Using Surveys In Your Business


Surveys are a powerful way to understand your customers, potential customers and staff. You can find out more about who they are, what they think and what they want/don’t want from you and your services.

They can be conducted relatively simply, without a huge cost and to small numbers of people.

Why are surveys important?

#1. To Get Feedback

There is no point just guessing when it comes to what people think about or want from your services. Asking people in the form of a survey can instead give you a huge insight about your business. Reviews telling you that you are great are fantastic, but a private survey will give you a lot more information that you can take action if needed.

What type of Feedback?

  • You can ask for feedback after people use your service
  • Find out why people didn’t use your services
  • Get feedback from your staff – current or those leaving
  • Considering adding a new service? Find out if people really want it!


#2. To Make Improvements

We all want to be better and feedback allows you to make changes to improve or modify your services or information. These changes could make a huge difference to your business for the better, something you might not have been able to do without the information about where changes need to happen.

What type of improvements?

  • You might find you need to change a process
  • Maybe you are losing potential customers because they worry about a particular part of your service they don’t understand.
  • Perhaps cost is an issue and you could address this better on your website.


#3. Content Ideas

If you want to create content that is targeted to your ideal customers then ask them what they want to read about! We all want to create content to be found in search on Google, but there is also a need to create content that those ideal customers are looking for or enjoy reading. This can be particularly useful when it comes to creating Ebooks. Create an Ebook which your ideal customer wants to read and you will find more of them on your email marketing list that you can now market to.

What type of content?

  • Explaining things better on your website
  • Creating blog posts for your audience
  • Building your list with relevant Ebooks
  • Newsletter content


Types of questions to ask in your survey

There are 2 types of questions that you can include in your survey.

#1. Open Ended Questions

These are questions where you are looking for the person to give you a written answer without prompting them.

The great thing about these types of questions is that you will get a variety of answers. Rather than if you give someone a list of things they can tick where you are leading them to choose certain answers.

For example, What Are Your Most Common Concerns About Your Pets? Please be as detailed as possible. 


#2. Closed Questions.

These are questions where you give someone a specific list of answer options. They can be good for segmenting your list. You could have a list of people who own cats and have never used a Pet Sitter for example.

For example, What Do Your Normally Do With Your Pets When You Go On Holiday? Or Which Of The Following Best Describes You? (Cat owner/Dog Owner etc)


It’s good to have a mix of questions and not too many of the open-ended questions. These questions require more effort from the person completing the survey and so if you have too many of them you will put people off.


What to do with the results

The most important thing is to implement changes from the results of your survey!


  1. Don’t make drastic changes off the back of one person’s feedback.
  2. Don’t be afraid, at the same time, of making changes.

Step 1

Read through the open-ended questions and start to analyse the trends. See if you have any common themes coming through.

A good way to do this is grab a piece of paper and jot down feedback and then make a note each time the same feedback crops up. For example, if people keep saying that arriving late to appointments is an issue for them keep a note and make this a priority.

Step 2

Prioritise the action items that need to get completed. If lateness to visits is being mention a lot and people mentioned they would like to read more about cats on your website clearly one takes more of a priority than the other!

Step 3

Investigate any issues that you weren’t aware of and see if there is a trend. For example, the lateness issue – is it always the same person arriving late?

If people want more cat content then look at what you have already created. Can you present it in a different way to make it easier to find (you may have a lot of content but it’s not easy to locate it on the website?)

Step 4

Create a plan of action. Break the action items down, prioritise them and then add them to your action/content plan.




How many questions should be in my survey?

There is no magic number, however I would consider the amount of time you are asking people to invest in completing your survey.

8-10 questions I would think would be more than enough in most situations.


What software should I use to conduct my survey?

You could use Survey Monkey or Google Forms.


Should I offer an incentive to complete my survey?

I wouldn’t offer an incentive as it will attract the wrong people completing it just for the prize. It’s better to have less people complete it but give real valuable feedback.


Who should I ask to complete my survey?

  • Existing customers
  • Staff (if you are looking for their feedback)
  • Social Media Followers
  • Group Members (if you have a FB Group)
  • FB Ads / Boosted Post to reach more people
  • Email list



Recommended Reading.

Ask Method,  Ryan Levesque