How to collect customer research - Survey Monkey - Tools and Technology

BottomUp - Skills for Innovators

009 - Collectors - Survey Monkey - Tools and Technology

[00:00:00]Mike: [00:00:08] Hello and welcome to the BottomUp podcast. I'm your cohost, Mike Parsons, and as always, I'm joined by the survey guru himself, Mr. Chad Owen.

[00:00:18] Chad: [00:00:18] Now, if you remember from last episode, I said that we're going to reveal my favorite feature of Survey Monkey here. So what do you think that a feature is, Mike?

[00:00:28] Mike: [00:00:28] I have [00:00:30] a feeling it might be about sending the beacon, lighting the fire and getting hundreds and thousands of people flooding into your survey and telling us what they think and what they feel.

[00:00:43] Chad: [00:00:43] Yeah. And Survey Monkey can do it for you. That's the best part. You don't need a giant email list. You don't have to buy a list or spam people. Survey Monkey does it all for you. And so, we're going to talk to you about that in today's episode on Survey Monkey's collectors.

[00:00:58] Mike: [00:00:58] Yeah. So once [00:01:00] again, if you are not able to get online and log into Survey Monkey while we're chatting, totally cool. You can listen along. You will get an extra boost if you are actually in Survey Monkey because you actually see the things that we're talking about, which will be a more powerful learning experience.

[00:01:15] If you want to double down and really learn, you can go to BottomUp.io and you can grab one of our masterclasses. We've done a whole masterclass on Survey Monkey that you can check out too. That'll take you right through, but we're just giving you some of the highlights here. [00:01:30] Let's talk about getting people to fill out your survey.

[00:01:32] Now, obviously, if you know your customers, if you have a customer base or if it's for employees or you want to survey your sports team or whatever, you can make a web link with Survey Monkey and you can send it out to those people. You can have Survey Monkey/Janessoccerteam. And when people go to that, they can fill out the survey.

[00:01:55] So when we talk about collectors. It's not only that way [00:02:00] that I just mentioned with the web link to bring people in. There's actually a lot of different ways you can get people to your survey. So you can push this directly into your mobile app. You can put it into Facebook messenger. You can even have it in an analog kiosk.

[00:02:15] Survey setups are when people come into your cafe or your retail store, you can post it to social media. You can actually, something I don't usually advise, Chad, is using the email collector where Survey Monkey [00:02:30] will email directly the people your survey. I think if you're going to do that, you actually want to use a professional mail service or if it's to a known group of people, just send it through your corporate mail.

[00:02:40] But I think we want to spend the most time talking about buying targeted responses. I think this is what is the icing on the cake, the joie de vivre for Chad Owen and when we talk Survey Monkey.

[00:02:54] Chad: [00:02:54] And one thing to not forget here is Survey Monkey tracks [00:03:00] everything, like absolutely everything. So when you get to analyzing results, you can even filter the information based on how you went and collected the information. So if you have a list of customers that you are manually, you know, sending through your CRM, the survey, and you're also buying targeted responses from the general public, you can compare those two different audiences inside of Survey Monkey.

[00:03:22] But, I don't want to gloss over this feature. That Survey Monkey will allow you to move some sliders and choose [00:03:30] some attributes of targeted survey takers and then recruit, pay them a nominal fee, and get them to take the survey for you. So without any work on your part, other than choosing some demographic and geographic information, they'll get them all of the survey takers that you will pay for.

[00:03:45]And

[00:03:45] Mike: [00:03:45] so this is particularly relevant if you want to talk to non-customers. If you want to talk to people in different markets, let's say you've got a great product in the UK and you want to launch in Australia, you could do a quick [00:04:00] survey from the UK. Survey Monkey will recruit the people in.

[00:04:03] So if you've got a consumer product, if you want to talk to the general population in a market in a city, you can actually do so. And the beauty here is that Survey Monkey will recruit the people. And I would say, Chad, it's not perfect. But it's absolutely good enough to give you directional feedback. And what I mean by that is you will struggle a little bit to find [00:04:30] 35 to 55 medium to high-income professional executives using this tool.

[00:04:35] The reason why is because those people don't have time to fill out surveys during the day. But in general, it's a very good way to get a quick read. And I must say that when I've compared Survey Monkey's results to other real enterprise surveys, there is a definite correlation in the data. I even had time recently where the [00:05:00] US data that we surveyed on Survey Monkey was very close to the patterns and the insights that this big global brand had from surveys and feedback that they had done with their existing customers. So the risk, obviously in that situation was that we said, Hey, we've got all these insights about the American market, and then they go, well, all our surveys are giving different results. That would have [00:05:30] been really tricky to try and work that out.

[00:05:32] But the really pleasant surprise we had is the themes and the insights and recommendations, all ran closely together. And that was a really powerful moment for me when I realized like, wow, so they make you use gold because it's correlating well. So the people that they can recruit, they're doing actually a good job on recruiting real human beings to give real feedback.

[00:05:55] So it gets really interesting. I mean, it's been a really powerful tool for us, hasn't it? Chad?

[00:06:00] [00:06:00] Chad: [00:06:00] Yeah. For just a couple of hours and a couple of hundred dollars. You can get some, as you said, valid data that correlates to what you would maybe have to pay tens of thousands, if not hundreds, thousands of dollars for going, you know, to a professional research firm, or we had another client,

[00:06:18] they thought this was magic. They were like, oh my God, how did you get this information? And so quickly? we have whole teams of people doing this and here you're able to do it overnight and granted, it’s not the same kind of data, but it's certainly [00:06:30] directional and points you in the right direction when it comes to understanding, you know, customer sentiment.

[00:06:34] Mike: [00:06:34] Well, let's really break this down a bit and let's actually get into how deep you can actually get into this. So you can actually go into the Survey Monkey tool. And right now, obviously, we are in these collector’s area that we've been talking about.

[00:06:51] Chad: [00:06:51] Yeah. Collect responses and then the buy targeted responses, that's the key area.

[00:06:57] Mike: [00:06:57] Now, so here's the interesting thing [00:07:00] is you can configure this like crazy. So you load it in, you're going to get probably the following default settings, count...