How to define your survey goals

Survey goals are an important factor in designing your survey and selecting your sample size.

  • What information do you want to capture?
  • How often will you survey them?
  • How will you reach Survey Respondents?
  • What will you do with the information?

Here are a few examples of survey goals that you may look to achieve with your questionnaire:

If you’re a Startup, or a Business Owner you may be looking to develop an understanding of:

  • The size of the market
  • Who the key players are
  • What consumers’ brand preferences are
  • Who your buyer personas are
  • If there is new problem to be solved or opportunity for your new business
  • What is the market’s perception of your new product, service or website

If you’re a Brand Manager or Marketing Manager, you may be considering a survey to help you understand how consumers perceive the following:

  • Brand awareness
  • Brand perception or attributes
  • Ad concepts
  • New product concept or new product features
  • Competitive research on the above
  • Unmet needs
  • Logos
  • Design
  • Messaging
  • A/B testing
  • Customer satisfaction

If you’re a market researcher at a brand, an ad agency or independent firm, you may want additional market research to augment your existing data, or dive deeper into

  • Market opportunity
  • Brand or client research
  • Brand testing
  • Social media or events’ impact
  • PR
  • Ad concepts
  • Product testing
  • Messaging
  • Branding
  • Logo
  • Design
  • Competitive monitoring
  • Market receptiveness to a new concept
  • Ongoing customer feedback on the above