a survey tracker for the purpose of measuring awareness and interest in upcoming film releases. Key to this research has been measuring changes over time through longitudinal surveys

The Quorum has been fielding these studies three times a week for the past 18 months. Results of the surveys are available for all to see on The Quorum's website.

brand tracker

Primarily created as a resource for movie fans, the resulting data has become a valuable resources for the studios and streamers as a way of measuring the health of a film's marketing campaign. 

"We are in the field five days a week. In deciding on a data partner, we were looking for a platform that would allow us to maintain complete control over the writing, programming, and fielding of our studies in a frictionless environment. We were immediatley sold once we saw the robust and intuitive Pollfish interface. Eighteen months and hundreds of surveys later, we have no regrets about the decision to work with Pollfish.” 

- David Herrin, Founder, The Quorum

This research has resulted in numerous insights into consumer behavior and attitudes about individual films and the theatrical business as a whole. This has proven to be especially valuable in understanding an industry that has seen immense disruption from the pandemic.  

The Quorum’s specific objectives with their tracker usage centered on assessing movie awareness over time and determining how the industry has been changing. In addition, the company has been striving to eventually monetize its website by selling its data to studios.

This data is available to the general public, though a market has emerged in licensing the data to studios and streamers. This has become one unexpected monetization model for the tracker.

Brand Awareness and Health of a Condiment Company

Another condiment company has been using the Pollfish brand tracker to keep track of brand health and awareness. Starting in early 2020, the consumer packaged goods company has run a quarterly tracker to track condiment awareness and usage of the products in different cities.

This company has continued relying on the Pollfish tracker, as it allows them to track brand usage and awareness over time in specific, local markets.

Running quarterly, the goals of this tracker include being able to:

  • Understand how the company’s brand image stacks up against its competition in its key markets
  • Decipher whether its awareness and usage is increasing or decreasing

The tracker has allowed the condiment company to understand the trajectory of its brand perception within its target market and determine how it aligns with other marketing efforts.

Keeping Constant Track of Your Brand

Brand perception shifts with the seasons and the times. What remains constant is the need to satisfy your customers, maintain a healthy brand reputation and grow your brand equity

As such, you need to keep track of your brand, whether it's for gauging your awareness, reputation, demand or other concerns. 

To do so, you’ll need to opt for an online research platform that makes it easy to run polling trackers. This way, you will be able to collect all your necessary data from the right respondents in a short window of time. 

As such, choose a survey platform that features artificial intelligence and machine learning to remove low-quality data and offer a broad range of survey and question types.

It should include advanced skip logic to route respondents to relevant follow-up questions based on their previous answers. 

Most importantly, it should allow you to survey anyone.  As such, you’ll need a platform with a reach to millions of individuals, along with one that offers the Distribution Link feature. 

This feature will allow you to send your survey to specific respondents, rather than simply deploying surveys across a network. 

With a market research platform that offers all of these capabilities, you’ll be able to survey your audience and run quality trackers whenever you wish.


a/b test results

How to Benefit from Pollfish A/B Test Results & Exports

How to Benefit from Pollfish A/B Test Results & Exports

a/b test results

There are various ways researchers can benefit from Pollfish A/B test results and exports, as the Pollfish platform supports different A/B testing capabilities. These include both monadic A/B testing and sequential A/B testing

At Pollfish, we’re thrilled to offer product features that exist outside the span of surveys alone, allowing our platform to deliver a truly all-encompassing market research experience. As you know, there are all kinds of market research techniques, which include both primary and secondary market research. 

You can form primary market research campaigns via surveying your target market, or by creating A/B tests on any topic of your choice, whether it is for an ad campaign or product development.

It is therefore no surprise that 77% of companies use A/B testing on their website and 71% of companies do so monthly. 

This article explains how to use and benefit from A/B testing results and exports on the Pollfish platform. 

A/B Testing Results Dashboard 

Both the Monadic and Sequential A/B testing results are displayed in separate blocks in the Pollfish dashboard. There, researchers can preview the contents of each A/B testing campaign. 

You can use concept shortcuts to filter the results page, isolating the concepts’ audience, along with the question information you seek. While navigating down the questions included in the A/B test, the concept shortcuts remain sticky so that you can access their content easily.

a/b test results

Each question included in a Monadic or Sequential A/B test is presented with concept attributes that accompany the question. You can switch the view of the question results, between concept-focused or answer-focused tables, wherever applicable.

To assist you in simplifying the results of Likert scale questions, our report comes from the Top 2 Box score and Bottom 2 Box scores, which are at the Single selection and Matrix Single selection questions. These are in both the tables and the charts. 

The Top 2 Box score is the sum of the number of responses that originate from the first two answers, whereas the Bottom 2 Box score is the sum of the number of responses that are derived from the last 2 answers.

a/b testing results

Slider and numeric open-ended questions are presented with a box plot diagram, per concept.

A boxplot is a standardized way of displaying the distribution of data based on a five-number summary (“minimum”, first quartile (Q1), median, third quartile (Q3), and “maximum”). It shows you about your outliers and what their values are. 

It can also reveal if your data is symmetrical, how tightly your data is grouped, along with if and how your data is skewed.

a/b testing

A/B Testing Exports

All A/B test exports come through with concepts’ information. 

Concept information is included in the form of PDF, Excel, CSV and SPSS exports. In the near future, Pollfish will include concepts in an export of Crosstabs.

Recently, Pollfish has added a new type of Excel export, the Comparison export, in which you can view and compare statistics on different questions for all the concepts side by side. This file is available once the A/B test gets completed, and is offered with post stratified data if applicable.

The Top 2 Box score is also available in the exports section for Single and Matrix Single selection questions. 

a/b test exports

If you have an Elite plan and use a BQ integration, you will receive the concepts’ information for each response, from the data you export.

Driving the Best A/B Testing Campaigns

A/B testing campaigns help drive the success of all kinds of business campaigns, whether they are product, ad, or topically focused. In order to reap the benefits of A/B tests, you’ll need a platform that offers optimal A/B test exports and results.

You’ll also need to refer to other considerations when choosing a strong online market research platform. These include selecting a top-tier mobile-first platform, as the mobile space continues to dominate and no one wants to participate in research campaigns on a poorly constructed mobile environment.

Your market research platform should also offer artificial intelligence and machine learning to disqualify low-quality data and offer a broad range of survey and question types.

Additionally, it should also allow you to reach anyone. As such, you’ll need a platform with a reach to millions of consumers, along with one that offers the Distribution Link feature. This feature will allow you to send your survey to specific consumers, instead of solely deploying them across a vast network. 

With a market research platform that offers all of these offerings, you’ll be able to continuously measure and improve on a wide variety of business campaigns, including sales and marketing and beyond.


Van Westendorp pricing meter

Pricing Your Products the Right Way with the Van Westendorp Price Sensitivity Meter

Pricing Your Products the Right Way with the Van Westendorp Price Sensitivity Meter

Van Westendorp price sensitivity meterThe Van Westendorp Price Sensitivity Meter is an essential market research tool for determining the price of a new product or tweaking that of an existing product. 

It allows businesses of varying sizes and industries to set the proper price of their offerings, one that is in line with customer expectations. After all, pricing is a key aspect of a product’s success.

When it comes to the success of a product or service, everything comes second to price. While this may appear to be an exaggeration, it rings true, especially during the pandemic. Consumers are now more price-conscious than ever before. 

In fact, 45% of consumers switched brands to save money in the past year. Consumers are well aware of any signs of inflation, as 77% of consumers have noticed higher prices and over half of consumers are shopping at multiple businesses to find the best price — 53% of customers research multiple stores in search of the best price, specifically.

