Online Survey Tools
An Evolutionary Improvement Over Paper & Phone SurveysSurvey Tools Have Grown In Popularity
The rise in popularity of survey tools since 1999 is a clear indication of their advantages over other modes of survey distribution that they replace – paper and phone. Besides the distribution cost advantages a survey tool enjoys, and the challenges of digitizing responses of paper and phone surveys, survey tools are also necessary given the declining response rates challenge the market research industry has faced in the past decade.The cut-the-cord dynamic of some (typically younger) segments of the population to terminate their home phone service in favor of mobile phone only, the increased popularity of the Do Not Call Registry and the rise of social networking combine to yield a macro trend in the industry away from paper and phone. Research has shown us that people have a preference to not take phone surveys at home during their private time. And, there is skepticism that paper surveys are actually aggregated and reviewed. Plus, with either paper or phone modes, there is no opportunity for the respondent to see the results of the survey like with online polls. Thus, we see an increasing trend toward the use of a web based survey tool and away from traditional modes paper and phone surveys.
Survey Tools are the Basis for Enterprise Feedback ManagementWhen a survey tool grows up, it becomes an enterprise feedback software application. A survey tool typically consists of a survey creation tool, templates, email list loading and management, some basic skip logic, and maybe basic reporting. But, enterprises and market research organizations need a true enterprise feedback management tool – which adds advanced analytics, triggers and alerts, workflow management, report distribution, panel management software; and more – in order to fulfill the needs of the complex enterprise.
Online feedback communities are the next big trend
After enterprise feedback management software comes online communities. The natural extension of social networking and social media, online communities allow researchers to combine the quantitative results offered by a survey tool, coupled with the qualitative feedback offered by online forums, blogs, wikis, suggestion boxes and other interactive internet applications.
So while using a survey tool is a step forward for an organization, companies should consider the full capability of an enterprise feedback software application, and one that can grow into online community softwareas well.
