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Technology advancements have created a variety of new marketing channels ... marketers are now able to gather feedback and intelligence on marketing effectiveness faster and more accurately than ever before.

Measuring Marketing Effectiveness With Marketing Surveys

With marketing executives' and top management's continuing interest in return on marketing investment (ROMI), marketing surveys are becoming an essential tool in a marketer's toolkit. Over the past several years, technology advancements have created a variety of new marketing channels (website, email, Internet advertising, etc.), as well as a variety of sophisticated tools that allow marketers to target specific segments with even greater accuracy, speed and detail. Marketing surveys have benefited from the same advancements, and marketers are now able to gather feedback and intelligence on marketing effectiveness faster and more accurately than ever before. The types and styles of marketing surveys that can be performed and the methodologies available are numerous, and Polaris can help you decide which is best for your particular circumstances. Depending on which aspects of your marketing are being measured, available contact information, market segment, market size and structure, and available budget, Polaris can help you design and execute the best marketing survey possible.

Marketing Survey Types

There are many marketing survey types. While it is common for many of the common marketing survey questions (i.e., awareness and perception) to be included as part of a larger corporate marketing research program, such as customer satisfaction and loyalty, a dedicated marketing survey is always called for to really dig into and understand marketing effectiveness, awareness and perception. The more common marketing surveys include:

  • Advertising Effectiveness (Including Tracking)
  • Brand Research (Identity, Equity, Loyalty)
  • Communications Strategy/Effectiveness
  • Media Research (Viewership, Readership)
  • Message And Copy Testing

Corporate marketing encompasses so many aspects and there are literally dozens of opportunities to conduct surveys and gather intelligence for future decision making. Polaris Marketing Research is experienced in creating and revising a variety of marketing surveys, and we can help you in gathering the intelligence you need in the most reliable, efficient and cost effective way possible.

Contact us to learn more about how marketing surveys can benefit your company.