Guerrilla Tactic Whats the Point

Write the survey so that respondents can answer all questions quickly. Create an easy, logical flow of concise questions. Get right to the point. Don't compose questions that require respondents to write essays; design them for short answers. Whenever possible, include boxes that respondents can check.

have your hypothesis, identify the steps you must take and the specific questions you must ask to prove or disprove it.

Work backward from the final report to the survey questions. Before you write your survey questions, rough out the format for the final report, including the charts you'd like to include. Begin writing report outlines. This will ensure that you cover all the topics that the report should include. Sketching out what you expect to find helps identify all the data you need to prove or disprove your hypothesis, and can suggest questions you might miss, forget to ask, or pose differently.

Also identify the charts, illustrations, and comparisons you'll need when you receive the survey data. This will help you create survey questions that will simplify your report preparation.

Create a clear and compelling value proposition for the survey respondents. Explain in two sentences the real difference that the survey will make to a participant. In one case, a consultant promised to show a manufacturing executive how the company stacked up against 50 of its top competitors in areas like product development, manufacturing processes, and customer service. The client was interested enough in such valuable benchmark data that he participated in the survey.

Describe exactly what respondents will receive as a result of their help: a free copy of the report, a personal briefing on the results (if desired), or a customized data set showing how their situation compares with others. Providing a compelling value proposition will dramatically increase your response rate because survey respondents know they will receive highly useful information in exchange for their time.

Plan your marketing program well before the time when you expect to receive the survey results. Create a coordinated media campaign to maximize the impact of and publicity for your results. Early in the survey development stage, identify your marketing objectives and the best outlets to publish your results. Also determine where you can publish articles, editorials, and case studies, as well as where you can give speeches, workshops, and seminars. Since surveys have long lead times, time your project so you can release your results at conferences and other high-profile events. Also decide when to distribute the results to respondents.

Plan a systematic follow-up campaign. The media is deluged with survey data, most of which isn't high-priority news. Therefore, it's easy for your results to slip to the bottom of the heap. Plan a coordinated follow-up effort. Call two or three days after sending your results to media contacts to confirm receipt. Ask if they understand the results, their implications, and volunteer to explain whatever isn't

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