Clear, consistent and strong engagement with customers and/or employees is crucial for any good business. Particularly in the current climate.
Strengthening your relationships is not just achieved through telling people what is going on, but from finding out from them what they think is happening, what they want to see change, or even stay the same. What makes people want to work for you? What makes a customer use your services or buy your product? How do you build your marketing strategy for the next five years without knowing what existing clients think?
The obvious answer that nearly all businesses will come up with is ‘Let’s do a survey’ or ‘Let’s undertake some market research’.
So, the team come together and create a list of questions with multiple choice answers and open text fields for feedback – it’s great you say. We’ll see exactly what people think – if they can’t respond with a tick, they can write what they think in the comment box. It covers all bases. The survey goes out for a week or so, then someone on the team is responsible for analysis.
Here’s where it gets a little more tricky. How do you interpret the results? What does someone ticking ‘yes’ actually mean? Have they added anything in the comments field? How do you validate what is written against feedback from other people?
A unique approach to surveys
This is where Gobby (https://gobby.io/) is different from the usual suspects that businesses might use to undertake a survey. Unlike most surveys that require respondents to choose from pre-determined options set by the company, Gobby allows users to collaborate. Respondents simply type in their answer, and these are then made anonymously available for others to vote for.
Gary Beckwith, founder of Gobby, explained: “Gobby is unique in that respondents can answer freely to open questions and validate peer answer statements; promoting group perceptions based on shared experiences. I want to disrupt the online survey market by creating a tool that supports meaningful engagement, to identify problems, and create solutions in a truly collaborative way. Gobby captures an efficient snapshot of group thinking, idea generation and requirements.”
Not only do the results give a much clearer picture, but the confidential Gobby service runs through the full process of your survey. You’ll be supported from start to finish with design and communication, project administration, moderation of responses, analysis of data and reporting of results.
Radio station selects Gobby for market research
Gobby was identified to help shape ideas for the future development of rock station, Primordial Radio.
Primordial Radio (https://primordialradio.com/) was set up in 2016/17 as a new subscription radio service with independence being a core value. The station has a strong community focus and its popularity grew through a Facebook group. After three years of steady growth it was time to look at how they could increase listener numbers, and importantly their subscribers, to ensure a strong future for the station.
Stephen James, of Primordial Radio, said: “We have 1,500 members subscribe and we wanted to know what it will take to get us to 5,000. I was familiar with Gobby and knew this would be the best tool for our member research – the ability to free type or agree with others by ticking a box was brilliant. It creates collaboration within the community to get really detailed responses, without us having to digest the contents of open questions. It meant we were able to say to our community that we’re not asking you to pick from pre-defined list, we’re not making you choose – we’re just asking you to say exactly what you think or to agree with others.”
Primordial Radio will use the research to establish customer profiling and business targets for periodic measurement and reporting cycles.
Moose, CEO and DJ at Primordial Radio, said: “We set up Primordial because metal and rock is often dismissed. There’s a stereotype that radio stations and advertisers really don’t seem to be able to see through, and listeners of that music are often dismissed. We wanted to create a music radio station for the metal and rock community, with the community. That’s why a survey using Gobby was important for us – it gave our listeners the opportunity to contribute their thoughts openly and freely. We can’t do everything that people ask for, but we can certainly take notice and do whatever we can to make our station, their station, work
For more information, contact Gobby at firstname.lastname@example.org