Fortunately, although it is only February, we’ve got another feature making the rounds on the Pollfish online survey platform. The Van Westendorp Price Sensitivity Meter enables researchers to research customers’ willingness to pay for products and services.

This article explains what the Van Westendorp Price Sensitivity Meter is, its importance, what it is like on Polllfish and more.

Understanding the Van Westendorp Price Sensitivity Meter

Also called the Van Westendorp Price Sensitivity Analysis (PSA) in addition to the Price Sensitivity Meter (PSM), this is a pricing model that provides data for decision-making in regard to consumer price preferences. As such, it is used to determine customers’ willingness to pay a range of prices.

In doing so, it helps conclude the prices that your target market deems acceptable, too high, too low and optimal. 

The PSA entered the market research sphere in 1976 by the Dutch economist Peter Van Westendorp. This approach is still in use throughout the market research industry, particularly for product development and to aid pricing strategies. 

The meter itself is a visualization in the form of a graph, which presents ratings on price and value from customers. This data is presented by way of responses to survey questions that focus on the prices of different products and services.

This way, researchers and business owners can understand whether their pricing is too high or too low.

The Importance of the Van Westendorp Price Sensitivity Meter

The Price Sensitivity Meter is important on a number of accounts.

First off, it clearly lays out a wide range of price points in relation to how customers feel about them. As the introduction proves with several statistics and editorial sources, pricing is one of the most of not the most important factors when it comes to product success.

Consumers are more conscious than ever due to inflation and other economic downturns brought about by the Covid-19 pandemic. What makes sense to business owners or product marketers does not always align with the expectations and customer buying behavior of customers. 

Therefore, businesses should always stay in the know of their customers and this applies to their thoughts, hopes and aversions to different price ranges and points. The PSM is an easy way to access this necessary consumer sentiment.

Van Westendorp price sensitivity meter

When it comes to going to market, it is crucial to have a deep understanding of how customers value a product and they view its accompanying price. If you don’t, you will certainly disappoint many current and prospective customers, as there will be less of a demand for your product.

In this way, satisfying your customers with good pricing helps you both maintain and increase your customer retention rate along with helping you avoid raising your customer acquisition cost.

While conducting secondary research is a good starting point, it does not provide you with concrete information on your own customers and products, no matter how similar other products in your niche are to yours. Thus, the PSM is a useful tool, as it provides you firsthand information on your own customers and their thoughts about specific prices and products.

The PSA technique is also important, as it is often used during the new product phase, such as in the customer development process to assist you in setting the right price. In this case, the van Westendorp PSM uncovers a potent entry price strategy.

When it comes to established brands and existing products, the PSM will guide your pricing strategy for repositioning a product, or advertising it with new features. In any case, the PSM is a useful tool in gauging price sentiment from your customers and setting the right prices for all your offerings. 

How the Van Westendorp Price Sensitivity Meter Works

The PSA begins with researchers’ using an input, which is respondent data based on questions revolving around products and their accompanying price. 

The researcher will first present respondents with a product or service, which can be just about anything. They will attempt to get the respondents to become familiar with the product or service and then ask them four questions on it. These serve as the basis of the Price Sensitivity Meter, which the research will then input into the PSM chart.

This method involves using a description of the product or service at hand, which can exist as a video, image or audio file, or text. After respondents view this information, they are then asked the four Van Westendorp questions.

Following this, the results of the questions are entered on the Van Westendorp chart. Let’s learn how they appear on the Pollfish platform.

The Van Westendorp Price Sensitivity Meter in Pollfish

Van Westendorp price sensitivity meter

The Pollfish online platform presents the results of the PSA method in the aforementioned chart. The chart is a representation of the cumulative percentage of respondents/price.

The Price Sensitivity Meter appears as the following on the platform:

Price Sensitivity Meter

This chart is the outcome of the PSA approach, showing researchers the price range from the lower bound to the upper bound for the product/service. It also allows them to unearth the “optimal price” point and the “indifferent price point.”

This marks the end of the standard or basic PSM. However, the Pollfish platform offers an enhancement to this market research technique. This is called the Newton-Miller-Smith Extention.

Price Sensitivity Analysis

The NMS extension grants researchers the ability to add additional questions (2 or more) about the likelihood of customers purchasing the products and services they were shown/ asked about.

These questions will appear after the four Van Westendorp ones. They exist as rating scales. For example: “On a scale of 1-7, how likely are you to buy this product?” 

Van Westendorp Price Sensitivity analysis

Ultimately, this extension allows researchers to not only understand customers’ sentiments towards price points, but to ascertain whether they will buy the products or not.

The Van Westendorp Price Sensitivity Meter Survey Questions

These questions remain the same in the PSA model. The following displays these survey questions:questions, which exist as numeric, open-ended survey questions

  1. At what price would you consider the product to be priced so low that you would feel the quality couldn’t be very good? 
    1. Discovers whether a price is too cheap
  2. At what price would you consider the product to be a bargain—a great buy for the money? 
    1. Discovers whether a price is either on the cheaper end or a good value
  3. At what price would you consider the product starting to get expensive, so that it is not out of the question, but you would have to give some thought to buying it?
    1. Determines whether a price is expensive or on the upper pricing echelon. 
  4. At what price would you consider the product to be so expensive that you would not consider buying it? 
    1. Determines whether a price is too expensive or on the upper pricing echelon. 

Forming Optimal Pricing Strategies

Forming an optimal price strategy is difficult; this is compounded when you consider shifting expectations with new seasons. After all, you ought to stand out from your competitors by offering better prices, but also ensure that you’re not selling yourself short.

The Van Westendorp Price Sensitivity Meter allows you to do just that, saving you the guesswork and hesitation in setting prices across all your products and services. What’s best is that it is included in the Pollfish online survey platform. 

Remember, you should use a market research platform that deploys surveys within a mass network of publishers, ones that account for major websites, apps and mobile sites, along with one that also grants you the ability to send surveys your own way.

A strong market research platform will also attract your survey audience with an appealing digital element that leads to your survey and easily grabs users’ attention. In addition, it will partner with publishers who gamify surveys, allowing respondents to gain incentives while playing a game, making the experience far from boring.

You should also opt for an online research platform that makes buying survey respondents a quick and simple process. This way, you’ll collect all your necessary data from the right respondents in a short space of time. 

Additionally, use a platform that features artificial intelligence and machine learning to remove low-quality data and offer a broad range of survey and question types.

It should also include advanced skip logic to route respondents to relevant follow-up questions based on their previous answers. 

Applying an online survey platform with all of these capabilities will empower you to reach any survey audience and gain all of their thoughts on all price ranges, allowing you to form smarter and more effective pricing strategies.

 

 

 

 

 

 


brand experience

Managing and Improving Brand Experience with Surveys

Managing and Improving Brand Experience with Surveys

brand experience

At the heart of every brand lies its brand experience, which not only helps a business obtain its key differentiating factor(s), but is largely responsible for customers’ associations and feelings towards a brand.

This concept also plays a crucial role in brand visibility and brand equity, as it is the experience that shapes visibility and defines a brand’s value for its customers. Experience-driven businesses see a 1.5 times higher YoY growth than other companies.

In addition, brand experience dictates the way customers share their experiences with others. This is important, as customers make both their good and bad experiences publicly known, such as on social media, forums, review sites and via word-of-mouth. 

72% of customers will share a positive experience with 6 or more people. Unsatisfied customers, on the other hand, will share their experience with 15 or more people. To satisfy customers, brands must create consistent brand experiences in an omnichannel setting. 

This article explains brand experience, its importance, several examples, how it differs from user experience (UX) and how to manage it and improve it with surveys. 

Understanding Brand Experience

This concept is defined by the sum of all thoughts, feelings, reactions and sensations that consumers undergo in response to a brand. Brand experience is not exclusive to a particular channel or media type. 

