Mistake #1: You start the customer feedback process without clear objectives
A spectrum of sophistication
Experts point to a spectrum of sophistication when it comes to online research tools and that they are horses-for-courses, depending on the scope of your feedback needs.
“The difference between a quick question on Google Surveys and a more refined tool allowing for routing of questions and advanced analytics is like the difference between a ring tone and a live gig,” says Dr Nicola Stanley, director of engagement at agency Silver Dialogue and a former researcher at Unilever. “There’s a need for both, but they are worlds apart.”
Based on the findings from Snap Surveys’ own consumer research, the marketer survey it conducted with BrandRepublic and the opinions of experts, marketers may be prone to committing one or more of the following missteps when commissioning and handling feedback:
Mistake 1: You start the feedback process without clear objectives Continue reading