Rising political instability worldwide, the use of social media as a medium for protest and the ever-evolving way in which people can voice their thoughts – people are making their voices heard across the globe.

In business, especially, the opinions of the public are critical – specifically in the form of data surveys. Take the recent planned sale of Wembley Stadium, which collapsed after billionaire Shahid Khan withdrew his bid to purchase the stadium from the FA.

The lack of support from decision-makers in the English game had left him feeling the deal had become too ‘divisive’ – particularly among football fans, who voiced their opinions on the move in a survey organised by the Football Supporters’ Federation.

Feedback from over 2,000 supporters found only one in three fans believed the FA should sell to Khan, with two-thirds being against selling the stadium under any circumstances.

This swell of public opinion illustrates how feedback on business decisions can influence decision-makers. But how can you use the data gained from such surveys successfully to inform your marketing decisions and at the same time educate your target audience?

 

Telling a story with data
Data gathered from surveys – in its raw format – doesn’t give the full picture of what has been learned. But delving deeper into the data and augmenting it through storytelling can help you identify what key takeaways are there. This helps you learn more about your customers, your market and their habits but also communicate effectively to them through the survey. If they feel they are part of the project, they are more likely to voice their opinions honestly and empathise with your efforts.

Discovering the overall narrative of the audience data can help you come up with meaningful insights, build a picture of your audience and appeal to their interests, needs and wants.

 

Identify your audience
Data collection surveys are an effective way to target your key audience segments. With them, you can obtain a greater knowledge of your target market by asking questions specific to characteristics, such as age, gender and occupation.

Discover the exact person your content appeals to – and tailor to their interests, needs and wants to deliver a more personalised user experience.

 

Conversions and Click-throughs measure campaign success
You can also use conversions and click-throughs alongside surveys to measure your campaign’s success – helping you to discover whether people are following the action your CTAs prompt them to take.

Specific page visits, purchases and sign-ups are all successful conversion indicators. Click-throughs are more basic. They measure the superficial success of your marketing campaign and how successful it is at redirecting customers to your product.

 

Loyalty and trust
According to the Buyer Decision Process model, when choosing a retailer, customers go through five stages:

  • Problem recognition
  • Information search
  • Evaluation of alternatives
  • Purchase
  • Post-purchase satisfaction or dissatisfaction

Improving the entire customer journey can help to encourage people to choose your retailer over your rivals, with a smooth process that leads to a satisfying conclusion. Data gathered from customer surveys can help to optimise the user experience for customers, using the opinions stated by those polled.

 

The power of data
Data, and the stories that can be told with it, can hold huge influence over businesses and their operations. The proposed Wembley Stadium purchase is a lesson in how public opinion – especially from key stakeholders, such as football fans – can sway brands when faced with difficult decisions.

Discover more news and expert opinions from the world of business and tech on the Mubaloo blog.