Rather, this is the result or the lasting impression that remains with customers after they’ve either encountered or engaged with a brand in any capacity.

Brand experience is a holistic set of conditions that a company creates to influence how customers perceive a particular product or the brand itself. Given that this involves interacting with customers to influence their feelings, it is also considered a kind of experiential marketing

Companies form their brand experience through a combination of interactions with customers, whether they are digital, physical (such as with products) or in-person (in-store shopping, events, etc). Through different modes of communication, brands can create a positive atmosphere, so that customers establish a tie between the brand and an emotion or need. 

As such, brand experience involves creating sensory user experiences so that they can long resonate with customers. This tactic of engagement facilitates brands to convert their brand awareness into brand loyalty. 

The Importance of Brand Experience

Brand experience carries plenty of importance for businesses of all sizes and there they're startups or long-established companies. Firstly, this concept deals heavily with creating positive experiences, the kinds that make all members of a target market remain interested in a company, impressed by how it made them feel.

Since brands are competing on experience, a good product or service alone is not enough to retain customers anymore. Thus, brands need to hone in on their brand experience to truly set themselves apart from competitors. This involves forming experiences that can reasonably be seen as superior to competitors’.

importance of brand experience

Given that a brand is often expressed as a network of associations living within customers’ minds, brands must foster strong brand experiences so that their consumers continuously view them in a positive light. These associations help businesses and market researchers assess customer perceptions, the relevance of their brand, preferences and whether their marketing campaigns are working.

The notion of brand experience also helps brands forge connections with customers, as experiences can humanize a company, show customers that it is more than just a money-making machine and encourage companies to spend more time with their customers. It therefore makes a brand far more present in the lives of its customers than it would have been had it not involved brand experience in its strategy.  

A positive brand experience can inspire customers to make changes to their lifestyle and habits, the kinds that involve buying products from a particular brand. A brand experience can inspire customers to create their own content based on their use of a brand’s product or their experience with one. This creates testimonial-like assets for brands, which they can use in their marketing collateral and social media campaigns. 

When businesses provide a positive brand experience, this can be the ultimate deciding factor for customers to choose one brand over another. In fact, brands with superior experiences yield 5.7 times more revenue than companies lagging in brand experience

This should come as no surprise, given that a strong brand experience spurs repeat purchases, one of the underlying aspects of customer retention. When brands retain their customers, those customers in turn, increase their customer lifetime value by bringing more continuous value to a business.

As such, this concept largely affects customer buying behavior, having the power to steer it in one way or another. 

Examples of Brand Experience

There are several factors that form brand experience in its entirety. That’s because various aspects of a customer buying journey influence the way customers view a brand.

The following presents common examples of brand experience aspects:

  1. Customer service can give customers a positive view of their brand experience and make them likely to purchase or return to a brand.
  2. A strong digital experience allows companies to create their brand’s online presence through their websites, social media, blogs and mobile apps.
  3. Promotions such as discounts, coupons and customer loyalty programs bring in new customers and create positive experiences.
  4. Advertisements that target specific customer personas or a broader audience are an extension of a brand’s personality and feelings associated with it.
  5. Branding aspects like logos, store layouts and signage designed to involve emotions, via emotional marketing like trust, excitement, or dependability.
  6. Slogans and jingles that are unique to a brand.
  7. Community participation, such as physical stores, expressing certain views, addressing regional holidays, etc. 
  8. Content marketing campaigns such as blogs, newsletters, resources, infographics, mobile experiences to mold perceptions of a brand.
  9. Design aspects such as color schemes for ads, web content, and other marketing collateral to stir up desired feelings in customers.
  10. Product placement and influencer marketing that disseminates products through different media outlets such as social media, film, commercials, etc., to encourage customers to use their brand.

Brand Experience Vs User Experience

Although these terms may be used interchangeably, they are different concepts that therefore have many differences despite their similarities. While both of these concepts entail the sensory, cognitive and behavioral responses that customers face in response to an experience with a company, there are several distinctions between them. 

User experience specifically deals with a customer’s takeaway from their interaction with a brand’s products, services, workers, digital experience or other offerings. For example, a good UX occurs when customers have a positive user experience in the following scenarios:

  • Receiving fast and effective customer service
  • An easy to navigate website
  • A smooth checkout process
  • A workable product

Brand experience, on the other hand, is all about communicating a vision and feelings to users, which includes catering to them even before they become a user. Therefore, it heavily relies on design and messaging to communicate specific things that make users feel a particular way about a brand. 

User experience deals with the experiences that users have already undergone. It also involves the customer journeys that customers must go through to reach their ultimate destination with a brand.

Although these concepts are different and involve using different methods to uphold, you can’t have one without the other. A positive UX helps foster positive brand experiences. Consider this: when a customer has a positive user experience with a brand’s website or app, this experience influences the way they’ll view the brand behind it.

As such, a user experience should implement a consistent brand voice and other branding elements throughout. If it doesn’t, it will be difficult for customers to recognize the brand behind the experience.

Managing and Improving Brand Experience with Surveys 

With the diverse makeup of brand experience, it can appear to be difficult to manage, let alone optimize. Surveys are critical tools to use for various market research purposes, along with marketing purposes such as brand experience.

Brands can manage their BX (brand experience) by first being pointedly aware of their customers, which includes a wide swath of considerations, such as: user experience, customer preferences, expectations, desires, aversions, needs, behaviors, opinions and more. 

brand experienceThis is because surveys can be used to examine virtually any subject by strategically setting up the questionnaire with the 6 main types of survey questions, depending on the capabilities of the online survey platform they use. They can also incorporate different elements into the questions to maximize respondent engagement, such as videos, GIFs, images and more.

Surveys should therefore be used as a data-driven tool to plan and execute brand experience campaigns. However, they provide even more utility than simply understanding customers to improve BX campaigns. 

This is because, when a brand explicitly mentions itself in a survey, this tactic creates a brand experience on its own, raising brand awareness and granting respondents a chance to interact with the brand in a unique way. As such, a brand can improve its brand experience with surveys as another avenue for doing so. To this end, brands can also use multiple question types, add multimedia to questions, personalize the questions, as marketing personalization is key to BX, incentivize the survey and more — all while associating the survey and its positive attributes with a brand. 

Going Above and Beyond for Your Brand

Making headway in any branding activity requires being prepared and using a data-driven approach that justifies strategies and a plan of action. After all, no business wants to see their time, resources and efforts go to waste.

That’s why all brands need to conduct market research; survey research in particular, is crucial to implement, as it equips brands with the most relevant and granular insights on their niche and target market. This is because market researchers can set up their surveys in their manner of choice and ask any questions they seek. Best of all, they can acquire answers from the respondents that matter the most — their customers. 

Equally important to using surveys if not more so, is choosing the correct online survey platform to create and deploy the surveys. Businesses should choose an online survey platform that allows them to hyper-target their survey respondents, set quotas and use advanced skip logic to route users to the proper follow-up questions.

Additionally, a strong online survey tool allows brands to create quality data checks via artificial intelligence and machine learning, use a wide range of filtering data options, engage respondents in their natural digital environments via random device engagement (RDE) sampling and much more.

A business that uses such survey software is well-adjusted and prepared to tackle a wide range of marketing and market research campaigns, including improving its brand experience. 


survey your audience

How to Survey Your Audience with a Market Research Platform

How to Survey Your Audience with a Market Research Platform

survey your audienceAny research endeavor will leave you wondering how to survey your audience properly so that you can collect quality data from the correct survey subjects. 

While surveying your audience shouldn't be a daunting chore, it should also not be brushed aside as something requiring little to no thought or structure. Instead, a quality survey campaign requires taking certain actions to ensure you’re studying the survey audience you need, with the correct questions and more. 

