Can’t afford research? No problem.

by Russ Hill on May 4, 2010

We’ve all heard it for years… the customer is the most important part of your business.  Most marketing books I’ve read over the years preach about how critical it is to listen to your customers.  You’ve got to be asking them about their experience with your products.

I could not agree more on how important this is.  For those of us responsible for products and brands, we simply HAVE to spend a great deal of time listening to our customers and hearing about their experience with us.

So, for those of us in media, how exactly do you do that?  Sure, there are the focus groups and perceptual research.  I’m a huge believer in these sorts of projects, when done right.  But, many companies these days aren’t awash in cash.  So, how exactly do you interview your customers?  How do you ask them what they think?

Several years ago I stumbled on the answer.  It’s Survey Monkey.

No, really.  That’s the name of the company that is KILLER in helping companies listen to their customers.  I found out about it from someone I got to know in the marketing department at a major company.

I’ve used it over the years to find out what audiences are interested in, to have them rate different topics/issues, and respond to different programming features/shows over the years.  This technique has proven to be incredibly useful in helping build engagement with the audience.

And, the amazing thing was… it cost like $29 a month or some insane price like that.  Are you kidding?  Valuable research with hundreds of respondents to each survey for less than 30 bucks!

There are other things I’ve used over the years to LISTEN to customers.  I’ll highlight some of them in future posts…

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