Eduardo E Sierra Hey everyone,
Let’s talk for a bit about consumer behavior surveys, they can help you understand two things:
- How consumers make their purchasing decisions.
- And their expectations towards a product/service.
Why is this important? Well this data can help you to:
- Revitalize an existing product/service.
- Develop a new product/service.
- Optimize a marketing campaign.
Let me walk you through the framework that I use to create a consumer behavior survey:
For this example, imagine that we are creating a durable, highly functional running belt for avid runners. Since we want to understand our target customers’ drives and needs, we will use the five Ws as our framework.
- Who is this person? (Basically these are the demographic questions.)
- What are their preferences? (Do they run with their phone? Do they use a fitness tracker? Do they buy customized running shoes?)
- When do they run? (Are they keen on early morning runs? Do they run on trips to new destinations?)
- Where do they run? (On a treadmill, on outdoor trails, maybe at an indoor track, etc.)
- Why do they run? (Is there a specific purpose or motivation? Do they set running goals? Is it health-related?)
Establishing the five Ws can help us visualize what we want to know from our respondents, it definitely simplifies the survey design process.
This framework is very useful because it’s a catalyst for relevant survey questions and going back to the example above, the responses can enhance both the design and functionality of our running belt. It can also help us pinpoint marketing strategies and distribution channels.
If you are looking to create a consumer behavior survey (or any other type of survey), I’d be happy to help you out with that so please feel free to get in touch!
Thank you and have a great weekend.