Online surveys provide the strongest conduit to your target market, a must when conducting market research. In fact, one of the top reasons businesses fail is because they don’t invest in their target market

This article explains how to survey your audience, including the major aspects to pay attention to and advice on how to achieve your survey campaign goals. 

The Major Aspects to Observe When You Survey Your Audience

There are a few chief considerations to consider when surveying your audience. A few of them were mentioned in the intro of this article. But there are several others that are key to work towards when setting up any survey campaign.

The following major aspects show how to survey your audience:

  1. Targeting the correct survey audience
  2. Setting the purpose of the survey campaign
  3. The best time to send a survey
  4. How to set up your questionnaire
  5. How to incentivize your respondents

The following section will explain how to survey your audience while keeping these considerations in mind and working towards a campaign that includes all of them. 

How to Survey Your Audience

Let’s take an in-depth look at how to survey your audience via the five major aspects identified above. These provide the makeup of any survey campaign. 

Reaching Out to the Correct Survey Audience

First, you’ll need to reach out to the correct survey audience. You’ll need to understand who your target market is, and for this, you ought to conduct secondary research. Refer to all the available information on your industry, your specific niche, its customers, its peak sales periods and more.

There is a vast amount of information available online. You can learn more about the different market research techniques and how to perform them.

To understand your target market, you should also consolidate your secondary market research with your own internal documentation. Do you have any customer audits or documents on customer personas

If not, you should consider creating them by conducting survey research. Surveys allow you to understand the makeup of your customers via market segmentation. The right online survey platform will allow you to target your customers in a granular way, as it will enable you to filter your survey audience through a variety of demographics and add screening questions.

Setting the Purpose of the Survey Campaign

Next, you’ll need to set the purpose of the campaign, if you haven’t done so already when you’ve decided on running a survey campaign. In the realm of market research, it is best to tie your campaign to a particular business goal.

survey your audience

For example, do you need survey insights to strengthen your content marketing strategy? Or, do you need more insights onto who your target market consists of? You may also need to run a campaign to A/B test your advertising. The insights surveys derive are virtually limitless, so you’ll be able to use them for a variety of business matters. 

Whatever the case may be, you’ll need to have an overarching campaign or particular goal under which you’ll set up your survey research. This will help you form a well-organized survey and help you put together your questionnaire. 

To do so, ask yourself, what is it that you’re looking to gain from the survey and how can it help immediate business needs. Use the following characterization of survey insights to form the basis of your survey campaign:

  1. Validation of an idea, product or campaign
  2. New ideas
  3. Feedback 
  4. User insights

The Best Time to Send a Survey

After you’ve targetted your survey audience, contemplate when you would like to send it. 

But first, in order to determine the right time to deploy your survey across a wide network, or by sending the link via specific digital channels, you’ll need to consider the following:

  1. The point of your survey campaign
  2. Whether it is tied to other sub-campaigns
  3. The target audience of the campaign and their habits
    1. For example, you would target different times to send a survey to the unemployed younger generation, than you would to parents who work a full-time job.

After you’ve consolidated all of these matters, you ought to infer when the best time to send your survey is for different demographics of people. If you seek to send your survey abroad, consider the difference in time. 

For example, Monday at 6: 30 PM may be a good time to send surveys to younger, unemployed individuals who enjoy playing video games. But Monday, at 6:30 PM in New York, isn’t the same time in other parts of the world, and even the country.

If you need more help on deciding the best time to send your survey, click on the link to the best time to send a survey, which you’ll find in the “Major Aspects to Observe” section above.

How to Set up Your Questionnaire

There are various routes you can take when it comes to setting up your questionnaire. First, consider the larger campaign or purpose of your survey. Then, consider the curiosities you have and the insights you’ll need. 

survey your audience

If there are too many, it is apt to separate the survey into two or more surveys. This is a general best practice for surveys, as no one enjoys filling out long questionnaires. 

Then, choose from the following approaches for creating your questionnaire:

  1. Coming up with your own preliminary questions
  2. Using survey templates 
  3. Using survey templates, then customizing them to your liking
  4. Conducting secondary research on survey questions
  5. Considering using the 6 main types of survey questions

Make sure to personalize your questionnaire, especially if you intend on sending your survey to specific indiduals. Even if you’re going to deploy the survey to a massive network, it is best to personalize the contents of it to your target market and customer personas.

Did you know that a whopping 90% of consumers in the US find the idea of personalization appealing? This makes sense, given that no one likes to feel marketed to; nobody wants to see generic content or the kind that does not appeal to their interests or sensitivities at all.

How to Incentivize Your Respondents

Incentivizing your respondents will depend on how you’ll send your survey. If you’re going to distribute it through a massive network of digital channels, opt for a survey platform that partners with publishers that offer survey incentives. These may take many forms, including mobile game incentives.

If you’re going to send your survey to specific individuals, such as via email, or to a slightly broader audience — although not as broad as via a publishers’ network — you’ll need to offer your own incentives. These can be monetary or non-monetary.

Often, they’ll involve your products, services or unique promotions. In this way, survey incentives are a potent marketing initiative, as they bring more exposure to your offerings. Moreover, if you incentivize your respondents with your products or services, you can then send a follow-up survey asking them to rate their experience via a product satisfaction survey.

All in all, survey incentives are useful, as they motivate your target market to take your survey, and to do so quickly. After all, the sooner they’ll complete your survey, the sooner they can get their reward.

Successful Survey Campaigns

All business and non-business entities ought toa conduct their own research via a potent DIY market research platform. How to survey your audience ceases to become an intimidating task when you have a strong survey platform powering the entire process.

You should opt for an online research platform that makes buying survey respondents a quick and simple affair. This way, you’ll collect all your necessary data from the right respondents in a short space of time. 

Opt for a platform that features artificial intelligence and machine learning to remove low-quality data and offer a broad range of survey and question types.

It should include advanced skip logic to route respondents to relevant follow-up questions based on their previous answers. 

Most importantly, it should allow you to survey anyone.  As such, you’ll need a platform with a reach to millions of individuals, along with one that offers the Distribution Link feature. 

This feature will allow you to send your survey to specific customers, instead of just deploying them across a network. 

With a market research platform that grants you all of these capabilities, you’ll be able to survey your audience and run quality research campaigns. 


Gauging and Improving Your Brand Reputation with Market Research

Gauging and Improving Your Brand Reputation with Market Research

brand reputation

Brands must constantly track and work towards improving their brand reputation, whether it is a  fledgling business or one with a high degree of brand equity, that is, name recognition and notability.

That is because your brand reputation can make or break your business, given that it is made up of the collective viewpoints of not just your stakeholders, but your customers — the lifeblood of your business. 

You should therefore steer clear of any harmful agents towards your reputation — from negative reviews to word-of-mouth and all else. A company risks losing 22% of business when potential customers find a negative article on their first page of search results. This increases to 44% of lost business with two negative articles and 59% with three.

Conversely, 75% of customers will trust a company with a good reputation more, such as in the form of good reviews, for example. You should therefore constantly monitor and attempt to improve your reputation.

This guide expounds on brand reputation, its importance and how to use market research, specifically survey research to gauge and augment that of your own.

Understanding Brand Reputation

Brand reputation is the idea relating to the public's perception of a company or an organization

This perception is formed by all the actors and agents of a market, which include:

  1. Stakeholders
  2. Investors
  3. Existing customers
  4. Potential customers and your target market
  5. Competitors 
  6. The media 
  7. Virtually all spectators who are aware of your brand 

How the market and all of its actors view a certain brand is determined by their personal direct or indirect experience with a brand. This means that all kinds of interactions with your brand factor into your reputation.

These include direct interactions with your brand, hearsay, advertisements, secondhand communication from the media and word-of-mouth and much more.

