Five quick and easy ways to make surveys more effective for content marketing

In my (sometimes) humble opinion, well-written surveys can be a reliable and effective method of generating newsworthy content.

Surveys allow you to deeply explore personal beliefs and behaviors. They can be tweaked and tailored specifically for your goals, and they appeal to our seemingly universal need to care way too much about what other people think.

I’ve written a lot of surveys in my time at Fractl, and all that experience has taught me plenty of lessons. So, here are five tips that you can employ today to make your next survey a winner.

Tip #1: Embrace the opportunity of survey creation

As content creators, we get paid to be curious, and that’s awesome. Running a survey is a unique opportunity — don’t waste the chance to ask questions worth asking.

We take for granted that our respondents open up about their deep thoughts and personal experiences, maybe even ones they haven’t shared with anybody else. You can write better surveys by simply appreciating that.

Here’s how I like to think of it: Do you want to think up some questions and find out how basically all of society would answer them? If you asked that to just about anybody, I’ll bet they’d take you upon it. 

The point is simple: It’s pretty freaking cool to find out how thousands of people think, feel, and behave.

When you’re engaged, your findings will be more engaging.

Tip #2: Draft a survey brief and actually use it

A well-developed campaign brief is the absolute most important part of any project. A survey brief provides structure and strategic direction for your survey. By immersing yourself in the topic, you’ll yield better, more insightful questions. 

Let’s dive into each one of those elements a little further.

Survey structure

Here’s something I thought I’d never say: All of those English teachers were right. Every essay did need an outline, and so does every survey. 

(I still don’t believe them that the green light over the river was a carefully crafted metaphor for something-or-other, but that’s a discussion for another article.)

Outlining your survey will give you a clear path to follow. This allows you to focus on the more interesting, nuanced aspects of your topic. Having structure, perhaps counterintuitively, actually makes it easier to improvise and take chances.

Strategic direction

Clients aren’t paying us to write surveys because they know we enjoy it, they’re paying us because we achieve their goals.

Drafting a brief will help you clarify your objectives and strategize how to meet them. Referencing that brief throughout the process will keep your survey and your goals aligned.

For example, we often have the goal to build brand awareness for a client. We do this by earning media coverage through the content we create.

When we run surveys that serve as the foundation of our content, we have to consider what journalists (and their audiences) will find interesting. If we don’t keep this in mind, we won’t meet our goals.

Immersion in the topic

A brief isn’t just about planning and outlining; it’s about digging into the topic and sparking curiosity. 

This allows you to get the obvious angles out of the way and tap into what’s really newsworthy: a novel, personal, unexpected, nuanced, and humanistic takes on a topic (no matter how common it may seem).

My writing process for a brief typically follows a simple formula:

1. Research and contemplate the topic: Think about it while your boss sits next to you wondering why you’ve done nothing but stare at your computer for 10 minutes.
2. Take as many notes as you can: In fact, takes notes as quickly and as incoherently (in my case) as possible. Brainstorm, ask open-ended questions, get lost in the rabbit hole, and get as many thoughts onto the page as possible.
3. Go back into your notes and make sense of them: Condense them into a clear and ordered outline of the angles you intend to explore.
4. Leave it and come back: Tweak a few things, give it a spit shine, and send it over to your boss or client for feedback.

By the time you get to your actual survey, you’ll have immersed yourself in the topic. You’ll also have a clear understanding of what you hope to achieve, and you’ll have a detailed, strategic plan.

Tip #3: Be specific when writing survey questions

Specificity doesn’t just ensure clarity and accuracy. It enables you to ask targeted, insightful questions.

“It’s not what you said, Dad, it’s how you said it.” – me, all the time

Choose your words — and your questions — carefully. Detailed, nuanced perspectives make topics more interesting, more relatable, and more newsworthy. Specificity is how you get that.

There are a lot of areas where you can employ specificity to write better surveys, but I’ll focus on the most important: How to ask your questions and set up potential answers.

Examples

Here’s an example: “How many times per week do you shower?”

If you’re me, the answer is “not enough, according to my wife,” but if you’re most people, that question could be interpreted in more than one way. Are you asking how many total showers a person takes in a week, or how many days out of the week that person showers? Are you asking about this week, last week, or whatever random week they might be thinking of?

Some better ways to ask this would be: “In a typical week, how many total showers do you take?” You could also ask more specific questions like, “What’s the longest amount of days that you’ve gone without a shower?” or “In your opinion, to what extent is it acceptable to skip a daily shower occasionally?”

When it comes to providing answer choices, I often aim for the option that will give me the most actionable, most specific data. You can’t unmix paint, so give yourself a good palette instead of a few pre-mixed colors. You can always bucket, convert, and manipulate your detailed data later.

