How to do Customer Surveys right
Once you know your customer pretty well and have adapted your Basics and Business Model after the Observations, Interviews or Focus Groups, you can start with customer surveys. Until now, your interactions with potential target customers were mostly centered around their problems, pain points, lifestyles, processes, fears, frustrations, dreams and happiness points... Now it's time to introduce your solution and make some real validations with a larger number of individuals through surveys.
What are Customer Surveys?
Surveys are lists of close-ended and open-ended questions. They are best if you'd like to make some statistics. They can be done both online and offline. The surveys can be about different topics similar to the ones in the Persona Framework but they can also introduce your startup's solution.
Why are Customer Surveys important?
The first three reasons surveys are important are similar to the ones from Customer Knowledge. But there are additional ones: number 4 and 5.
1. Cheaply validate or disprove an existing problem, your target customers, your solution and potentially your revenue model: Instead of investing time and money directly into the solution, find out first whether your solution solves a customer need.
2. Problem solution fit: as Albert Einstein once said:
"If I had an hour to solve a problem, I'd spend 55 minutes thinking about the problem and 5 minutes thinking about the solution".
The better you know your customers' problems and pain points, the better you can formulate a creative and needed solution.
3. Marketing & Communication: it allows you to create better marketing and communication strategies and spend less money.