Direct interaction doesn’t merely encompass customers who use a band’s products. Instead, these interactions can include: browsing your website, signing up for a newsletter, viewing your social media, buying a product, experiences with customer support and observing how your business treats its customers and employees.

The public can discover how your business traits its customers and employees personally, or indirectly. This means they can also form their perceptions of your brand based on what they hear or read about from others.

When it comes to the latter, there are various external means that form your reputation, that is, those that come from indirect interactions with your brand. You ought to monitor these factors to avoid any negative feedback, which tarnishes your brand reputation. 

The following lists the external factors and means that can harm your brand reputation:

  1. Bad reviews on review sites 
  2. Poor feedback on forums
  3. Negative social media mentions
  4. Negative comments on your social media channels 
  5. Complaints on a major platform such as the Better Business Bureau 
  6. Bad press via articles, blog posts, editorials, press releases, news sites, videos and podcasts
  7. Negative ads targeting your business
  8. Adverse word-of-mouth mentions
  9. Comparisons with competitors that paint them in a better light

On the contrary, when businesses have an excellent brand reputation, it is a marker of a high degree of brand trust. This points to your target market’s willingness to do business with your brand, thereby sustaining it. 

Aside from producing a good product or service, your customer experience plays a major role in your brand reputation. In addition, your employees also help build your reputation. That’s why you need to properly train your employees so that they can develop and maintain a good reputation.

It is primarily through different customers’ experiences that other members of your target market — namely those still deciding — base their decision-making process. 

This experience can involve any stage of the customer buying journey, as customers can form their opinions from both their personal experiences, along with those that come from hearsay, the media and various other sources. 

When it comes to their firsthand experiences, some customers value the post-sales service organizations offer, viewing it as an essential factor in ranking your brand.

The Importance of Brand Reputation

Your brand reputation is crucial for a wide range of reasons. 

First off, it is important for customers to do their research on a business, before patronizing it. They would therefore need to study a brand that already has a reputation. This is why startups and newly established businesses must work towards their brand image as soon as possible after launching. 

This is especially true for those who intend to spend a considerable amount of money, use a business for a major milestone (think a wedding, a birthday, etc.), or use it for a key aspect of their health (think weight loss, avoiding inflammation, etc). 

As such, patronizing new businesses, or any at all ties into customer trust. Customers are far more willing to do business with a company that they trust, as opposed to one with a poor reputation or one without enough information for customers to decide whether it is worth buying from. 

When you gain customer trust, your target market will favor your brand over others, giving you a strong market advantage over your rivals. With it, a domino effect has the potential to take place, driving demand for your business.

With a surge in demand, naturally, your business will have a boost in sales and monetary returns. There are various self-evident reasons as to why this is important for your business, along with less obvious, yet equally important, such as increasing your market share. 

importance of brand reputation

Your business’s financial value will rise, as it correlates with higher demand and sales, both of which are the benefits of a strong reputation. 

Furthermore, it is key to build a healthy brand reputation, as positive brand impressions will lure in more potential customers. This is the by-product of reaping a higher demand for your products and business. As such, a good reputation helps you acquire more customers.

Aside from acquiring new customers, your brand reputation can also help you increase your consumer loyalty. This ties into the idea of customer trust. When customers trust you, not only will they patronize your business once; instead, they’ll be inclined to make repeat purchases.

These are the core of customer retention, the concept that maintains lasting business relationships. When your customers stay with your business for a long time, they grant you a high customer lifetime value, which is the total monetary value a customer brings to a business across their lifetime. This is one of the main benefits of customer retention, which you can establish by maintaining and improving your brand reputation.

It is key to maintain a good reputation, as it also affects the employees of your business. Businesses with poor reputations will suffer higher turnover rates. When businesses have a terrible reputation, they are far less adept at recovering from losing their talent. This is because a bad reputation costs a company at least 10% more per hire.

All in all, it is in the best interest of all businesses to build, track and maintain a healthy brand reputation. 

How to Use Surveys to Measure and Improve Brand Reputation

Building a strong brand reputation is highly bent on satisfying your customers. In order to satisfy them, you’ll need to conduct certain market research techniques, as market research is primarily focused on studying your customers.

Surveys, in particular, give you quick and easy access into the minds of your customers, allowing you to understand their consumer preferences, needs, desires, aversions and virtually all else.

As such, you can use surveys to obtain customer feedback on the way your customers perceive your brand. In doing so, you can evaluate your brand reputation directly from the customers themselves.

But even more important is that by using survey research, you will gain the intelligence necessary to correct any issues that trouble your customers, along with optimizing your products, services and customer experience. 

By removing bugs and improving your entire customer experience, you’ll delight your customers and maintain a solid brand reputation, the kind that will allow you to reap all of the benefits of it. You’ll just need to track it. 

surveys for brand reputation

The following explains how to measure and improve your brand reputation through market research, including survey usage:

  1. Do an internet search of your business
    1. Read review sites, forums, social mentions and all other places that mention your brand. 
    2. Check for long-form content if you operate a major brand, such as blog posts, articles and new pieces.
  2. Conduct secondary market research on your customers.
    1. Pay attention to what your target market responds well to, along with what they dislike and object to.
    2. It’s key to study scandals within your industry so that you can avoid them.
      1. Example: lawsuits, tales of unhappy customers.  
  3. Conduct secondary market research on your competitors.
    1. Make sure to study how your competitors have handled scandals.
    2. Pay heed to companies that fell from grace and how they bounced back, along with those that didn’t improve their reputation. 
    3. Learning from your direct and indirect competitors will help you avoid running afoul your customers, industry and media.
  4. Speak to your customers.
    1. Conduct one-on-one interviews, phone interviews or focus groups to learn more about your customers’ pet peeves, triggers, etc.
    2. In addition, ask them about how they feel about your brand and ask for comparisons with other brands.
  5. Conduct a survey to assess your own reputation.
    1. Based on your prior research, conduct a survey asking customers to reveal their perceptions about your company.
    2. Alternatively, you can begin your research by using a survey alone.
    3. Use a brand perception survey to do so. 
    4. Make sure to ask customers about familiarity with your brand first if you’re deploying your survey to a massive network.
    5. Survey existing customers. In this case, you don’t need to ask about their familiarity with your brand. 
  6. Analyze your market research.
    1. This includes your earlier secondary findings, your direct talks with customers and your survey data. 
  7. Run more surveys if you need more information.
    1. You ought to create follow-up questions and send them to specific people.
    2. Alternatively. You can call customers to discuss their survey results if this is their preferred method of communicating their perceptions.
  8. Take action.
    1. Take action after you consolidate all of your dings, including those of follow-up/additional surveys.
    2. If you find your reputation to be in good standing, don’t make any changes.
    3. Rather continue doing as you were before.
    4. You should also consider creating similar marketing campaigns if your customers put in a good word about them. 
  9. Don’t stop. Continuously track the standing of your brand.
    1. Use the brand tracking survey to assure good brand health.
    2. Additionally, run surveys that track brand visibility, so that your brand has not fallen by the wayside, that is, become forgotten about. 

Creating a Reputable Brand

Building a reputable brand is a must for your business to survive and remain competitive. 

Sustaining a strong reputation goes beyond avoiding scandals and bad press. You’ll need to constantly satisfy your customers and stay relevant in order to sustain a healthy brand reputation. 

Conducting market research with surveys helps you achieve these goals. You’ll need a strong online survey platform in order to carry out all of your research. 

Use an online survey platform that makes it easy to create and deploy surveys to your target market. You should also use a mobile-first platform since mobile dominates the digital space and no one wants to take surveys in a poorly constructed mobile environment.

Your online survey platform should also offer artificial intelligence and machine learning to disqualify low-quality data and offer a broad range of survey and question types.

