How to plan a great customer survey

Running an interactive survey with thousands of people who’ve just used your product is a great way to unlock valuable insights for brands. One question we often get from new clients setting up sampling campaigns is: “How do I plan a great survey?”

Our main advice? Start by thinking about the end result and work backwards. In other words, think about what you want to do with the insights. Most often, you’ll be trying to figure out who your best customers are likely to be, and how to find more of them. If that’s your goal, here are some great topics to explore.

Start by identifying your best customers.

Typically, your best customers are the people buying your product most frequently, or those most likely to purchase it after trying it. Consider:

• Who has purchased the product or used it before?
• How frequently?
• Are they still using it?
• Who strongly intends to purchase the product after trying it?

How do you identify them, and people like them?

• What is the age and gender identity (if relevant) of each person?
• What interests do they have that may be relevant to your product?
• How and/or when would they use or are they using it?
• Why did or would they choose it over competing options?

How do you find more of them?

• Which sites / platforms / apps do they find themselves spending most time on?
• Where do they go to find information about new products like yours?

Designing your survey

We are on-hand to show you how to plan a great survey, including setting them up in ways that will maximise engagement and capture the right information from respondents. The way you ask questions, the order in which those questions are asked and the way you decide what to ask each person will have a really big impact on the quality and quantity of responses you collect. Sampl provides some great customisation options to make surveys really interactive and on-brand.