The Limitations of Traditional Online Surveys

I could probably write a book with this title (hey...there's an idea!), but the reason I'm thinking of it now is that I was just popped a survey on a magazine website.

It asked all the basic demographic information that might be useful for research. But so much more was left on the table.  It is great to gather information, but if you are going to put your site visitors through a survey, make sure you are making the most of the opportunity. 

Some quick thoughts (or you could call them "must haves"):

• Make sure you are getting a representative audience to complete the survey.  Without it you have individuals opinions (there is some value there) but with a representative audience you have taken the first step towards having a useful metric.
• Demographics can be important,  but lets also understand what is driving their satisfaction and what is likely to result from the online experience (loyalty, retention, purchase online, purchase offline, etc.).
• Understand the relationship between those drivers of satisfaction, overall satisfaction, future behaviors and financial success. It is great to know where we are today, but the holy grail is to know what we need to do to improve -- and what impact it will have on our success.  This is not an easy task, but it is the key to turning voice of customer into actionable information.
• Rely on a proven methodology.

I like to think of it as "applying science to voice of customer."

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