Additionally, it should also allow you to survey anyone. As such, you’ll need a platform with a reach to millions of consumers, along with one that offers the Distribution Link feature. This feature will allow you to send your survey to specific consumers, instead of deploying them across a vast network. 

With an online survey platform that offers all of these capabilities, you’ll be able to continuously measure and improve your brand reputation, allowing your business to satisfy your customers and remain competitive.


buy survey responses

Buy Survey Responses With a DIY Market Research Platform

Buy Survey Responses With a DIY Market Research Platform 

buy survey responses

Rather than relying on survey panels or syndicated research, you can buy survey responses and access highly sought insights yourself when you use a DIY market research platform. 

Such a platform evades many issues present within the aforementioned research methods, such as panel fatigue, which is found in survey panels and exerting less control over a research project, which occurs in syndicated research.  

Additionally, in keeping with the idea that any team member can perform quality market research — very much in tune with data democratization — you can buy a set amount of survey responses for your market research needs. You can do so without breaking your budget.

On the contrary, research firms and various market research platforms don’t offer the ease of performing and sharing market research as does a DIY market research platform. What’s more is that many research projects are expensive and time-consuming. As a matter of fact, brands spend $60,000 and more on market research, with an estimated 6 weeks or more to complete a market research project

With a DIY research tool, you can buy responses, which is far more cost-effective and quicker.

This article explains what it means to buy survey responses and how to do so on the Pollfish online survey platform. 

What it Means to Buy Survey Responses

Relatively speaking, buying survey responses is much like buying a survey sample, which is an exclusive pool of all the respondents that make up your survey. As such, it does not mean you’ll need to reach out to individual respondents or send your survey via an online portal yourself

So what does buying survey respondents entail? In the context of a DIY market research platform, it means you buy the participation of your target audience based on a particular number of individuals.

Given that you and your team are at the helm of market research study, it is up to your team to decide the number of respondents you would like to partake in your survey. It is key to note that you are not buying for participation in an entire campaign. Rather, you pay for individual respondents’ participation in a specific survey.

By buying survey respondents, you’re allocating all the data you need for any survey; at times, one survey is all you’ll need for a market research campaign, unless you’re seeking out other market research techniques.

Thus, when you pay for individual survey respondents, you’re building the entirety of the subjects that make up a DIY survey

As such, when you buy responses in a DIY market research platform, you’re hastening the speed to insights and reducing the span of the research project. This is one of the many benefits of buying your responses. 

Benefits of Buying Survey Responses 

benefits buy your own survey

When you buy survey responses on a DIY market research platform, you’re doing more than just opting in research participants. A strong DIY market research platform offers various benefits. These include the following:

  1. Reaching the exact number of respondents you need
  2. Obtaining respondents where they naturally exist online 
    1. via RDE sampling or random device engagement
  3. Market segmentation and targetting
  4. Quicker insights
  5. Reaching your particular target market
  6. Dictating the demographics, psychographics and geolocation of respondents
  7. All the data you reap is proprietary to you (not the DIY survey platform)
  8. Being equipped with key data for decision making
    1. Insights for business decisions
    2. Steering the direction of a research campaign

How to Buy Survey Responses on Pollfish

Buying respondents is easy and hassle-free — with the right DIY research platform. You can buy individual survey responses on Pollfish.

All respondents are pre-screened and pre-qualified to take part in a survey study. This means, only the respondents you target can take your survey. They will need to tick off all your requirements, from location to demographics and more, depending on how you set up your screener. 

To buy responses on Pollfish, you’ll first need to choose a pricing plan. On this page, you have the option of choosing a basic or elite plan. In the basic plan, you can buy survey responses at an individual basis. 

buy survey responses

Each completed survey, aka, individual survey respondents starts at $0.95. Prices range from $0.95 to $1.25 based on the number of questions in your survey.

Once you choose a pricing plan best suited for you, you can then begin your market research endeavors. The Pollfish dashboard is easy to access and allows you to make your own survey in just 3 steps. 

Then, commence targeting your respondents by setting up various qualifications in the screener section of your survey. In Pollfish, this interface is referred to as the Audience section. Here you can also set the exact number of survey completes in your survey. Each complete is done by an individual survey respondent. As such, a survey with 800 survey completes = 800 survey respondents.

You can also create custom quotas to narrow down specific people and see how different groups answer questions. For example, you can create quotas such as: 300 middle-aged men with a salary between $100,000-$250,000.

Constant Access to Any Target Population

All business and non-business entities can conduct their own research via a potent DIY market research platform. Even individuals who seek data on a specific target population can do so at speed when they buy survey respondents. 

You should opt for an online research platform that makes buying survey respondents a quick and simple process. This way, you’ll collect all your necessary data from the right respondents in a short space of time. 

Opt for a platform that features artificial intelligence and machine learning to remove low-quality data and offer a broad range of survey and question types.

It should include advanced skip logic to route respondents to relevant follow-up questions based on their previous answers. 

Most importantly, it should allow you to survey anyone.  As such, you’ll need a platform with a reach to millions of individuals, along with one that offers the Distribution Link feature. 

This feature will allow you to send your survey to specific customers, instead of just deploying them across a network. 

With all of these capabilities, you’ll be able to reach any target audience and run quality research campaigns. 


survey audience

Attracting a Survey Audience the Right Way with Market Research Software

Attracting a Survey Audience the Right Way with Market Research Software

survey audience

When it comes to attracting a survey audience, you’ll need more than just a well-built questionnaire and an idea of your study’s primary targets. You’ll need to incorporate the proper methods and tools to attract your target market —  or your target audience, if you’re not a business.

After all, your target market makes up the core of any market research survey campaign and most notably, the heart of virtually any business matter. You should never lose sight of who comprises your customer base and what their preferences are.

When you attract the proper survey audience to your survey, you’ll glean crucial insights that can help you optimize your entire customer experience. This is a must, as improving customer experience creates up to an 80% increase in revenue for businesses.  

Moreover, understanding your target market provides key data for decision-making, the kind that informs a wide breadth of campaigns, from content marketing, to advertising, sales and more.

This article explains how to obtain the proper survey audience and how to do so on the Pollfish online survey platform. 

How to Begin: What to Do Before Reaching Out to Your Survey Audience

Before you reach out to your target audience, you’ll need to take a few considerations into account and act on them. You wouldn’t want to end up surveying the wrong people. This will cost you money, create wasted efforts and fail to reach those who are interested in your offerings.

Many companies fail on this front, as 80% of marketing initiatives are aimed at the wrong target audience

While gaining insights on different segments of a population is important for different research pacticies, when it comes to market research, you should stick to following your specific target market and its different segments and customer personas

What to Do Before You Attracting Your Survey Audience to Your Survey

As aforementioned in the previous section, here’s what you ought to do before targeting your survey audience:

    1. Determine the primary needs of your market research campaign.
      1. Determine the main findings you seek to take away from it.
      2. For example: do you need insights into customer behavior
      3. Or, are you looking to conduct market research for advertising?
    2. After identifying its primary concerns, create a title and theme of your market research campaign.
    3. Determine the efforts you’ll need to carry out your campaign.
      1. This includes choosing various methods to accompany your survey, such as conducting secondary research.
    4. Then, identify a preliminary amount of survey research you’ll dedicate towards your campaign.
      1. This includes determining how many surveys you’ll need to conduct, their primary subject matters, their questions and a timeframe.
    5. Choose a strong online survey platform to host your market research campaign.
      1. The is a wide range of criteria when it comes to decking on the best survey platform.

How to Choose the Best Survey Platform to Reach Your Target Audience 

Piggybacking off of the last point in the previous section, you’ll need to find a potent market research platform before reaching out to your survey audience. That’s because this platform will be the centralized space for all your survey campaigns, which includes attracting the correct audience.  

