Blog

February 17, 2017

LISTEN TO THE DATA: FROM SURVEY RESULTS TO COMMUNICATION DECISIONS

Getting the right message to the right people at the right time isn't always easy. Results from a short SurveyMonkey survey can equip your team with information for making decisions that will help achieve these five things:

Write strong content
What are your stakeholders interested in? A check-all-that-apply multiple choice question with a comment box can unveil the kind of content your audience wants to engage with. A more advanced ranking question helps decipher what they're most and least interested in. Matrix questions reveal if people are receiving too little, enough or too much information about a particular topic. Text analysis tools available with SurveyMonkey gold or platinum plans help group respondents’ comments by theme and create word clouds.

Determine the channel
Do your stakeholders crave mobile content? Do they own smartphones? Do your employees want emergency texts but emailed newsletters? Survey responses can help determine which channels are best for disseminating information. Yes/no questions and multiple choice questions such as “I prefer …” and “I most often …” are useful.

Learn preferred frequency
Not sure how often to be in touch with your stakeholders? Ask their preference. Use multiple choice questions to find out, for example, if there’s appetite for weekly, biweekly or monthly messages. For more detail, ask multiple choice questions about preferred days of the week and time of day (morning, noon or afternoon) people want to hear from you.

Start customizing
You likely have multiple unique stakeholder groups. Do their differences warrant separate channels? Customized versions? Separate schedules? Include demographics questions in each survey so results can be sorted, for example, by age, role or location. Consider creating multiple survey versions to vary the questions for different audiences. Similarly, with paid SurveyMonkey plans you can set up skip-logic in your survey so respondents are directed to specific questions based on their responses.

Measure effectiveness
Surveys conducted with the same stakeholder group before and after a campaign or communication effort can provide engagement and awareness data over time. SurveyMonkey can also be used for testing an ad campaign, logo design or tagline. Five-point scale questions (strongly disagree to strongly agree, or simply 1-5) uncover opinions about test topics, and how attitudes and perceptions change over time.

JayRay typically uses SurveyMonkey, but there are dozens of other survey tools to try, such as SurveyGizmo and Checkbox Survey. 

How do you use survey data in your communication planning? Tweet us at @JayRayAdsPR