The more familiar you are with your potential and existing customers, the better equipped you'll be to sell them your products. You don't want to have to guess at what your prospects really want, you should find ways to actually learn this from them directly. There's no better way to gain this knowledge than to create your own surveys. With a survey, you can get people to tell you their likes and needs in a non-threatening way so you can learn more about them.
While surveys are extremely useful tools that can make it easier to understand your prospects/customers, you shouldn't base all of your business decisions on them. A survey helps you to find out certain things about the people who respond to it, but you always have to keep a certain skeptical attitude about them as well. Therefore, you should always verify what you learn from a survey by comparing it to other data and analytics rather than relying on surveys by themselves.
Testing your surveys for any technical glitches is essential before you upload them or send them out. The survey should look good and be simple to complete, with no errors or points of confusion to distract people. Mistakes of a technical nature will take away from the effectiveness of your survey. Everything about your survey should work as intended, as if people run into problems they will probably not bother to respond.
The language that you use in your survey should be simple and easy to understand; avoid using any kind of jargon in your survey. Your surveys should be completely accessible to everyone, regardless of how much they know about the topic. The last thing you want to do is lose potential customers because your survey is hard to understand. Even if you have to use industrial jargon, explain it right there and then so that everything is crystal clear.
When planning your surveys, don't let yourself get distracted by trying out too many different approaches and systems. You can easily get confused when you're faced with too many choices, so try one thing after another, and stick to what works. As you gain more experience, you'll learn what does and doesn't work, and your surveys will get better over time. Ultimately, it's about enhancing your relationship with your target audience by making them a part of your growth, and showing them that their feedback really matters.
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