To practice designing an XM survey, let us take your organization as an example. Thinking about your team or organization, on a piece of paper plan a survey using the below guidelines and structure:
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Example |
Your Organization |
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Write your Business Problem |
A new product line is about to be launched for parents with children under 3 years old, will it be successful? |
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Write your survey objectives |
Understand appeal and intention to adopt the new product line by the target market, and formulate the market campaign narrative. |
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What data do you have already? |
The features of the product line Target Market definition Target demographics |
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What data do you need to collect? |
Product usage in category Intention to adopt Purchase Attitudes The appeal of the value proposition Collect unprompted value perceptions of the product vertical State of residence |
Next, on another piece of paper and using the above information, create the question wording and answer choices for 5 different questions that would go into this survey.
Two examples are provided in the table below:
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Data Needed |
Question-Wording |
Answer Choices |
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Example: Product usage in the category |
Example: Thinking of baby wipes, which of the following have you used in the past 3 months? |
Example: Product 1, Product 2, Product 3, etc. |
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Example: purchase attitudes |
Example: How much do you agree or disagree with the following statement? "I regularly make environmentally friendly choices in my baby wipe choices". |
Example: Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree |
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1 |
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2 |
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3 |
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4 |
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5 |