Great Survey Tools for Insights

Posted by Marco Raffaelli on Mar 14, 2019 1:24:20 PM

Survey collection tools gather data about consumers and the market to drive better business decisions. There are many survey methodologies—face-to-face, telephone, mail, web, mobile, and more. The ideal method of administering a survey depends on several factors, including cost, flexibility, willingness of consumers to participate, and, most importantly, survey content. Through integrations with each platform outlined in this blog post, MarketSight’s platform provides analytics and visualization capabilities regardless of which survey tool you choose.

There are many choices for survey platforms out there—CMIX, MFour, and Voxco are just a few. Read on to learn which platform could be the best fit for your team’s research requirements.

 

 

CMIX

 

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What is it?

In 2017, global data and insights company, Critical Mix (now Dynata), released CMIX, an insights platform that gives users easy access to survey programming and management, target audiences, and data visualization. CMIX offers collaborative features throughout the entire project life cycle, which allows users to manage and program surveys on their own, as well as share tasks with other members of their team or with Dynata team members.

 

Why should you use it?

One reason to use CMIX as your survey tool is the team that is available to support your survey project. Whether you want to do all the data collection on your own or you want to do it collaboratively with their support team, both options are available for teams with varying levels of resources. The CMIX survey platform seamlessly integrates with many complementary solutions and provides a simplified workflow throughout the essential elements of the data collection process.

Dynata also offers mobile-first solutions. Their mobile offering, initially developed by UB Mobile, broadens the ways that advertisers can reach their target audience. It’s a modern approach that connects with consumers on their mobile devices and in the moment, which leads to more representative data.

 

Who should use it?

Because of its high level of customer care, CMIX is easy to use for teams of many sizes. You could be a small research team that leans on CMIX for help when timelines are crunched and resources are strained, or an enterprise-level team that needs assurance that large data sets are being managed properly.

 

 

MFour Mobile Research

 

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What is it?

MFour’s mobile survey solutions engage consumers on their mobile devices to capture insights about trends, brands, and campaign performances at any point along their buying journeys. With consumers’ increasingly busy lifestyles, administering surveys on mobile devices makes data collection more efficient and more convenient for respondents—especially for millennials, who can’t be reached easily except on their smartphones. Recognizing this, MFour’s mobile research app, Surveys on the Go® (SOTG), was first offered in 2011.

Another offering from MFour is observed behavioral data that’s available through the Path-2-Purchase® Platform. It enables teams to segment consumers by their demographic profiles and track their physical journeys. Uses include observing pre- and post-purchase behavior and using that knowledge to drive future purchases.

 

Why should you use it?

We can all agree that surveys can be a great source of information about what customers did, felt, or thought about a product, service, or experience. The challenge is getting survey responses that are validated and accurate. When customers are surveyed days or even weeks after an experience, recall suffers and they are less able to respond accurately.

Many of MFour’s mobile solutions use GPS location technology to gather data at very specific points in the customer experience. For example, survey invitations can be pushed to SOTG users at critical moments, like when they’re inside a store or just after a shopping visit. When they’re surveyed at the Point-of-Emotion®, the moment when their experience is most immediate, respondents often add many layers of detail about their customer experiences that would otherwise be lost. Gathering data at the point of purchase makes data richer, more accurate, and more actionable.

 

Who should use it?

Researchers in consumer packaged goods looking for modern methods of data collection will find MFour very valuable. You’ll have access to a large network of first-party mobile consumers, and the data you collect will come from the most critical moments around the customers’ purchases.

 

 

Voxco

 

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What is it?

Voxco is a global provider of multi-channel survey software. Their survey platform includes methods to collect and process respondent data in many ways: by device-responsive online surveys, over-the-phone interviews (CATI, IVR and dialers), or face-to-face mobile offline surveys. Each method can be used individually or as part of a multi-mode system, and is available in both SaaS and on-premise deployment. Founded over twenty-five years ago, Voxco provides products and services to customers in more than thirty countries. The company has sales and support offices in Canada, USA, France, UK, Germany, and Australia.

 

Why should you use it?

Voxco’s system can handle anything from straightforward polls to highly complex surveys with millions of data records. The Voxco platform includes advanced question types, as well as sophisticated logic rules, validation, and calculations. Voxco also has a top-notch support department and flexible licensing options to suit research budgets of all sizes.

 

Who should use it?
Voxco’s core clients are market, social, academic, and public opinion research organizations/departments, and a wide range of analysts and researchers can benefit from the Voxco survey platform. The availability of their on-premise deployment also makes Voxco well suited to organizations dealing with sensitive data (e.g. healthcare, financial services etc.).

