Don’t be intimidated by the hundreds of different types of marketing studies you can run. The majority of market research is conducted with just a handful of market research survey types.
1. Advertising Message Effectiveness Surveys (Media and Message)
Message effectiveness testing identifies the impressions, feelings, and effectiveness in moving the respondent to a desired goal (increased awareness, more product information, trial, repeat purchase).
2. Advertising Value Identification and Analysis Surveys
Advertising value analysis focuses on mapping the hierarchical attributes, benefits, and values that are associated with and portrayed by an advertisement. Means-end analysis is often part of this type of study.
3. Brand Equity Analysis Surveys
What is the psychological value that a brand holds in the marketplace? Brand equity is a composite of brand awareness, brand quality, brand associations, and brand loyalty measures.
4. Customer Attitudes and Expectations Surveys
Does the product meet customer expectations? What attitudes have customers formed about the product and/or company? Used to direct advertising and improve customer conversion, commitment, and loyalty.
5.Customer Intention – Purchase Analysis Surveys
Directed at understanding the current customer. What motivates the customer to move from interest in the product to actual purchase? This is a key to understanding customer conversion, commitment, and loyalty.
6. Customer Service Surveys
Akin to customer satisfaction surveys, but focus in detail on the actual customer service that was received, the process involved in receiving that service, and the evaluation of the participants in the service process.
7. Customer Service Representative (CSR) Surveys
Attitudes, Burnout, Turnover, and Retention: CSRs hold attitudes that reflect on their job-related activities including (1) the allocation of time; (2) solutions to customer needs; (3) how to improve their job; (4) best practices; and (5) how well internal departments help customers. CSRs often exhibit frustration, burnout, and high turnover, and surveys focus on CSR retention, reducing costs, and increasing the quality of customer relationships.
8. Customer Trust – Loyalty – Retention Analysis Surveys
Especially helpful for high-priced consumer goods with a long decision and purchase processes (time from need recognition to purchase), and depth of consumer attitudes formed about the product and/or company.
9. Habits and Uses Surveys
Directed at understanding usage situations, including how, when, and where the product is used. Habits and uses studies sometimes include a real or virtual pantry audit.
10. Market Description Surveys
To determine the size and relative market share of the market. Such studies provide key information about market growth, competitive positioning, and tracking share of the market.
11. Market Profiling-Segmentation Surveys
To identify who the customers are, who they are not, and why they are or are not your customers. This is often a descriptive market segmentation and market share analysis.
12. New Product Acceptance and Demand Surveys (Conjoint Analysis)
Primarily for estimating demand for new products that can be described or have been developed in drawing or concept, but have not yet been developed physically. Develops market share estimates of market potential for the alternative potential products.
13. New Product Concept Analysis Surveys
Concept test studies are appropriate in the initial screening of new product concepts. Likes and dislikes about the concept and evaluation of acceptability and likelihood of purchase are especially useful measures.
14. Price Setting Surveys and Elasticity of Demand Analysis
Price surveys estimate the elasticity of demand and show optimal price points, including prices too low or too high. Price surveys may estimate the demand for different product or service segments, or different usage situations.
15. Product Fulfilment Surveys (Attribute, Features, Promised Benefits)
Evaluation of the product’s promised bundle of benefits (both tangible and image). Are expectations created for the product by advertising, packaging, and the product appearance fulfilled by the product?
16. Product Positioning Surveys (Competitive Market Position)
A “Best Practices” study of “How does the market view us relative to the competition?”
Competitive positioning analyses often compare the attributes and benefits that make up the product using multidimensional scaling.
17. Sales Force Effectiveness Surveys
A combination of measures that focus on the sales activities, performance and effectiveness in producing the desired and measurable effect or goal. Often measured as a 360-degree survey completed by the salesperson, the client (evaluating the sales call), and the supervisor responsible for evaluating the salesperson.
18. Sales Lead Generation Surveys
Sales lead generation surveys for (1) assuring timely use and follow-up of sales leads, (2) qualifying sales leads (thereby saving valuable sales force time), and (3) providing more effective tracking of sales leads.
19. Sales Forecasting and Market Tracking Surveys
Sales forecasting and market tracking studies can include expert opinion (experts estimate the market), judgmental bootstrapping (expert-based rules describing how to use available secondary market information), conjoint analysis (estimation of consumer intentions based on product attributes that are important in the decision), and intentions evaluations (consumer self- reported intentions of future purchases).
20. Stage in the Purchase Process / Tracking Surveys
Where is the customer in the adoption process? This information shows Market Awareness – Knowledge – Intention – Trial – Purchase – Repurchase of the product.
Once you know the right type of survey to run, the next step is to write a survey that your respondents will love to take!