Feature Highlight: Response Clarification

Response Clarification gives you a simple and effective way to immediately follow up on a customer response with additional granularity & insight.

Here at Fairing, we’ve long believed that people, not pixels, are the future of ecommerce and marketing. Direct-From-Consumer (DFC) methodologies are becoming ever more important with the onset of increased consumer privacy, compounded by a dearth of martech solutions that manage to be both simple and effective.

Our Response Clarification feature furthers that mission -- empowering brands to get deeper insights and clarity into not only what channels, but what campaigns are driving customers to purchase. The increased clarity allows brands to better allocate their marketing spend and learn even more from their customers at scale.

We’ve designed Response Clarification to be an incremental feature, meaning we still capture your customer’s first response -- even if they abandon the survey before completing the follow-up question. As seen in the example above, second-level questions bring deeper insights to light at this crucial moment before memory decay starts to set in.

In addition to multiple choice, we’ve also built open-ended question types. This question type allows you to simply ask which influencer? without any predefined options.

Although we built Response Clarification to help brands achieve better campaign level attribution insights, we’re already seeing customers use it in other interesting ways. For instance, some brands are improving cross-channel attribution by asking, “when did you first hear about us?” and “what drove you to purchase today?” Others have been using Response Clarification to collect the kinds of customer insights only qualitative surveys can gather, such as “why did you make your purchase today?”.

Response Clarification is a window into the future of Fairing. We want to empower all brands to have an effective direct-from-consumer strategy at scale. Not surprisingly, when you give customers a voice, you discover just how much they have to say.