Form and Survey Solutions for Retail and Shopping


This article is brought to you by Retail Technology Review: Form and Survey Solutions for Retail and Shopping.

By Alistair Randall, freelance writer.

Why would shops and businesses still want surveys and questionnaire forms? Aren’t those sorts of things simply relegated to social media these days? Are there any benefits to surveys and such in an increasingly online world? Find out more in this article. You may be surprised by what you read.

Survey Forms are Not Great Market Research Tools

The old-fashioned way of looking at surveys is as a market research tool, but unless you have a captive and chosen audience, where you can dictate their experience, then surveys are useless. You may get a few nice ideas from market research surveys, but in terms of data collection and market data worth, they are almost useless.

But wait, why are surveys and various types of marketing forms so popular? Why are there so many click-baity (time wasting) apps that offer to pay you money for completing surveys? Well, the reason is due to the fact that surveys and marketing forms are great ways to influence people and sell products. In fact, the companies that claim to pay people to fill out surveys are making their money from affiliate companies who get to market to their survey completers. The companies don't care about what you write in the survey, they just want to influence you and perhaps sell you something.

What About the Market Data That Surveys Provide?

Honestly, they really don’t provide much market data at all. Take the simple example of a person watching the first Guardians of the Galaxy movie, the one before Marvel was bought by Disney stopped caring about their characters. One person filling out a survey may love the movie for the mad-cap action. A similar person (same demographics) may dislike it simply because it features a cancer-stricken mother and he/she may have lost his/her mother in a similar fashion. Another person (same demographics) may not like the movie because they find it a little scary. Another person (same demographics) may not have liked the movie because their little brother kept interrupting while he or she was watching.

Without a controlled selection process and a controlled experience, you cannot guarantee the quality of the results. Plus, most people answer honestly for the first part of a survey, and quickly lose interest as they near the end, and there is always a chance that the reader may misunderstand a question, which leads to further faulty data. Plus, these days, it is far easier to buy good data from big data companies that collect information from everything from your web browser and your cookies to your club card points and credit rating.

Surveys and questionnaire forms are far better tools for convincing people to like your products. They may seem like market research tools, but they are a far better selling and influencer tools than they are at market research data collection.

Get People to Give You Feedback

When most people buy a product, they are pretty indifferent to how it works and its brand in general. Unless it does something amazing or something awful, then they don't generate a feeling for it. Why would they? Do you generate feeling for every item on your grocery list?

However, when people give feedback about your products, you are forcing them to come up with an opinion on your product. And, if you phrase and structure your forms correctly, you can edge people towards feeling as if they like your products. For example, have you ever wondered why companies ask, “How likely are you to recommend our product to a friend?” rather than asking, “Do you like our product?” It is because asking “Yes or no” demands a personal opinion, whereas asking if we think other people will like the product is a subtle way of convincing us that the product is pretty good.

If you would like to get to grips with the powers of surveys as selling tools, then get in touch with HeadlessForms right here, and start building online surveys that change the way people think about your products and your brand.

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