An opinion poll is a research tool used to identify the position of a specific sample regarding a certain product, service, brand, idea, etc. The survey is a quantitative method and is conducted based on a questionnaire applied to a previously established target audience (sample).
1. Set your objectives
Before creating an opinion poll, it is important to clearly establish your purpose. Generally, research is conducted to find out customer satisfaction levels, monitor performance, analyze competition, or discover various market indicators.
Write down what you want to achieve through the research and ask a few questions that your hypotheses could answer, including some possible responses.
2. Define your target audience – the survey sample
Try to focus on the important things and on a representative sample, because the more you expand the research area, the more likely the number of respondents is to decrease. This can happen because it is very possible that respondents may not be able to answer all the questions.
Along with the possible answers mentioned earlier, also note the percentage of responses you estimate you will receive. These will help you at the end of the research to realize the extent to which you can intuit certain variables. This entire process will also help in synthesizing the important elements of the research.
3. Carefully design the questionnaire
Then, when designing the final questionnaire, you must consider that it defines the limits of the analysis and the final results. These limits can add value to the research or prevent you from finding the important things you need.
It is important to think from the very beginning about how you will collect and analyze the responses.
In creating the design, you can use:
nominal, specific variables (e.g., colors, product names, etc.);
interval variables (e.g., number of employees, age);
ratio variables.
Even though the software used in research includes a wide range of data collection tools, any of these fall into one of the four categories above.
If you want to find out more about polls, their creation, or the most used methods, follow us on the blog, Facebook or LinkedIn, where we will periodically post information about what you should consider when you decide to conduct market research.
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See how MKOR studies help your business with data you can truly rely on. We combine CATI surveys and our own panel with interviews and focus groups so you have a complete picture of the market.
Methodology and approach
We always start from what you want to achieve. We measure the market through quantitative studies and find the “why” behind the numbers through qualitative research. Usage & Attitude (U&A) studies show you exactly how your customers behave.
Frequently Asked Questions (FAQ)
How long does a market study take? It depends on what you need. A quick panel survey is ready in a few days, while a complex brand tracker can take several weeks.
What type of research is right for me? If you want to validate an idea on a representative sample, we go with quantitative. For new ideas and exploration, focus groups work best.
Case studies and results
We have worked with brands from many industries for brand health monitoring and competition analysis. You don’t just receive a report with numbers, but concrete recommendations for the next steps in your business.
