Setting a goal focuses your efforts and saves time and budget that might have gone to extraneous details.

Long Term

  • Build brand awareness – Bankrate, a consumer financial services company, publishes monthly surveys such as its Financial Security Index in order to promote its brand.
  • Demonstrate thought leadership – The Better Sleep Council, an arm of a mattress manufacturer’s associate, used a sleep-habits survey to highlight American attitudes towards sleep, as well as perceptions and misperceptions.
  • Improve search engine ranking of your site for key terms – HealthPocket, a health plan comparison website, used a survey to improve its ranking for the keyword “physician search”.
  • Develop content for a content marketing strategy – Evergage, a real-time personalization vendor, has published three annual studies on marketing personalization, in order to generate content for blog posts, ebooks, and webinars.

 

Short Term

This is an excerpt from the free Researchscape white paper, “Amp Up News Releases with Newsmaker Surveys”;. Download your own copy now:

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Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.