What is a Survey Methodoligist?
Before we dive into survey methodology, let's shed some light on the
fascinating role of a survey methodologist. Picture them as skilled
navigators, guiding survey design. With their expertise, they help
brands design surveys that reveal precious nuggets of information that
pave the way to success.
They are the maestros of survey design, and the guardians of reliable
insights. They possess a unique set of skills that allow them to unlock
the secrets hidden within customer feedback.
In a digital realm saturated with competition, these experts serve as
the compass, guiding brands towards success. By helping brands
understand the needs and preferences of customers, they pave the way for
businesses to forge deeper connections and foster brand loyalty. So, let
us delve into the world of survey methodologists and the impact they
have on ecommerce brands.
Understanding Ecommerce Survey Methodology
Imagine a skilled tailor meticulously stitching together surveys that
capture the essence of your customers. That's what survey methodologists
do! They tailor each survey question to reveal reliable insights.
They understand that each step of the customer journey holds valuable
clues, and by intertwining the right questions into your surveys in the
right way, you gain a deeper understanding of your customers'
motivations, preferences, and pain points.
A Treasure Trove of Methodologist-Approved Questions
If you're a Fairing user, our survey methodologists have curated a
Question
Bank
filled with questions that have their seal of approval. It's like having
a treasure trove at your fingertips, where every question is a gem,
waiting to uncover precious insights for your ecommerce brand.
And for those not using Fairing, we've got your back too. We've shared
the best post-purchase survey
questions
for all to use. Because when it comes to empowering brands with the
right questions, we believe everyone should have a fair share.
Illuminating the Path to Marketing Success
Understanding your audience is the golden ticket to success. But you
know what's even better? Unraveling the mysteries of where your new
customers come from, and that's where post-purchase surveys shine.
The Role of Survey Methodology in Understanding Attribution
At its core, survey methodology holds the key to unlocking the secrets
of attribution. By deploying the right questions in your post-purchase
survey, like "How Did You Hear About Us" or "HDYHAU," you gain a direct
line of communication with your customers.
When it comes to attribution, how you ask attribution questions matters.
Here's a deeper dive at a few
variations
and how they can work wonders for your brand:
- How did you hear about us?: This classic question is a
must-have. It helps fill in the attribution gaps and uncovers new
channels that are driving traffic to your business. With Fairing's
follow-up
feature ,
you can dive even deeper, pinpointing attribution at the influencer
or campaign level. It's like having a crystal ball, empowering you
to make data-driven decisions when allocating your precious
marketing resources.
- When did you first hear about us?: This question holds the key
to understanding the window of purchase consideration. You see,
relying solely on platform-reported ROAS numbers might lead you
astray. But by asking when customers first heard about your brand,
you gain clarity and uncover data that might have been misleading.
Think of it as seeing through the fog of Google Analytics' Time Lag
report and capturing the true essence of attribution.
- Where do you encounter our brand most often?: Let's get to the
heart of the matter—brand presence. This question takes you beyond
the boundaries of first or last-touch reporting. It reveals the
channels that give your brand the most visibility and impact. And if
you combine it with a brand lift
study
, you unlock a treasure trove of insights, painting a complete
picture of your brand's effectiveness across all channels. It's like
putting together the pieces of a puzzle, leading to future brand
campaigns that hit all the right notes.
- What led you to our store today?: In the world of legacy brands,
the journey from brand discovery to purchase can be a lengthy one.
That's where this question shines. By focusing on the present
moment, you uncover last-touch attribution
gems
. It's like capturing a snapshot of the most recent touchpoints that
led customers to your store today. With this knowledge in hand, you
can better understand the power of recency and relevance in the
purchase decision.
It's like having a backstage pass to their purchasing journey, enabling
you to explore the intricate web of touchpoints that influence their
decisions.
Using Post Purchase Surveys to Identify Influential Touchpoints
The brands that triumph in this cutthroat marketing world are the ones
who crack the code of accurate attribution. They master the art of
assigning marketing dollars to customer revenue, helping them diversify
their marketing spend wisely.
Enter the post-purchase survey, a formidable tool that not only unravels
offline attribution but also ensures a balanced distribution of
marketing dollars across digital channels. It's like finding the perfect
balance in a delicate dance, where each touchpoint gets its due
recognition, avoiding a lopsided marketing mix.
Direct-from-consumer data holds
the key, guiding us to craft surveys that capture the essence of human
behavior with equal parts art and science. Through the artful
formulation of survey questions and the scientific methods applied to
the data, a "How Did You Hear About Us" survey empowers your marketing
team to scale with confidence, both offline and in the vast digital
landscape.
Measuring the Impact of Marketing Channels with Post Purchase Survey Data
With Fairing at the helm, clients have witnessed a remarkable increase
of up to 20% in their attribution data. It's like shining a light into
the dark corners of web analytics, where "direct" or "unknown" sources
hide in the shadows.
But that's not all—surveys bring unbiased context to the attribution
data presented by major media platforms, ensuring they don't grade their
own homework. The elusive "halo" effect and the elusive cross-media
performance of demand-generating channels like audio and TV suddenly
become tangible and measurable. It's like adding a precision instrument
to your marketing mix, allowing you to gauge the broader impacts with
accuracy and finesse.
The Power of Personalized Connections
The pursuit of customer retention and loyalty is a quest that separates
the ordinary from the extraordinary. In this journey, survey methodology
emerges as a powerful ally, enabling brands to forge lasting
relationships with their customers. So, let's embark on this adventure
together and uncover the secrets of survey methodology in cultivating
loyalty and retention.
