How to Utilise Surveys and Market Research

Gather Valuable Insights from Your Target Audience Before Redesigning Your Website or Launching a New Part of Your Business

Before redesigning a website, conducting extensive market research is essential to ensure that the new design aligns with the needs and preferences of the target audience. Here are some other market research methods that can be employed in addition to surveys:

1. Competitive Analysis

  • Objective: To identify what competitors are doing right and where there may be opportunities to stand out.
  • Method: Analyzing the design, functionality, and content of competitor websites. Tools like SEMRush or Ahrefs can assist in this analysis.

2. Focus Groups

  • Objective: To gather qualitative insights about user preferences and perceptions.
  • Method: Organise a moderated discussion with a selected target audience group to explore specific topics related to your website.

3. User Interviews

  • Objective: To better understand individual user needs and pain points.
  • Method: Conducting one-on-one interviews with existing or potential users, asking open-ended questions about their experiences and expectations.

4. Usability Testing

  • Objective: To evaluate how easy or difficult users find navigating your current site.
  • Method: Observe users as they complete specific tasks on your website, using tools like Crazy Egg or Hotjar for tracking.

5. Social Media Monitoring

  • Objective: To understand public sentiment and trends within your target audience.
  • Method: Monitoring social media platforms for comments, mentions, and discussions related to your industry, competitors, or specific keywords.

6. Analytics Review

  • Objective: To understand user behaviour on your current site.
  • Method: Analyzing existing website data using tools like Google Analytics to identify popular pages, bounce rates, user paths, etc.

7. Content Audit

  • Objective: To determine which content is resonating with your audience and what needs to be improved or updated.
  • Method: Review and assess your website's current content for relevance, engagement, and effectiveness.

8. Environmental Scanning

  • Objective: To understand the broader market trends, including political, economic, social, and technological factors that may influence your website design.
  • Method: Researching and analyzing external sources like industry reports, news, academic papers, etc.

9. Surveys

  • Objective: Gather specific information, insights, or opinions from a targeted audience to guide decision-making
  • Method: Surveys involve designing and distributing a series of structured questions, either open-ended or closed, through various channels like online platforms, emails, or in-person interviews, followed by a systematic analysis of the collected responses.

The blend of quantitative and qualitative research methods mentioned above will offer a well-rounded understanding of your target audience's needs, preferences, and behaviours. By taking a multi-faceted approach to market research before embarking on a website redesign, you can ensure that the new design will be user-centred, competitive, and aligned with both current trends and future growth opportunities.'

Understanding the needs and preferences of your target audience is a critical component of a successful business strategy, particularly when launching a new product or redesigning a website. Conducting surveys can be a powerful tool to gain valuable insights and optimize user experience. Here's how you can effectively gather data from your target audience.

How to Create a Survey

1. Define Your Objectives

First and foremost, clarify the goals of the survey. Are you seeking feedback on the existing website's usability? Are you interested in learning what features your audience would like in a new product? Knowing your objectives will guide the survey's structure and questions.

2. Identify Your Target Audience

Your survey should be directed towards the individuals who will use your product or website. Consider demographic factors such as age, gender, location, and interests to tailor the questions accordingly.

3. Choose the Right Platform

Various tools, such as SurveyMonkey, Google Forms, or Typeform, are available for creating and distributing surveys. Select a platform that offers the features you need and ensures user privacy.

SurveyMonkey is a widely-used platform for creating website surveys, offering several advantages for businesses looking to gather insights. Its user-friendly interface allows for quick and easy survey creation, even for those with little technical expertise. Customisable templates and a variety of question formats provide the flexibility to design surveys that align with specific research goals. Analytical tools within SurveyMonkey aid in interpreting the data, turning raw responses into actionable insights. Security features and compliance with data protection regulations further enhance its appeal. Integration with other marketing and analytics platforms is another valuable feature, making SurveyMonkey our preferred choice for website surveys.

4. Design the Survey Carefully

Your survey should be concise yet comprehensive. Consider including:

  • Open-ended questions: These can provide deeper insights into user feelings and ideas.
  • Multiple-choice questions: These are quicker to answer and can be easily quantified.
  • Scale-based questions: These can gauge the intensity of user feelings about a particular subject.

Ensure that the questions are clear, unbiased, and relevant to your goals.

5. Offer Incentives

Incentives such as discounts, giveaways, or access to exclusive content can encourage participation, particularly if the survey takes more than a few minutes to complete.

6. Promote the Survey

Promote the survey through various channels to reach a broader audience. Reaching your target audience effectively is crucial to obtain reliable and valuable feedback, especially when planning to redesign a website or launch a new business aspect. Here are some ways to utilise various channels to connect with your audience and distribute surveys:

Existing Website:  Place a pop-up survey or a permanent link on your existing website. You can reach users already engaging with your brand, gathering insights from those who have firsthand experience with your products or services.

Social Media Channels: Share the survey through posts or direct messages on platforms like Facebook, Twitter, Instagram, or LinkedIn. Social media allows you to reach a broad and diverse audience. Engaging content, such as videos or images accompanying the survey link, can encourage participation. You can additionally use social media advertising to target your potential target audience.

Newsletter: Include the survey link to your subscribers in your regular email newsletters. Newsletters reach a targeted audience who has already expressed interest in your brand, often leading to higher response rates.

Combining Channels for Greater Reach: Utilise a combination of your website, social media, and newsletters to ensure the survey reaches various segments of your audience. A multi-channel approach ensures broader coverage, tapping into different preferences and behaviours within your target audience.

Reading and engaging with your target audience requires a thoughtful approach that considers where your audience spends time and how they prefer to interact with your brand. By strategically placing surveys on your existing website, leveraging social media channels, and incorporating them into newsletters, you can gather comprehensive insights that reflect the diverse perspectives of your target audience. This approach will ultimately contribute to more informed decisions and a better alignment with customer needs and expectations.

7. Analyze the Results

Once you've collected responses, analyse the data methodically. Look for trends, correlations, and insights that directly relate to your objectives.

8. Implement the Feedback

Use the insights to inform your redesign or new launch. Whether it's changing a navigation structure, altering product features, or revamping the entire design, make changes that align with your audience's needs and desires.

9. Maintain Engagement

Consider sharing the results of the survey with the participants and the changes you've made based on their feedback. This transparency builds trust and shows your commitment to customer satisfaction.

10. Evaluate and Iterate

After implementing changes, you might want to conduct follow-up surveys or other forms of user testing to ensure the changes have had the desired impact.


Surveys are more than just a tool to gather opinions; they are a strategic instrument to understand your target audience's needs, preferences, and expectations. By applying the above strategies, businesses can make data-driven decisions that align with their audience's needs and contribute to overall success. Remember, the power of surveys lies not only in asking the right questions but in taking actions that reflect the voices of your customers. Listening to your audience and acting on their feedback will lead to more meaningful connections, higher satisfaction, and greater success in your endeavours.

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