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Kiersten Toye
February 13, 2017

How Online Polls Improve Market Research

polls.jpgTarget audiences are the core influencers of business strategies. When crafting a new product or organizing an effective advertising campaign for their brand, companies are reliant on including the interests of target consumers to their decision-making process in order to obtain success. This reliance is why modern businesses are popularizing the utilization of online polls as a resourceful method of market research.

Why Market Researchers Choose Online Polls

Since 2014, market research has evolved into an industry that annually accumulates over $40 billion in global revenue. The thriving success of market research stems from the effective ease the digital sphere offers when it comes to gathering information. Thanks to the Internet unlocking the ability to contact multiple people across varying geographic regions, market researchers can approach more customers in an online atmosphere than in a traditional one. This advantage also allows researchers to obtain more direct answers for evaluation and, thus, maintain a more thorough research result.

The Process in Action

The market research process of online polling can be broken into three major steps.

First, these market researchers must brainstorm a concise set of questions to ask targeted individuals; the amount and type of questions researchers consider must reflect the overall issue a business wants to explore. A kitchenware business interested in what sink features its consumers prefer, for example, is more likely to ask multiple polling questions than a cell phone company curious to see which color their customers prefer the new phone model to be.

Second, after the questions are decided, researchers select an outlet to present these questions to their designated public. Polling questions are commonly shared on social media channels like Twitter or on a brand or a brand affiliate's website. 

Lastly, researchers review the online poll’s results after a set amount of time has passed. While reviewing the questions, researchers analyze more than just a consumer’s direct opinion. A customer’s demographics are also considered by researchers in order to highlight any major findings to the business. With data-tech like Google Trends in existence, demographics can be as standard as a participant’s gender and age or as exclusive as their lifestyle habits, their favorite forms of entertainment or even what kind of car they drive.

Moving Forward with Poll Results

Now aware of their consumers’ answers and major demographics, a company’s advertising and marketing teams can properly strategize the next steps for their brand. Depending on the results gathered, a business’s plan of action could go on as planned or undergo revisions to increase its ability to satisfy customers.

Through online polling, brands unlock an efficient, trackable way to gain direct customer feedback from their target audience.

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