It plays a major role in dealing with your survey subjects throughout the entirety of your research campaign. That’s because you’ll need it prior to reaching out to your survey audience and while you target them, as their responses get filtered out via a cycle of quality checks.

survey audience platform
The following explains what to consider when choosing the best survey platform for attracting your desired survey audience:

  1. A platform that deploys surveys across a wide network of publishers
    1. Ideally, these are highly-trafficked websites, apps and mobile sites
  2. One that procures respondents where they naturally exist online 
    1. This can be done via RDE sampling or random device engagement.
  3. One that allows surveys to be formed in a wide variety of languages
    1. Ideally, one that offers a feature for survey translations 
  4. A platform that quickly gathers all responses
    1. A strong platform will have turnover rates of no more than 2-3 days maximum.
  5. Easy to use and create
    1. One that allows you to make your own survey in 3 easy steps.
  6. An interface that allows you to screen respondents based on their demographics, psychographics and geolocation.
  7. All the data you collect is proprietary to you, as opposed to the provider of the market research platform.
  8. Software that doesn’t charge extra to conduct global market research.
  9. One that partners with publishers that offer survey incentives.
  10. A platform that offers a multitude of question types, media files and survey templates to build a custom and engaging questionnaire 
  11. One that offers the option of sending surveys to specific people or via a link you can place anywhere.
    1. This can be done via the Distribution Link feature.
  12. A platform that offers 24/7 support, so that you can conduct market research from anywhere, at any time.

How to Reach Your Survey Audience on Pollfish

To buy reach your survey audience on Pollfish, you’ll first need to decide how you’re going to distribute your surveys. You can opt for the RDE method, in which your surveys will be automatically distributed through our vast network of publishers.

Or, you can use the aforementioned Distribution Link feature, which allows you to send a link to specific individuals who you’ve identified or have the email of. This route also allows you to send surveys to a more narrow scope of respondents. 

Usually, these are people who are familiar with your brand, as they will have clicked on your survey through a link via your brand’s web page or social media account. Or, they may have been directly emailed the link, in which case, they’ve provided their email address to your brand.

reach your survey audience

After you’ve chosen your distribution method, you can then hyper-target your survey audience. 

The following provides instructions on how to reach your target audience on Pollfish:

    1. Create a new project on the survey dashboard by hitting its designated button.
    2. There, you‘ll be asked: How would you like to collect responses to your survey?
    3. Choose between the two distribution options of buying responses or send your survey your way.
      1. Buy responses: This allows you to use the Pollfish global survey network to reach your audience, in which you pay $0.95 per complete response.
      2. Send your survey your way: This allows you to send your surveys via the Dsitvition Link feature. As such, you can choose whether to send the link via email, social media or a web page.
      3. If you opt for the latter, make sure you offer survey incentives to attract your audience to your study. 
    4. Then, you’ll be taken to the Audience section of the platform. 
      1. Here, you can target your audience as you see fit.
    5. You have the option of using Multiple Audiences in your survey, or just one.
      1. Find it on the lefthand panel, which is automatically titled Audience 1.  
      2. You can add another audience by clicking on the + symbol at the bottom of this panel.
    6. In the lefthand audience panel, you can choose the number of respondents who will partake in the survey/ will be targetted. 
      1. Do so near the pencil icon beside ‘Survey completes.”
    7. Then, you can select the gender of the audience, along with quotas that dictate how many of each.
    8. After that, you have the option of adding up to three screening questions and choosing the answers that will disqualify people from your survey.
      1. This allows you to target respondents via a psychographic and behavioral-based approach.
    9. Next, add and filter all your demographic, geolocation and device requirements.
      1. Here, you can be very granular, as each type of criterion allows you to include various subcategories and quotas.
      2. For example, under the employment category, you can add quotas to a variety of employment types, such as employed for wages, out of work and looking for work, military, retired, etc. 
    10. Review all of your survey respondent requirements.
      1. Make sure you are targeting the correct audience, ie, your target market.
    11. In the questionnaire section of the survey, add 1-5 questions.
      1. Keep your question count short and your questions relevant and interesting to your audience.
    12. Add different media elements to keep your audience engaged throughout their survey experience.   

Constant Access to Any Target Population

With the right online survey platform, you will have instant access to any target population, no matter who it comprises and how far it spans geographically.

To reach the correct survey audience, you’ll need a platform that deploys surveys within a mass network of publishers, ones that account for major websites, apps and mobile sites, along with one that also grants you the ability to send surveys your own way.

A strong market research platform will also attract your survey audience with an appealing digital element that leads to your survey and easily grabs users’ attention. In addition, it will partner with publishers who gamify surveys, allowing respondents to gain incentives while playing a game, making the experience far from boring.

You should also opt for an online research platform that makes buying survey respondents a quick and simple process. This way, you’ll collect all your necessary data from the right respondents in a short space of time. 

Additionally, use a platform that features artificial intelligence and machine learning to remove low-quality data and offer a broad range of survey and question types.

It should also include advanced skip logic to route respondents to relevant follow-up questions based on their previous answers. 

When you use an online survey platform with all of these capabilities, you’ll be able to reach any survey audience and run quality research campaigns at any time


conjoint analysis example

How to Analyze the Conjoint Analysis Feature on the Pollfish Platform

How to Analyze the Conjoint Analysis Feature on the Pollfish Platform

conjoint analysis example

We covered the critical question of what is conjoint analysis, explaining its utility, especially in the product development and customer development space. A previous article has also discussed how to build a Conjoint Analysis survey on the Pollfsh online survey platform.  

With those insights in mind, it’s crucial to learn how to analyze the Conjoint Analysis feature, which is choice-based on the Polfish platform. You can do so by familiarizing yourself with its different data visualizations, which adequately provide data for decision making

This article expounds on how to analyze a conjoint analysis feature on the Pollfish market research platform. 

Generating Insights from the Conjoint Analysis in Your Dashboard

You can easily generate the insights you’ll need to understand your conjoint analysis in the Pollfish dashboard. To access this feature, simply visit your survey results page and remain on the Conjoint Analysis block. No visualizations will appear until you have collected four responses.

In the Conjoint Analysis block, you will see three graphs: the Attribute importance chart, the Level Utilities chart and the Distribution of Level Preferences chart and a Ranked list of product alternatives as preferred by customers. 

Check out this preview of the results page:
https://www.loom.com/share/745f0240ef1c4b879c6e9bc5db6db3a7  

The Attribute Relative Importance Graph 

This graph displays the influence an attribute has when the respondent selects their preferred alternative. The higher the percentage, the more influential it is in the decision-making process of the potential consumers.

Assuming a survey with 3 attributes tested and None of the above options enabled, the Brand is the most influential attribute relative to the Colour and Price which is the least influential attribute (as displayed below).

This chart shows how strongly the variations of attributes affect customers' choice, but only for the levels that you chose in the design.

conjoint analysis

Level Utilities 

This allows you to dive deeper to understand what specific levels within an attribute drive customers' choice. Each graph displays the measurement of preference for the levels of an attribute. Level utilities are calculated based on the average preference scores for each level. The higher the percentage, the higher the influence of the level at the customer's decision to select a product alternative.

how analyze a conjoint analysis

 

conjoint analysis example

Distribution of Level Preferences Graph 

This visualization displays the measurement of the probability that a level would be selected over another, if all other attributes were held constant. The higher the percentage a level has, the higher it was preferred within the levels of the attribute by respondents.

conjoint analysis chart

Willingness to pay

Willingness to pay is the maximum price a customer is willing to pay for a product or service (ie. how much users are ready to pay for an upgrade from level A to level B, in addition to the price they are already paying now).

