You can’t read marketing blogs these days without hearing about “data-driven decisions.” Marketers are expected to have transitioned from the “Don Draper” era (in which gut feel and instinct ruled) to the “Data-driven” era (in which analytics, benchmarks, and consumer feedback should be in heavy supply).
The good news is this appetite for feedback is driving more online surveys being run across every organization. The bad news is most professionals don’t know the best practices for conducting a survey. Seemingly minor mistakes can throw an entire dataset into question. Below are some common mistakes I’ve seen survey rookies make, and how to fix them.