How to Survey Chamber Members
No question about it — member-based organizations are conducting more surveys than ever. But are they generating the high-quality data needed to make good decisions?
Check off these trends to boost your survey savvy:
Meyer encourages organizations to ask themselves what they actually really want to know. This results in fewer, but more targeted and higher-quality questions.
Keep mobile in mind.
“Mobile surveys are ’the big thing’," says Cho. More than 1/3 of surveys are completed on mobile devices.
A survey on a desktop computer can look radically different on a tiny smartphone screen, so careful design and testing are essential.
To encourage smartphone participation, Cho says a survey should include a maximum of 20 questions, with multiple questions displaying on a page.
Survey timing is critical. "Seriously consider when your audience will be thinking about you and your issues," says Meyer.
Surveys can offer a valuable glimpse into members' minds and identify their needs and preferences.
Focus on the one requirement that won’t change: "We need to make sure the respondent has a good experience," Cho says. "Otherwise, without the respondent, you don't have a survey.”
Source: Associations Now Nov/Dec 2015.