Each attribute has its own chart, where values represent monetary values. By using the chart and selecting a different baseline level, you can compare how much respondents are willing to pay for an upgrade or a downgrade to another level.

Willingness to pay is a chart available only for Conjoint surveys containing an attribute of Price type.

In the example below, the baseline level for “Perfume” attribute is set to “Floral”. From the graph, we can understand that users are willing to pay $2.05 more for “Lavender”, whereas for the “Green Citrus” they are willing to pay $0.77 less than for “Floral”.

 

willingness to pay

You can change the baseline level for the specific attribute to “Ocean” to compare how this performs against the other levels, by clicking on the relevant bar. This will convert “Ocean” to the baseline level, where we can see that users are willing to pay more only for the “Free of perfume”, whereas for all other levels of “Perfume” they are willing to pay less than they would for “Floral”.

willingness to pay chart

 

Ranked List of Product Alternatives 

This table displays how the product alternatives are ranked, based on the level utilities. The first ones are the most preferred among the respondents. 

ranked list

You can apply the results of the Conjoint Analysis feature through filters. Just use the filters with the selected demographic criteria and to the rest of the demographics gathered. 

The information in the graphs gets recalculated to provide insights only for the filtered audience, as long as there are at least four remaining responses. Post-stratification is not available on the Conjoint Analysis feature.

Ranked List of Product Alternatives


What is Conjoint Analysis and Why It’s Crucial for Market Research

What is Conjoint Analysis and Why It’s Crucial for Market Research

what is conjoint analysis

Let’s dive into the market research method called "conjoint analysis," as the Pollfish platform continues expanding its features and capabilities. This is excellent news for researchers, given that they can now apply the conjoint analysis research approach in different survey research endeavors. 

One of many market research techniques, this new feature allows researchers to measure the value that consumers place on various aspects of a product or service. By studying how your customers perceive the makeup of your offerings, you’ll understand the distinct advantages and shortcomings within their features.

In addition, by applying this research method, you can uncover your consumer preferences to better innovate, design and price your product or service. That’s because conjoint analysis allows you to understand how consumers make complex choices in real-world scenarios. 

This article explains what is conjoint analysis, how it can be applied, its benefits and how to use the conjoint analysis feature in the Pollfish platform. While this research method comes in different varieties, this piece focuses on choice-based conjoint analysis. 

What is Conjoint Analysis

Conjoint analysis is a kind of quantitative market research for measuring the value that consumers place on the features of a product or service. A survey-based research method, this commonly used approach merges real-life situations and statistical techniques to understand market decisions.

A kind of statistical analysis, this method helps businesses understand how customers evaluate both components and features of their products and services. This method is based on the principle that any commodity can be broken down into a set of attributes, each of which impacts how users perceive the value of an offering.

Conjoint analysis is especially useful for product and pricing research, as it unearths a wealth of consumer preferences and leverages that information to optimize the products and services in question.

It does so by allowing researchers to make important business decisions concerning their products and services, such as the following:

  1. Select product features
  2. Assess consumers’ sensitivity to price 
  3. Forecast market shares
  4. Understand the demand for certain features or components
  5. Predict the adoption of new products or services

The conjoint analysis method breaks a product or service down by its various components; these are called attributes and levels. Researchers can test different combinations of the components to identify consumer preferences.

The objective of conjoint analysis is to conclude what combination of a limited number of attributes is most influential on respondents’ choice or decision making. A controlled set of products or services is shown to respondents.

Then, researchers analyze how the respondents make choices from these products, which allows them to determine the implicit valuation of the individual components making up the product or service. 

These implicit valuations (utilities or part-worths) can be used to create market models for estimating market share, revenue and even profitability of new product designs.

Choice-Based Conjoint Analysis

choice-based conjoint analysis

Currently, Pollfish is offering choice-based conjoint analysis in our online survey platform. You can add this popular form of research to an Elite account. 

Other types of conjoint analysis involve asking respondents to rate or rank items. Asking responders to choose a product to buy provides insights specifically on whether they would buy it or not

As such, choice-based conjoint analysis may be more useful for campaigns that seek to uncover consumer buying preferences, in regard to specific products. The insight you gain can also be used to predict whether consumers will buy from a competitor.  

This is how choice-based conjoint analysis works:

Survey respondents are shown a series of options and asked to select the one they are most likely to purchase or use.

A respondent will see alternatives included in choice sets that are repeated.

The Importance of Conjoint Analysis

This kind of analysis is important for a variety of reasons. 

First off, its main purpose enables researchers to understand which product or service features their customers prefer over others. As such, you’ll understand the main contributors behind consumer purchasing decisions, as well as the most off-putting attributes that prevent them from buying. 

With this information in tow, you can make more informed decisions about pricing, product development, sales and marketing activities. You will be able to optimize your product, its promotional activities, accentuating the proper features and more. You’ll also be made aware of the attributes that repel consumers, which is essential for optimization.

By optimizing your product, its pricing and the marketing activities surrounding it, you’ll increase revenue, foster repeat purchases and strengthen consumer loyalty. All of these outcomes are highly sought-after and necessary for the success of your business. 

Conjoint analysis offers the convenience of being able to break down utility to consumers at individual levels, as well as to aggregate all of their responses.

This analysis can also be employed as an exclusive focus on product features and attributes regardless of price or brand name. This allows you to enable the calculation of utility on an individual basis and in regard to specific features that you intend to evaluate

It can also be used to measure the value of brands in comparison to competing brands, thereby measuring the brand equity of each brand. The information you reap shows you how strong a particular brand is in comparison to a specific product or price. 

Consequently, it helps businesses make decisions based on their own brand value in their market. This is important, as having a popular brand is not always enough, as price fluctuations and new features could impact demand.

This research technique also offers straightforward experimentation with varying factors, such as price, capabilities, color and other attributes. As such, it allows you to create a product profile, which you can change to form additional profiles for varying attributes. This is key to do before launching a new product. 

Conjoint analysis is also important, as it can be used across different industries for virtually all types of products and services, such as consumer goods, electrical items, insurance plans, housing, luxury goods, and travel. 

As a result, you can apply it to different instances if you seek to discover what type of product consumers are most likely to buy, along with what they appreciate the mostand least, about a product. Aside from marketing and advertising campaigns, this is also useful for product management. 

Businesses of all sizes can benefit from conducting conjoint analysis, including local establishments, such as grocery stores and restaurants. More importantly, the scope of this kind of analysis is not limited to profit motives only. This means charities and educational institutions can also benefit from conjoint analysis, such as for using it to determine donor preferences.

All in all, conjoint analysis is essential for examining how consumers and other respondents rate and perceive the attributes of a product, service or experience. 

Optimizing Product Campaigns and Beyond

Performing a conjoint analysis is critical for optimizing your product and concept campaigns. All brands should conduct it at multiple stages of your product’s life cycle. Conjoint analyses can break down a large number of attributes into smaller bundles for evaluations and comparisons.

As such, you should opt for a strong online survey platform to easily create and deploy conjoint analysis to your target population. 

You should use a mobile-first platform since mobile dominates the digital space and no one wants to take surveys in a mobile environment that’s not adept for mobile devices.  

Your online survey platform should also offer artificial intelligence and machine learning to remove low-quality data, disqualify low-quality data and offer a broad range of survey and question types.

The survey platform should offer advanced skip logic to route respondents to relevant follow-up questions based on their previous answers. 

It should also allow you to survey any employee. As such, you’ll need a platform with a reach to millions of users, along with one that offers the Distribution Link feature. This feature will allow you to send your survey to specific respondents, instead of only deploying them across a vast network.

With an online survey platform with all of these capabilities, you’ll be able to set up an insightful conjoint analysis and understand your consumer, or other key actors’ preferences.