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Four Mistakes That Marketers Make When They Conduct Surveys

by Ray Beharry  |  
May 4, 2016
  |  2,481 views

Any good marketing campaign strategy strives to answer this essential question: Are we reaching the right customer, with the right message, at the right time?

Answering that question isn't easy, but doing so is vital. By collecting data on concept and product development, market trends, branding key performance indicators, campaign measurement, customer satisfaction, communication, and creative, you'll be empowered to take a more strategic marketing approach.

Moreover, selecting the right medium for gathering feedback can reduce cost, improve reach, and speed up your data collection. The trick is to get data quickly enough that it can guide internal decision-making—which makes mobile surveys a great option.

Mobile: Market Research's New Frontier

Agencies and clients need to consider that traditional methods of gathering market research (such as door to door, in person, via a live operator, and robocall surveys) have their limitations and biases.


People see door-to-door visits, live-operator calls, and robocalls to mobile phones or landlines as the most intrusive forms of survey invitations, according to a recent study.

By contrast, mobile surveys assure anonymity, eliminate interviewer bias, and reach and engage participants within their time-constrained schedules.

How do marketers know whether they're targeting the wrong survey audiences or taking antiquated approaches to data collection?


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Ray Beharry is head of Marketing at Pollfish, an Adjunct Faculty Member at New York University, and an advisor to startups at NYUs Startup Incubator at the Tandon School of Engineering.

LinkedIn: Ray Beharry 

Twitter: @RayBeharry  

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