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.
Read a case study on how we helped EXHIBITOR magazine create and execute the first-ever survey on the topic of environmentally conscious trade show exhibiting. And click on the links below for examples of research reports we have written based on surveys we have helped design and execute:
- EXHIBITOR: The first-ever comprehensive research effort on the economic impact of the environmental movement on the trade show industry "An Inconvenient Booth" (2007)
- Unisys: A study on how large organizations are restructuring IT end-user services to meet surging end-user demand, proliferating devices, and rapidly increasing technology complexity (2007)
- United States Chamber of Commerce: A detailed study on the practices that trade associations in the United States should employ to boost growth and competitive advantage "The Future of the Competitive Association" (2005)
- Optaros: A survey on the state of open source software usage in U.S. organizations, generating 512 responses and widespread press coverage (2005)
- NerveWire: A study on the business impact and barriers of integrating the business processes and information systems of companies with their trading partners (2002)
- Fujitsu/DMR Consulting: A study on the state of customer relationship management processes and systems among North American telecommunications companies (2002)
- Granitar: A study that explored the challenges of building Web businesses and Web systems (2001)
- Computer Sciences Corporation: The 10th annual edition of the company’s Retail Technology Study, done in conjunction with RIS News magazine (2000)