Demographic Survey Questions that Yield Valuable Insights

Have you ever noticed how television commercials change based on the program you’re watching? You wouldn’t expect to see a children’s toy commercial late at night, home improvement commercials during Saturday morning cartoons, or a sports figure during afternoon soap operas. Smart advertisers use demographics to target commercials in order to get the most bang…

What is Market Segmentation?

Market segmentation is the research that determines how your organisation divides its customers or cohort into smaller groups based on characteristics such as, age, income, personality traits or behaviour. These segments can later be used to optimise products and advertising to different customers. At its core, market segmentation is the practice of dividing your target…

Reducing Bias In Survey Responses

When presented with a list of options to choose from, many survey respondents will select the first reasonable alternative and then move on, rather than reading all of the options and selecting the most appropriate answer(s) for the question. Selecting the first reasonable option is one of the strategies employed by respondents that are not…

Getting In Your Respondents’ Heads

When you’re writing a survey, don’t forgot to think about the person who will actually be taking it. All too often, survey designers become so focused on what data they want to collect that they fail to consider the respondent perspective, and that can lead to problems. When we write surveys, many of us idealize…

What Is a Survey?

It’s a simple question: What is a survey? It seems like a simple question, but as with many things, the answer is more complex than many people appreciate. Surveys can take multiple forms but are most common in the form of a questionnaire, either written or online. Fundamentally, a survey is a method of gathering…