Creating powerful news hooks to raise awareness of a problem using survey results is a clever way to draw credible attention to something — especially something that’s not getting the attention it deserves.
Consequently, it goes without saying that brands, solutions and services around an issue can benefit from the de facto exposure – which for a start-up can really establish their brand as a the-go-to source for information and/or their product.
Well-conducted surveys have the potential to make and even shape the news. During a product’s pre-marketing phase, for example, they can help prepare your target market, educating key opinion leaders (KOLs) across the relevant industries that need to be targeted, while also building greater overall brand awareness.
Of course, surveys aren’t necessarily cheap or easy to assemble. But for start-ups trying to disrupt the market it’s a great way to make a lot of noise in a short amount of time. Strong figures are extremely inviting for journalists who always have to justify stories to their editors.
If they have a handful of good looking metrics, journalists will have a much easier time swaying their editor, which often leads to stories syndicating far and wide. Strong surveys can also lead to the foundation of lasting relations with journalists making it easier to land stories in the future.
In my first month working at Whiteoaks I’ve been involved with at least four surveys. One of which allowed a client to enter four separate verticals including property, retail, technology and hospitality. Thinking laterally, therefore, is very important when coming up with surveys in the first place.
Indeed, developing surveys properly is absolutely key to make sure you get the best results. If you aren’t quite sure what you’re asking though, you can end up with some fairly interesting misfires. Using quantitative analysis at university to figure out behavioural patterns of nation states, my research was often a case of trial and error. Mainly error.
But it taught me some important lessons that have stayed with me to this day. This is why you need experience, making sure you get the best results possible in areas that you might not be familiar with. Because Whiteoaks works across different verticals and has such a diverse, skilled team, we have it in spades.
So, if you’re thinking about making some major waves consider survey power!