![\"2014-0329_OxyTEDx-0276\"](\"https:\/\/berkonomics.com\/wp-content\/uploads\/2014\/04\/2014-0329_OxyTEDx-02761.jpg\")
<\/a>What a great test. It reminds us that our customers, especially early adapters, must want to continue to use our products to the extent that they \u201cwould be very disappointed\u201d if unable to do so in the future.<\/p>\nWhat other questions could we wrap around this critical one to form a great survey that is both short enough and powerful enough to be relevant to our marketing effort, let alone our R&D and production efforts?<\/p>\n
[Email readers, continue here…]<\/em><\/span>\u00a0 Using Sean again as a source, we might ask: \u201cHow did you discover our company?\u201d and provide several checkbox answers, including \u2018friend or colleague.\u2019 Again, it is a sign of a viral marketing effort to get more than forty percent checking that box. Then \u201cHave you recommended our company to anyone?\u201d Use just \u2018yes\u2019 and \u2018no\u2019 as possible answers, and look for more than fifty percent \u2018yes\u2019 responses.<\/p>\n And there is always the great open door question: \u201cWould it be OK if we followed up by email to request a clarification to one or more of your responses?\u201d If more than fifty percent say \u201cyes\u201d you have a real hit on your hands. It means you can use this respondent as a resource for case studies and marketing quotes in the future.<\/p>\n Keep your survey very short to insure a large number of responses. But do include at least one specific question about your product to be sure the respondent is an actual customer.<\/p>\n","protected":false},"excerpt":{"rendered":" Sean Ellis, the marketing guru behind DropBox and other successes, advises clients that \u201cThe most important question on a survey is, \u2018How would you feel if you could no longer use this product?\u2019\u201d He goes on to quantify the response. … Continue reading