Curls and Clarity: Why a Good Survey Matters

Okay⁠—let’s say you are an upcoming brand that wants to launch a whole curly hairline. How will you decide on what products, tools, formulation, and storyline you will be using? A good way to get this information is by conducting surveys. A survey will consist of a series of different structured questions that are for your targeted consumer to complete. The most essential piece to this all is if your survey is good or bad. Defined Curls, Defined Data

The substance of your survey is what makes or breaks your results. What makes a good survey is consistency, structure, and purpose. I believe without these three pieces, your survey will be a major frizzball. Bad surveys can be pointed out by their flaws such as being lengthy, redundant, and vague. The outcome of this will lead to skewed results, wasted resources, and inaccurate conclusions. Asking what your favorite gel, cream, or mousse is can be unnecessary to ask. Instead, you can ask, “What are you looking for in a curly hair product?” This allows the respondents to give as much information as they please. Another question could be, “Which products are most important to you in your curly hair routine”. A question like this will give the answers of what your target audience/consumer prioritizes⁠— you can use this to create which products for your line. The questions that are in the survey need to be clear and concise so that your respondents can understand the reason for the overall survey. Including different types of questions will allow the respondent to give answers that align with the research objective. Concise and engaging surveys will allow you to get the full attention of respondents and accurate answers. A good survey will result in accurate data and an informative conclusion. Creating The Curl

When designing a survey you must ‘design with the end in mind’ (Jacyln Tanebum). This refers to a way of thinking that ties all research planning and design decisions to what you want to include in that final research report. You consider this as you go through marketing research proves that as you go through the marketing research process every decision should be made with thinking of the end in mind⁠— the end of result that is.

Care For Your Curls As discussed, a survey is not just a survey. They are one of the main tools to use during your market research analysis. As a researcher, you should care for the curls you will be affecting based on the results of your research. A good survey promises actionable and trustworthy results and leads to better strategies and outcomes for your brand. Rather than a bad survey that will give you frizzy and tangled data that essentially equals unattainable data.