Joseph Hsu

photo by Labzeus

I concluded my internship at Ruth Diamond Market Research, a company run by one of my professors Rhonda Ried, and thought I would share some lessons learned about administrating surveys.

Conducting the Survey

For general in-mall surveys, one of the hardest parts is getting people to stop for surveys, aka The Pitch. On location surveys are a lot easier to get response because you’re there as the person is interacting with the product/service.

In any situation, there is a process to the approach, the same one from advertising: AIDA

1. Attention - First, you need to be noticed
2. Interest - A product/service they are interested in, something they use
3. Desire - The preson needs to feel some sort of need (for a fix to a problem)
4. Action - Provide a solution for the problem

1. The Approach

Angle. Approach at a 45 degree angle, it’s less intimidating than straight and you don’t want to scare them from behind.

Simply smile. Put happy thoughts in their mind, make them feel good about the survey you want them to take.

Groups. Asking someone in a group is hard. Even if you are trying to directly ask one person, someone else may think you are asking the entire group and answer for everyone. This is why a directed opener can help.

2. Opening Your Mouth

Greet. First you need to get their attention, don’t simply ask if they could take the survey because their mind might be elsewhere and they’ll look at you with that ‘huh??’ face.

Be direct. Be direct in who you are asking. Make eye contact and

Ask for a favor. I found that a great way to ask someone to take a survey is to ask for help or a favor.

3. The Survey

• Short - If you need in-depth information, ask for a follow-up or maybe in-person cold-approach is not right for this survey.
• Consistent - keep the format consistent and readable throughout the survey. Learn from other surveys, maybe simply do some A/B testing on what’s best.

Observations

Make your scales decipherable, which number means what.

Make sure to…

• disclose payment
• termination questions early in the screener (don’t waste people’s time), independent market research groups need to maintain a brand also, don’t risk their relationship with people
• re-evaluate early
• be reachable in case of emergencies
• better online surveys (be able to handle errors or disconnects)