What is the process of designing an online UAI survey?
- Specify the Objectives
- Determine Sampling Methodology
- Design the Survey Questionnaire
- Conduct a Pre-test
- Distribute the Survey Online
- Tabulate and Analyze the Results
Usage, Image, and Attitude (UAI) is a research tool designed to improve business development by surveying to understand a market niche and identify growth opportunities for a product or service. Typically, UAI studies are performed before the introduction of a new consumer product, service, or brand. A UAI survey provides information from the perspective of the consumers. Inferred data can be used by businesses to increase demand and pinpoint constraints on market development.
Specify the Objectives
Establishing the main objectives of a UAI survey inform and steer researchers in the right direction. Research objectives should be tailored to each specific project. If your goal is to introduce a new brand, it is best to align your intentions with brand awareness, brand image, and consumer perception. Finally, you must know your target population to know the scope of respondents.
For example, a local business is looking at penetrating the clothing retail industry with imported sustainable clothing products. The researchers will benefit from a UAI study to see whether the new product is profitable in the local consumer market at its price point. The objectives of the research must be aligned with how to target consumers perceive a clothing brand with sustainable offerings.
Determine Sampling Methodology
While you may have an idea of the target population or scope of respondents, selecting the most suitable sampling methodology will allow you to obtain a better response and data results. If you are thinking of studying a whole population because online surveys are easy to distribute, then you are approaching a survey pitfall. Sending inquiries to anyone and everyone online will generate inconsistent results that may prevent you from getting the right answers for your market research.
With the sampling method, you acquire the best target population based on a subset of the entire population without having to investigate every individual. Take note that the reduced number of individuals in the study translates to lesser costs and workloads. There are two groups of sampling methods: probability and non-probability sampling. The only difference between the two is the possibility of each individual in a population to be selected. The group of sampling methods is subdivided into varied techniques. The most commonly used are simple random sampling under the probability sampling and quota sampling under the context of non-probability sampling.
Design the Survey Questionnaire
In designing a UAI survey questionnaire, you have to remember that the more user-friendly interface is, the easier it is for respondents to navigate around it. Conversely, the more straightforward the questions are, the less trivial they will come out. For categorical or nominal questions, yes or no, multiple-choice, and checkbox are the best question type. On the other hand, ordinal questions with a clear order of responses use the drop-down and ranking question types. Finally, learn about the major headings of a UAI questionnaire before you decide on the kind of questions. Here are some of them outlined.
- Screening part
The screening part must contain questions that will validate the eligibility of respondents to proceed further in participating in the survey.
- Brand awareness
The central part of the questionnaire starts with the brand awareness section. This is where respondents are asked about their familiarity with brands related to the purpose of market research.
- Advertising awareness
Similar to the brand awareness section, respondents are asked questions regarding their familiarity with competitor’s advertisements as well as the channels where they frequently encounter it.
- Brand and category usage
This section of the survey consists of questions with response options of the frequency of usage.
- Purchase habits
The goal of this section is to determine the behaviour of respondents towards a specific consumer good or service. Questions that start with “how often” are commonly used.
- Importance ratings and brand imagery
Product qualities, characteristics, and attributes are the main focus of this section of the survey. You must be able to include all the necessary details to gather sufficient information regarding the product or service.
This section includes personal questions like marital status, educational attainment, as well as income class. With this, you will be able to categorize respondents accordingly.
Finally, choose to utilize WordPress survey tools so that you can insert the UAI survey in the form of a pop-up survey on your website. With this, aside from data that can be retrieved from sending a personal email to target respondents, you have a higher and better chance of encouraging more participants to join the survey.
Conduct a Pre-test
Pre-testing or piloting can help you in identifying questions that are not necessary to obtain the information you require. Moreover, you will be able to pinpoint questions that might lead to biased answers. Remember, the time that you spend finalizing a survey is less time compared to when you have to redo the entire process of survey design and distribution.
Distribute the Survey Online
There are plenty of ways to distribute an online survey across the internet. The most commonly used distribution methods are through email and website pop-up surveys. Most tools available online allow you to add a degree of personalization like addressing recipients through their first name to better establish a connection. The distribution of surveys through email remains the cheapest and easiest way. On the other hand, website pop-up surveys provide you with a two-for-one benefit. You gain valuable feedback or response, and at the same time, visitors spend a long time on your site.
Tabulate and Analyze the Results
With the help of survey tools for websites, tabulation and analysis of data results are made faster and easier. Choose to subscribe to trustworthy sites that provide automation in gathering, analyzing, and converting of valuable data from respondents. Features such as survey response analytics will allow you to focus on planning developments according to the results of your survey.
For local start-ups who wish to introduce innovative products and services as well as those who plan to import foreign consumer goods, an online UAI survey combined with a WordPress survey tool remains an excellent method to gather consumer insights. UAI surveys are questionnaires, except they are longer and focus more on the perception of consumers towards the product or service offered.