So, you’ve got an amazing idea for a new business or you’re thinking of a new product concept? It’s more than likely that you’re going to speak to your friends, family and colleagues about this idea before anyone else. Which is fine! But, you cannot rely solely on their opinions. Be sure to test your idea on the general public, your target audience and/or your current customer base for an unbiased response.
You’re all set to launch your research campaign… survey scripted and sample at the ready! Before you hit the ‘send’ button, be sure to test, test and test again. Test everything from the email invite, screening questions, the routing, the grammar, question functionality through to the landing pages. And be sure to test it across devices. Get colleagues to test it… you may be surprised what a pair of fresh eyes can spot.
“How much do you LIKE this branding?” or “How would you rate this branding?” It’s understandable that you may prefer respondents to answer positively when you have worked tirelessly on a project. However, encouraging respondents to give the answer you want is obviously flawed. To be sure you’re getting valuable and constructive feedback, take time to think about how you’re asking your questions.
There are a few exceptions to this rule but, on the whole, you should always make sure that respondents have a way of identifying if they don’t know the answer or if it is not applicable. Similarly, ‘none of these’ should also be an option when you’re presenting a “which of these….?” type question. If you fail to do this, your results will be inaccurate and any actions you take as a result of your findings could be in vain.
Listen to what people have to say. If the results are telling you that something needs to change or that people aren’t sure about the concept you’re presenting, be sure to act on it. It may mean that you need to tweak your idea and re-test it, or consider something completely new, but failure to listen to the results can be extremely costly.