How Can Companies Use Surveys to Achieve Press Coverage?
In recent years, surveys have emerged as one of the most commonly used market research tools. Companies have begun offering well researched, hand crafted surveys that provide businesses with information such as customer needs, demographics, and the state of the market.
Paid survey sites, for example, are owned by market research companies that pay people to share their opinions by simply completing surveys. Those market research companies then sell their valuable research to big name companies.
This information allows companies to provide better products that they know customers want. It also tells companies where the market is, and when they should begin marketing their product/service.
Moving on, the market research that surveys provide can significantly increase a company’s chance to achieve press coverage. Press coverage results in an increased awareness of your brand, and more business, which is why we are here in the first place.
Press editors typically receive hundreds of inquiries every day, so it is absolutely essential to pitch your company in a way that catches the attention of the editor. Fortunately, market research can be that added element in a pitch that provides a greater chance for press coverage, and ultimately, a greater chance to establish your organization as a credible authority within any given industry.
Once you understand how to use surveys and how influential they can be, it is time to start constructing the perfect survey for your company.
As stated previously, many companies pay market research companies to create and administer surveys. Utilizing these market research companies saves companies lots of time and effort.
Whether your company pays for market research or conducts its own, somebody is behind the scenes constructing the perfect, engaging surveys that are tailor made for the company.
If you are creating surveys, you should begin by asking yourself the following questions…
- Who am I trying to reach? – Who should I target in order to acquire the best results, and in turn, benefit the future of the company?
- What is my goal for this survey? – What do I want to be able to do with my results? You should know your company’s long-term and short-term goals, as well as keep them in mind throughout this whole process. Always keep your mind on the end result. At the end of the day, where do you see your company?
- If you are administering the surveys yourself, how will they be administered? – Is the survey going to be administered online, over the phone, through the mail, or in person? Once you know how you will administer the survey, it will help you to write the better understood questions.
- What type of survey do I want to administer? – Often times, the most effective surveys do things such as highlight trends, offer solutions to problems, and forecast/offer industry analysis.
If you want your survey to deliver media worthy results, you are going to have to have a solid strategy. Luckily, asking yourself the right questions (which we just referred to) ensures that you will be able to write more effective survey questions. The following is a list of useful tips to keep in mind while you are constructing your survey.
- Remain credible- You always want to maintain your brand image and the company’s relationships, so make sure all of your information and research is credible.
- Remain targeted and focused- Ask specific questions that help support your topic. It is okay to target specific locations, age groups, employment status, etc. Those specifications help pinpoint information that these companies are really after.
- Keep the following tips in mind for writing survey questions- use simple language, ask closed-ended questions, and keep it short and interesting.
- Be able to pick apart your results- Once you have conducted your research, what now? You should be able to uncover hidden themes and trends. If you can effectively analyze your results, press editors will notice. This will significantly increase your chance for greater press coverage.
In conclusion, surveys can significantly contribute to a company’s success. Obviously, you must first have a great product or service that people want, but surveys could provide the market research that your company needs to take off. Once you receive increased media coverage, the word will get out about your company and what it has to offer.