 

 

SurveyMonkey

 

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What is it?

Throughout its thirteen years in the industry, SurveyMonkey has offered an online survey service at an affordable price, and has developed a very large user network. Their “Question Bank” is a library of hundreds of different question types that you can easily add to your survey. Having many options for question types helps users craft the right survey for their respondents based on the subject matter. Due largely to the fact that they also offer a free tool, SurveyMonkey has gained a lot of popularity.

 

Why should you use it?

The paid versions of SurveyMonkey provide features for both small teams and for the enterprise level. In addition to unlimited surveys, questions, and responses, depending on your subscription, you can also administer multilingual surveys, create custom branded designs for your surveys, integrate with your favorite CRM, and access many other features.

 

Who should use it?

Many teens and college students use SurveyMonkey to take friends’ surveys. But it’s also commonly used in market research projects at the university level. For teams with only a few researchers, the “Team Advantage” package provides a lot of value. This tier still provides expedited email support from SurveyMonkey, custom colors and survey URLs, and free integrations with popular complementary applications.

 

 

Confirmit

 

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What is it?

Founded in 1996, Confirmit’s team is experienced in market research, customer experience, and “voice of the employee” data collection. Its capabilities allow users to create sophisticated surveys for different industries, facilitating multi-channel feedback, improving efficiency, and maximizing survey responses. With Confirmit, users can take advantage of a range of features including panel management, text analytics, social media feedback, and action management.

 

Why should you use it?

Confirmit brings information from many different sources and complementary applications together. Using the Confirmit CRM Connector, you can sync your newly collected survey data with Salesforce to align your research team, and tie your survey findings into your client and prospect communications. You can also add other sources of data to a survey project along the way without adversely affecting the data that’s already been collected.

 

Another feature available from Confirmit is their text analytics feature, “Genius.” Genius provides accurate analysis of uncategorized text data to help users make sense of large amounts of qualitative information.

Who should use it?

Confirmit is a popular choice for teams focused on B2B research. Additionally, teams that need an easy way to consolidate data from several sources will benefit from the wide range of APIs available from Confirmit.

 

 

Qualtrics 

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What is it?

The flexibility of Qualtrics makes this survey software a trusted platform for a wide range of survey needs. The Qualtrics offering has recently been repositioned as the “Qualtrics Experience Management Platform.” This allows users to simultaneously collect data from multiple research projects. Within each project, users can administer surveys and collect data from multiple channels, providing a comprehensive solution to survey data collection.

 

Why should you use it?

Researchers often use Qualtrics when they’re trying to find insights that will help them improve their customer experience ratings and their Net Promoter Score. In addition, integrations with popular applications like Salesforce, Marketo, and Slack provide a smooth flow of data from supplemental channels and minimize interruptions in your projects. Whichever research you plan to use Qualtrics for, their platform strives for intuitive ways of allowing you to modify your survey questions and providing respondents with a smooth mobile experience.

 

Who should use it?

Used by many of the country’s top business schools, the Qualtrics survey platform is designed to make sophisticated research simple to conduct. Users conducting academic research, market segmentation, or product development research can all find a way to make Qualtrics work for them. While their tools provide value for everyone from individual students to SVPs of large market research teams, their platform is ideal for enterprise use.

 

 

Google Surveys

 

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What is it?

This survey tool from Google allows users to create as many polls and surveys as their Google Drive storage allows. In Google Surveys, there is substantial variety in the types of forms and surveys users can build. All surveys created with Google Surveys are compatible with mobile devices, making them easy to administer and view on smartphones.

 

Why should you use it?

Users who rely on other Google products will appreciate the familiarity of the Google Surveys interface. If you use Gmail, Google Sheets, or Google Drive, you’ll already be familiar with the UI. Google Surveys offers a clean layout for setting up and modifying your surveys. Like most Google tools, there are many resources available to get you up to speed quickly and make the most of the product. For example, if you want to add a survey to multiple pages of your website, you can do that by simply adding a brief line of code.

 

Who should use it?

Google Surveys is ideal for smaller companies that are conducting multiple research projects simultaneously and want to keep their costs low.

 

 

Each of the platforms in this blog provides a unique approach to survey data collection. You might be drawn to one based on the specific feature-set, the way it fits into your team’s workflow, or simply its ease of use.

To see how MarketSight helps researchers quickly discover and share new insights with the data these platforms collect, head over to our features page.

 

Topics: survey data, survey platforms