I have become a huge fan lately of the online market research tool Zoomerang. Definitely check it out, since it’s free for your first four surveys and remarkably easy to use. Here are my two uses in the past 3 weeks:
Consumer Research – testing most effective web copy and design
- My start-up (www.mshopper.com) needed some quick and dirty market research to identify the most effective phrases and images that would encourage an online shopper to sign up to receive hot deals sent to their mobile phones
- Copy Test: Would mentioning a ‘shopping spree’ do the trick? Or store credit? Or cash? Should we lead with the call to sign-up and follow with the financial incentive? Or the other way around?
- Design Test: Would a picture of a pile of cash elicit the most clicks? Or a smartphone? Or a smartphone spitting out dollar bills like an ATM? Would a square or rectangular image catch the eye better?
- Zoomerang allowed me to insert 10 image files into a multiple choice survey question, and then create another open-ended form to get more specific feedback. You can send out a link, mail it to a list, or embed it on a website. The stats are nicely collected and displayed as well.
- The bottom line is that mentioning “shopping spree” and using copy mentioning the opportunity to ‘get first dibs’ was the winner. The largest design showing the pile of money and a bolded mention of $250 not-so-surprisingly took the first place for design.
- FYI, take the 7-question survey here!
Employee Research – collecting feedback on improving a production process
- As a manger of developers, I wanted to identify ways to easily improve our production process
- I quickly created a 10-question survey which sought feedback on ways to improve our communication, resources, testing process, work schedule, etc.
- The results that came back reinforced some areas I had a hunch on and disproved other ideas I was about to implement. VERY helpful. It’s a super easy way to gather constructive feedback from a workforce and demonstrate your commitment to them at the same time. And much easier to field than the traditional paper surveys.
Filed under: Best Practice Tips