Amplifying the Voice of the Customer
According to the masters of segmentation,
Klaviyo
, a highly segmented audience yields three times the revenue of an
unsegmented one. So how is a highly segmented audience defined?
- Optimally, target 5% or less of your total customer base
- Define the segment by two or more conditions (e.g. location +
gender)
- Include specific recipient behavior
But how do you achieve such precision? That's where Fairing comes in
with a game-changing lesson for building personalized relationships that
last: let your customers self-segment.
Building Customer Loyalty with Precision
Imagine a survey question that asks, "How are you planning to use our
product?" This seemingly simple question holds tremendous segmentation
power. With tailored response choices that align with your unique value
propositions, customers reveal their preferences and intentions.
By understanding their personalized use cases, you can design targeted
offers and experiences that resonate with each segment. The Money Savers
may be enticed by discounts, while the Fearless Foodies crave exclusive
access to new flavors or product lines.
Segmenting customers based on the brand they switched
from
adds yet another layer of insight. You gain a treasure trove of
customers segmented by conquested brands, armed with the knowledge to
craft compelling messaging and irresistible offers. It's like having a
secret decoder ring that unlocks the door to customer personalization.
Transforming Survey Insights into Lasting Relationships
Survey insights hold immense potential for shaping retention strategies
that stand the test of time. As you analyze and interpret survey data,
patterns emerge, preferences come to light, and pain points are
revealed.
Armed with this knowledge, you can design strategies that address
specific customer needs, desires, and aspirations. It's the art of
translating survey insights into meaningful actions that nurture lasting
relationships. From personalized communications to tailored loyalty
programs, you create an ecosystem where customers feel seen, heard, and
valued.
Real-Life Tales of Triumph
Let's delve into the remarkable success stories that unfolded through
the power of survey methodology. These tales of triumph will leave you
inspired and ready to unlock the potential of your own brand.
Füm's Remarkable Journey from Channel Discovery to Revenue
Füm is a brand that utilized
post-purchase surveys to unlock the secret behind their online visitors'
discovery channels. With the help of survey methodology and Fairing,
they uncovered a fascinating insight—between 40 and 50% of their
visitors were finding them through their podcast and YouTube channel.
Armed with this knowledge, Füm made a bold move. They optimized and
scaled their ad spend from $5,000 to a staggering
$125,000
. The result? A whopping $500,000 in revenue! Their journey, as told
by
Füm
, showcases how data-driven decisions and survey methodology propelled
their growth. These remarkable numbers strike a familiar chord among the
ranks of Fairing customers.
Pastreez's Scrumptious Success in Self-Segmentation
Indulge in the tale of Pastreez , a macaron
delivery service that faced the classic marketing conundrum of targeting
if the market is “everyone” who do you advertise to?
With so much of our business potentially coming as gifts or event
purchases, I needed consumer insights to learn how each persona impacted
business metrics. — Pastreez Founder & CEO Anthony Rosemond
That's where Pastreez turned to survey methodology and the expertise of
Fairing. By employing Fairing's Question
Stream® post-purchase workflow, they
prompted customers to self-identify into three personas:
- Self (direct product use)
- Gift (1:1 transfer of product)
- Event (
1:Many
transfer of product)
Through these survey responses, Pastreez discovered a fascinating shift
in their perception of their core audience. They expected their
customers to be mostly gift-givers, but they turned out to be
users
.
Armed with this newfound knowledge, Pastreez repositioned their
messaging and reassessed their marketing tactics, all thanks to the
power of customer insights. And the survey journey didn't stop there. By
asking about marketing attribution and tying it to transaction data,
they gained a comprehensive understanding of how marketing spend and
customer acquisition costs related to average order value (AOV). The
results were astounding:
- For every dollar spent by direct users, gift-givers spent 50% more
- Customers buying for events spent 100% more
This enlightening journey echoes a common theme among Fairing clients:
when you listen to your customers, your business metrics become clearer
and more actionable.
These success stories exemplify the transformative power of survey
methodology for DTC brands. Through the art of asking the right
questions, brands like Füm and Pastreez have unlocked growth
opportunities, optimized their marketing strategies, and deepened their
understanding of their customers.
Conclusion
Survey methodologists possess the expertise to design surveys that
capture the essence of customer experiences, desires, and preferences.
Their guidance ensures that surveys are tailored to the unique needs of
DTC brands, enabling them to extract valuable insights that drive
strategic decision-making.
By deploying surveys that delve into attribution, customer satisfaction,
loyalty, and retention, brands gain a profound understanding of their
audience. They unearth valuable touchpoints, measure the impact of
marketing channels, and tailor experiences that foster unwavering
loyalty.
To thrive in the competitive landscape of ecommerce, brands must embrace
survey methodology. It is not merely a tool but a catalyst for growth.
By integrating surveys into their strategies, brands open the door to a
treasure trove of insights that shape decision-making, refine customer
experiences, and strengthen relationships. Survey methodologists empower
brands to adapt, evolve, and conquer the challenges that come their way.
It is a voyage of continuous improvement, where every survey response
becomes a stepping stone toward unprecedented growth.
Let’s harness the transformative impact of survey methodology, unlocking
the potential that lies within our customer data. Together, we will
navigate the complex waters of ecommerce, fueled by insights and driven
by growth. Let us embark on this journey, embracing survey methodology
as a guiding light on the path to ecommerce success.
Get Started