For example: Don’t ask for age ranges. Ask for ages. Do you plan on using age ranges? Great, it’ll take you 10 seconds to make them later if you have each age. Income brackets? No. Why? Ask for income and create your income brackets later, after you’ve done all the interesting things (average, median, percentiles, and more…) that income brackets wouldn’t have let you do.

By phrasing your questions specifically and thinking about how you’ll use the answers, you’ll avoid confusion and being too vague. You’ll also be able to ask more targeted questions. Have you ever done X? Have you ever considered X (even if you haven’t done it)?  Have a clear idea of why you’re including each question, and what specifically you hope to do with it.

Tip #4: Get personal

A survey is where the personal and the universal break even.

By tapping into the emotional, humanistic potential of your surveys, you can generate takeaways that truly resonate with a greater audience. 

There are plenty of ways to write a newsworthy survey, but to me, surveys are the most interesting when they explore the human condition — when they reveal something about who we really are, why we do things, and how the world affects us.

So how do we do that? By opening up the clock and seeing what makes it tick.

Ask follow-up questions:

Don’t just ask for answers; ask about those answers. People told you that they do X? Great. How does that make them feel? Is there someone in their life who wishes they didn’t do X? How does that affect their relationships? How does X affect their health? Their life satisfaction? How do they feel about people who don’t do X?

Get personal

Surveys are interesting because they tell us about ourselves. Personal takeaways are more unique and are more likely to resonate with the audience on an emotional level. What people do is interesting, but it’s not as interesting as the reasons why they do it, how it impacts their lives or the way that doing it makes them feel. Tip: If you’re getting really personal, you can make the question optional so people don’t feel uncomfortable having to answer.

Embrace nuance and ambivalence

Everything is complicated and (almost) nothing is black and white. Use your surveys to explore the underlying complexity behind people’s beliefs and behaviors. Measure ambivalence by asking respondents if they acknowledge any points that contradict their beliefs or if they ever second-guess or feel guilty about a behavior. Tap into the inherent nuance of most topics by asking questions about its underlying causes or hidden effects.

Let’s take student loan forgiveness, for example. Many people who support loan forgiveness can believe it’s unfair to some people. At the same time, plenty of those who oppose it might acknowledge that it would benefit people, but that other concerns are more important.

By exploring the layers of complexity, we give the topic a fair and detailed perspective, while also uncovering interesting, newsworthy takeaways.

Draw connections

Explore cause and effect. Ask yourself how the topic might impact other areas of people’s lives. Ask yourself how their perspectives on your topic might correlate to other beliefs and behaviors.

Draw connections between people’s perspectives on your topic and their behaviors: Is it making your life better or worse? What are you doing to deal with it? How has it impacted your relationships? What do you think is causing it? Do you think it’s good/bad? Do you think it’s important? 

Ask questions that people haven’t asked yet. It’s really that simple. It’s not easy, but it’s simple.

Tip #5: Try new things

Do we all get stuck in our habits? Absolutely. Do rhetorical questions seem to be one of mine? Clearly. Is it important to break out of them? Not this time for me, apparently, but yes! 

Try new things in your surveys and on your survey platform, and you might be surprised at how much you’re able to pull off.

Some helpful ideas

If you don’t know what to try, here are some ideas:

• Open a blank template on your survey platform and play around with it. Look at each feature as a tool and ask what you might be able to do with it. Find a question format that you haven’t used yet, and look for settings that you usually just scroll past. 
• Tweak the settings. For example: Carry responses forward but ask people about the choices they didn’t select. Ask them why they didn’t select them, or how they feel about people who might’ve.
• Use your answers in a different way. For example: Count the number of selections each respondent made in a select-all question, then create groups based on those counts. Create new demographics using one (or several) of your questions, and break your other results down by those.
• Strategically divide your sample. For example: Split your respondents into two groups and ask them complementary questions. One group, for example, could report on their habits while the other group reports on their perceptions of those habits.

You may not move forward with every experiment, but it can certainly open your eyes to new ideas.

Conclusion

I do have to add the caveat that self-reported information has its limitations. However, that doesn’t mean you can’t explore fascinating subject matters and gain more insight into public perception and behavior.

Approach survey creation with curiosity, attention to detail, and a sense of experimentation, and your chances of creating compelling content will increase dramatically.

John Bernasconi is a Creative Strategist at Fractl. When he’s not probing anonymous survey respondents about their innermost feelings, you’ll probably find him out in the garage covered in sawdust or in the kitchen (still covered in sawdust).

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