6 Things Companies or Brands Should Do When Collecting and Interpreting Consumer Research To Avoid Common Mistakes
When conducting consumer research, companies or brands typically ask consumers if they would like to participate in a survey. However, these polls can often be manipulated with the wrong wording and selection of questions, which leaves the company or brand with inaccurate information. Below are some tips to avoid these common mistakes and get useful results.
1. Be Transparent
Companies can make the mistake of asking for consumer research about something that does not exist in the market. When this happens, a consumer will not react accordingly to the company’s or company’s product or service. For instance, if a company asks consumers if they would buy an extra box of tissues at home, they are looking for how their customers feel about buying another box of tissues even though they do not sell such products. So this causes a problem with future collections of valid information .
2.Always Be Specific
Companies can also go overboard when asking questions about their brand or products. It is important to remember that customers have an attention span to answer their questions, so too long surveys will distract their answers. So before creating a survey, it is important to be specific about who you want to target and what you want the consumers to answer or tell them.
Companies can also misguide consumers with their surveys. Many companies will tell their customers that they are only looking for honest feedback, but some will not be open about their motives. If the collected data can be used to improve the quality of a product, then it is okay, to be honest about it. However, companies should not lie about their motives to get their desired feedback. This may lead to a range of negative consequences for the company’s brand image.
4. Be Creative
Companies can also take the wrong way to ask their questions. When a company does not know how their product will be used or if they have a problem with the top of their products, they should think outside the box and answer questions in different ways. Companies should also change how they ask questions by taking the consumer’s perspective. A good company will do its best to see things through the customer’s eyes and listen to what their needs are, rather than always keeping it in mind.
To avoid misleading data when collecting consumer research, companies should not be asking consumers questions that are too personal or offensive. Companies should keep in mind that customers are taking time out of their day to answer the survey, so they should avoid questions such as “How much money do you make?” or “How much time do you spend with your children?” Also, avoid insulting questions, such as: “Do not you think you should exercise more?” or even “Why would not you go on vacation this year? You deserve it.” These types of questions can cause customers to get angry and respond negatively. Instead, it is best to ask them more positive questions such as “What could you do this weekend to relax?” or “What are your favorite vacation spots?”
6. Do not Give up
The final tip is never to give up when a company or brand does not get the results that they want from consumers. Continuously asking the same question will not work because customers will lose interest. Instead, change your approach and ask questions that are from a different perspective .
When collecting consumer research, companies or brands should take their time to conduct the right survey and interpret the results to see if they are getting useful information. If a company does not achieve this, it should start over and try again.