ArtsMarketing.org

posted for Eulynn Shiu
The biggest mistake – which also happens to be a frequent one – is creating a survey without a clear sense of the purpose and end product.  Here are two real examples: An organization asks the audience to complete a survey about the performance they have just seen, when the true aim is to market future events.  Another organization conducts a survey because they want the audience to feel that their opinion matters, but nothing is done with the results.  A survey is a rare, precious opportunity to learn something about your customers.  You are asking them do yet one more thing, to more deeply commit to a relationship with the organization.  Don't be fooled by the ease of online survey technology. Simplicity of technology doesn't mean you can slide by with less thought and planning.