I crave data. I love to do tons of research and roll around in it before starting a new marketing program. I want to know everything I can about the audience and why they do what they do.
On the face of it, you’d think I’d love research surveys. That asking the audience their opinions and preferences would be a great way to gain insight and improve the likelihood for promotional success. Well, I do. But only to a point. Especially when we’re trying to predict “action” success.
Here’s an example – would you rather pay $19.99 or $29.99 for that set of knives? Exactly. Everyone wants to save money. So no matter what you put in front of the audience, the lower price will win.
A second problem – people sometimes reply the way that makes them “look good” rather than what they really think or feel. Or they may reply with an answer that does not “rock the boat.” They do not want to “antagonize” the surveyer. Either way, you’re not getting a true view of the interest or intent of your target audience.
That’s why I often prefer to just launch an effort WITHOUT researching the offer. I let the market tell me what they think of it (or “them,” if you’re testing multiple offers). Let your prospects vote with their responses to your effort. If the offer rings true to them, they’ll click, download, buy, sign up, whatever. The message you convey makes it happen.
This is even more applicable in today’s digital age. With so much response being e-driven, you get near real-time feedback for your promotional efforts. And with the cost for e-efforts being so economical compared to other methods, you don’t risk wasting a lot of promotional funds by “skipping” the survey phase.
By all means, continue to test offers. But do so in the marketplace with “live” offers rather than via “what if” surveys. Your results will be truer and more actionable.