My First Survey Was A Huge Success But Need Guidance!

[SeanyG]

Hey Warriors,

I hope you're doing well.

So I did sent out my first surveymonkey.com survey and it was a HUGE success!

I got back 184 filled out surveys from my 1400 person mailing list. There were 7 questions and some of the results surprised me. It has given me some definite answers that are very different than where the company has been headed thus far.

The company has just started offering info products online so it may be a good time to make adjustments based on this survey data...

I would love to hear your thoughts as to what I should do with these findings:

Would you rather have videos and audio interviews shipped to your door in cool packaging on a CD or DVD, or access it online?

- 21.2% chose Shipped to my door
- 78.8% chose Access it online

***This surprised me because I have been sending out free + shipping DVDs and my other products all physically. It was my understanding that a physical product has more perceived value but it sounds from this that my market just wants the content online!

What would be most valuable to you as a new xxx (target market)? What do you want the most?

- 40% chose Ongoing video tips of the week showing more advanced secrets
- 26.1% chose A video site similar to youtube but only xxx (niche) videos (hundreds of videos).
- 10.3% chose Audio interview with employers telling you how to get work.
- Only 9% chose the option that I am currently offering as continuity: audio interviews with successful xxx (niche)].

*** This also surprised me. So far I have been offering audio interviews with people that are already successful in this niche and what this survey says is that they want weekly video tips first and foremost and a video community site second.

So my question here is, should I take this data and take action on it? Should I switch everything to digital delivery and create new continuity giving them what they said they want (video tips of the week, interviews with employers etc)?

I'm curious to know if people SAY they prefer digital delivery over physical but then still value a physical product in their hands more.

Any guidance or thoughts you can share is appreciated!

~Sean

[Nightengale]

Congrats on your successful survey!

WHY are you asking us? You just asked your list what they want and they told you. Why on earth would you consider doing anything different??? Give them what they told you they wanted and reap the rewards ($$$).

I'd say too that people value a physical product more too. But your list has told you something different. Go with what they're telling you -- at least for now. If you're still concerned, offer a physical product as an alternative for those who want it. (Add a check mark box for this option on your order page or something similar.)

Then watch your numbers. If your numbers go down after offering a digital-only version (give it enough time to get accurate measurements), then add the physical component back in.

Simple.

Hope that helps!

Michelle

[SeanyG]

Great advice Michelle! Thanks!

[Stephen Clark]

Some people do value physical products more, but I have also found that people like instant gratification. Also, if they get the information immediately, they are going to still be in the emotional buying phase instead of having days in between requesting the information and receiving it.

I wish you the best!

[artsub]

Hi. I don't know a lot about SurveyMonkey, but i believe it is a paid service right? Your question was should you take action on the results of the survey... I have a question for you... if you were not going to take action based on the results, why pay for the survey? Even if the survey is free... the question remains, why do it?

[lp115lp]

Originally Posted by SeanyG

So my question here is, should I take this data and take action on it? Should I switch everything to digital delivery and create new continuity giving them what they said they want (video tips of the week, interviews with employers etc)?

I'm curious to know if people SAY they prefer digital delivery over physical but then still value a physical product in their hands more.

Any guidance or thoughts you can share is appreciated!

~Sean

Personally I'd much rather have a hard copy text of any documentation because it's easier on the eyes and more convenient than whipping out the ol' laptop every time I want to study something. ("Books still rule Montag")

As for actionable instruction - video is best.

Someone once said we absorb a certain percentage of what we read, another of what we hear, another of what we see and (better still) what we put into practice.

Well, reading beats hearing and seeing in the documented instructions category because we can more easily go back over a passage at our leisure than we can play back audio or video instructions. By having a printed text accompanying a video we get the best of both sides of the brain.

Just my personal opinion that. ;-)

Larry

[SeanyG]

Originally Posted by Stephen Clark

Some people do value physical products more, but I have also found that people like instant gratification. Also, if they get the information immediately, they are going to still be in the emotional buying phase instead of having days in between requesting the information and receiving it.

I wish you the best!

Good point Stephen. Thanks!

[MichaelHiles]

Just remember that what people say and what people will reach into their wallets and pay for don't always balance.

[Nightengale]

Originally Posted by MichaelHiles

Just remember that what people say and what people will reach into their wallets and pay for don't always balance.

Exactly! That's why I said to test it and if the sales go down, add the physical component back in.

Stephen,

Good point about instant gratification. There are a couple of ways to handle that. You can either offer both a physical and digital version of the product, offer a digital-only version, or offer a physical version with a digital bonus. The only way to know which will work best for the market is to TEST!

ArtSub,

Yes, SurveyMonkey.com is a paid service, but they have a free version (not just a free trial) with fewer capabilities than the paid version.

Michelle

[TimD]

Congratulations on your survey! Looks like good information.

You might try offering both the hard copy and the electronic download and valuing one higher than the other.

For example:
This month's interview
a. CD - $19
b. Instant download - $24

If you want to draw people to the higher priced option, you can split it into two, like this:

a. CD - $19
b. Instant download - $24
c. CD + Instant download - $24

There's a nice study in "Predictably Irrational" that shows that when you set up an offer this way, it pulls people toward the higher end offer because it's possible to compare b and c and c is obviously the better value. So most people will choose c, feel they're getting a great value, and forget about a altogether.

Good Luck,
Tim

[SeanyG]

Originally Posted by MichaelHiles

Just remember that what people say and what people will reach into their wallets and pay for don't always balance.

Thats why I posed this question...

[freakonaleash]

basic point should be clear
give the mop what it wants