Survey Design & Execution

Surveys of business executives are an excellent tool for generating market awareness and leads—both on their own and as part of a larger research–based point–of–view development effort. But the proliferation of business surveys means that firms must do an exceptional job on all aspects of the survey—from topic selection and research design to data analysis and research report writing. It’s critical that a firm selects a research topic for its survey that is both critical and highly relevant to its clients and prospects, as well as insufficiently covered by other surveys and research studies. Furthermore, it’s imperative the survey be designed in such a way to maximize participation without compromising the richness of the data that is generated, and that the data is deeply analyzed to identify the findings most compelling to a firm’s target audience. Finally, to maximize the exposure and return on investment in the survey, a firm must write a comprehensive report on the survey findings and market the report aggressively via the full range of marketing communications vehicles.

The Bloom Group has extensive experience helping services firms conduct survey research on a variety of topics. Our expertise spans the full spectrum of the survey process, including:

• Scoping the research (helping to identify the overall topic covered by the survey)
• Designing the research (developing the research hypotheses and creating the survey questionnaire)
• Managing survey logistics (including identifying survey participants, determining the type of survey execution, overseeing survey execution and defining appropriate incentives for participation)
• Analyzing the data and exploring the implications of the findings for the firm’s clients and prospects
• Creating the storyline based on the findings and how the original hypotheses were supported or refuted by the data
• Writing the report that communicates the survey results

We also have helped numerous clients develop and execute comprehensive marketing programs designed to bring the survey findings to target audiences. Such programs typically include:

• Preparing firm spokespeople to discuss the survey results with the media and clients and prospects
• Conducting internal training of firm professionals on the survey results
• Promoting the survey to the media via news releases highlighting key survey findings
• Writing bylined articles based on the survey results for pitching to and placement in appropriate business and trade publications
• Developing a presentation on the survey findings for delivery to relevant conferences and other educational events
• Direct-marketing the research report via print and electronic vehicles
• Creating an interactive website dedicated to the survey and its findings.