The team at Dragonfly HQ have been busily preparing and distributing an abundance of surveys in the past month on behalf of our clients.

These surveys are asking all of the important questions that will provide us with some key insight into customers thoughts, perceptions, habits and demographics.

This insight will then help shape operational and communication decisions for 2018.

So what are we asking?

To help build a profile of customers we ask about their demographics. Questions here help determine their age, their education level, where they live, who lives in their household, how much money they earn, their occupation etc.

We also try and establish where we might reach them with our communications by asking questions about their media consumption. Suggested questions here could include: What social media channels do they use regularly? What (industry or local) publications do they read? What television shows do they watch? Which radio stations do they listen to? Where do they currently source information from about (insert your industry / service or product?)

If we are surveying existing clients, we take the opportunity to understand what they really think of the organisation! Asking questions around satisfaction with an organisation, their products or services will soon reveal any areas for improvement. This can seem confronting, however this is where we can establish if we are delivering on our promises and if customers are raving fans or simply unimpressed.

If we want to try and establish how our customers think, we need to ask psychographic questions. This is the study and classification of our customers according to their attitudes, aspirations and other psychological criteria.

So if you are planning to get to know your customer a little better, we can recommend a few ways that you can collect feedback from your existing or prospective customers.

  • Pick up the phone and call a few of your favourite customers or better still take them for a coffee and a chat.
  • Send out an online survey to your existing customers or a database of prospective clients (we use Survey Monkey for this).
  • Ask a few questions to your businesses Facebook or LinkedIn community. You may get a better response asking your personal Facebook community however if your Facebook friends don’t represent your ideal customer – then their answers are probably largely irrelevant.
  • Hold a ‘Focus Group’ session where you invite up to five customers to come and chat about your product / service or business. It’s a good idea to record these sessions as there is generally a lot of information to process in this style of data collection. And if you want warts and all feedback (which you do), then have these groups facilitated by a third party.

The more you understand your customer, the more effectively you can communicate with them. To find out more, contact us.


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