Why you should use poll questions to enhance your brand

Did you know that polls and surveys are a great tool for improving your brand? In this post we explain how to use them to do just that.
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Marina López

Tiempo de lectura

5 minutes

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October 31, 2023

Index

Marketing gurus never tire of telling us: ‘there are more new brands every day’, ‘brands are constantly changing’, ‘understanding the needs and preferences of audiences is getting more and more difficult’. Sound familiar? 

We can’t escape the times we live in, but there is one thing we can do: turn to surveys to get the information we need. Yep, it’s something so quick and simple that has been around for such a long time that it’s often overlooked. 

In this post we tell you everything you need to know about how including poll questions in your content can help you give your brand that extra boost. Let’s go!

Poll questions: A great way to get valuable info

If you’re not sure about polls, here are some good reasons to use them: 

  1. Your target audience will no longer be a mystery 

If you’re looking for a unique way to understand your audience on a deeper level, surveys can give you that opportunity. Asking specific questions about their preferences and interests etc., allows you to make a composite portrait of their tastes and thus understand how to customize your content to try to meet their needs. 

  1. Validate ideas and content

A survey can play a key role in validating ideas. You can present drafts, concepts, prototypes, or whatever you want, and collect feedback. Feedback always helps to modify and adjust before investing time and effort in an idea. That way the risk decreases and the probability of success increases. What a combo!

  1. Identify opportunities for improvement

Yep, poll questions can also help you get this superpower. Asking your audience can help you detect areas where you can improve. You can include any kind of area: web accessibility, help center, usability, or whatever you need. By using survey results you can make proactive changes and strengthen your brand, like how Popeye uses spinach. 

  1. Customer satisfaction: Your new unit of measurement

This is crucial for growing as a brand. A satisfaction or feedback survey allows you to measure and assess the view your audience has of the brand and how they experience it. And, with the right poll questions you’ll be able to track progress and take corrective action, should you need to. 

  1. Market segmentation: Make it efficient or forget about it

Surveys help you obtain demographic and psychographic information about your audience, and divide it into homogeneous groups with similar characteristics and needs. This allows you to tailor content and messages to target the right audience when launching a marketing campaign, for example.  

  1. Easy competitive analysis   

That’s right: you can include survey questions about which brands, tools, or even products your audience prefers, which factors they value more and which less, and so on. You’ll be able to extract valuable information to focus your marketing strategy and differentiate yourself from the competition. 

  1. Identify trends in a flash

Everything is constantly changing. Polls and surveys allow you to keep your finger on the pulse of the latest changes and trends in the market. If you’re aware of preferences you can adapt your product or service to suit what your audience needs at the speed of light. 

  1. Transparency: Position yourself as a leader

Creating surveys can also be useful for sharing the audience’s perception of your brand or a key topic related to it, highlighting relevant data, and giving your audience’s opinion weight. For example, a vegan food brand might share the results of a survey on eating habits and environmental impact.

Types of poll questions

Did you know that with Genially you can create polls with the interactive survey questions? But there is a wide variety of question types you can use to mix it up. 

Multiple-choice questions

This type of question is the most commonly used in surveys. They allow the audience to select one or more options from the list provided by the creator. They have it all! They’re intuitive, insightful, quick to answer, and also help generate data that is very easy to analyze. 

Multiple-choice questions
📷 Source: Survey Monkey

Ranking questions

This type of question requires respondents to rank the answer options. Ranking questions not only allows you to understand how the audience feels about each answer option, but also helps you to understand the relative popularity of each one.

Ranking questions
📷 Source: Survey Monkey

Questions with images

These questions allow you to use images as answer options. They’re very useful if you need your audience to evaluate something visually, such as a logo. It’s great for giving them a break if you’ve included a lot of text in other questions.

Questions with images
📷 Source: Survey Monkey

Open-ended questions

This type of question requires respondents to enter their own answers; let them write whatever they want! Keep in mind that this type of response is more difficult to analyze when collecting quantitative data, though it does provide valuable information.

📷 Source: Survey Monkey

Drop-down menu questions

Quick and simple, a classic. If it ain’t broke don’t fix it. Drop-down questions are another simple way to display a list of multiple-choice options. 

📷 Source: Survey Monkey

Likert scale

The typical ‘do you agree or disagree’ type questions, which you’ve seen a thousand times.  They’re very useful for assessing the opinions and feelings of survey respondents and for understanding specific opinions. 

Likert scale
📷 Source: Survey Monkey

Click map

If you want feedback by way of a specific image, this question is a must for your survey. Add an image and ask respondents to click on the part they like the most, the part they like the least, or whatever it is that you want to know.

📷 Source: Mailchimp

Slider questions

Another form of fun, interactive content. It offers the audience the opportunity to evaluate something on a numerical scale and quantify their opinion. 

📷 Source: Survey Monkey

5 tips for creating foolproof surveys

Now that you know (almost) everything about how surveys can help you boost your brand, we’re going to give you a series of failsafe tips so that you can start including them in your marketing campaigns and, of course, in your creations. 

  1. Closed questions and open questions, a dynamic duo. Combining these two question types will help you better understand and process quantitative data. However, try not to ask more than 2 open-ended questions per survey and, if possible, put them on a separate page at the end so that your audience doesn’t leave the survey early.
  2. Straightforward and neutral questions for the win. If you give your opinion, it will influence the response of the respondents, and their answer will not reflect what they really think. 
  3. DO NOT ask two questions at the same time. Avoid compound questions as if they were your ex. They generate confusion and respondents may choose an answer that does not reflect their real preference. 
  4. Make each question unique. Like a shooting star. If your audience feels like you’re asking them the same questions all the time they are likely to exit the survey or answer without thinking very much. 
  5. Optional questions: the key to success. Make sure that responding is not mandatory. Your audience may not know the answers to all the questions. They are not all-seeing and some questions may make them uncomfortable.
  6. Time is of the essence. It has been proven that the quality of responses decreases after 20 minutes. Try to keep your surveys brief and, if you need a longer survey, segment the users you want to send it to, use interactive and multimedia content, and think about offering an incentive for completing the survey, such as a discount, for example. 

So, that’s the theory done; congratulations on making it this far! Now to put it into practice. We’ve seen lots of poll question options and survey ideas for engaging your audience; how are you going to use them? Let us know!

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Marina López
Writing works as a fight against chaos. Virginie Despentes

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