User Surveys:
Whether it’s market research or customer loyalty, use surveys to gather feedback and information to make your business more successful.

User surveys involve collecting information from a statistically significant sample of the target population whose opinions you value. The type of survey you choose depends on your business goals and the information you need to collect.

When to Conduct a User Survey:

Usability, customer satisfaction, message testing, product feature decisions, and market research are just a few of the areas that benefit from large-scale user surveys. You may want to follow up with focus groups or case studies for additional insights, but user surveys are a good research tool when you want to collect information about behaviors, needs, and opinions.

  • Obtain information from a large population quickly and efficiently
  • Learn about user attitudes, behaviors, needs, opinions, or reactions
  • Make decisions based on a statistically valid representative sample of your target audience
  • Acquire information not readily available through other means

General User Survey Tips:

Decide on the purpose of the survey. Keep it in mind as you develop the questions, select audience demographics, and choose the delivery method: mail, telephone, online, etc.

Decide who has the information you need. In other words, who is the audience you need to survey? Is your audience base fairly homogeneous or are there distinct characteristics (language, age, income, geography/climate) which suggest you should apply different questionnaires? Should you survey randomly or select a specific subset of the target population?

Make it short and simple. A rule of thumb is that people should be able to finish a survey in less than 5 minutes. People abandon surveys that go on for page after page. Keep down the number of internal stakeholders otherwise the survey will get burdened with too many questions. Prioritize questions based on a clear objective purpose.

Test your questions. Before you send out to a large group, test your questions with a smaller group to make sure your questions are unambiguous, easy to understand, and easy to answer. Sometimes the order of questions affects how people respond.

Other Smartt Resources:

How Smartt Can Help:

In marketing, user surveys can be valuable when you want to develop or validate: strategy, branding, usability. Smartt’s brand strategy roadmap includes an audience definition and research component where user surveys may apply. If you need to plan a total digital marketing roadmap, user surveys can contribute valuable insights to guide your decisions.


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