Introduction
In today’s data-driven world, gathering customer feedback, conducting market research, and collecting opinions from stakeholders is a key part of business operations. Surveys are one of the most effective ways to collect this information. However, for surveys to be truly valuable, they must reach the right audience. This often means sharing surveys with individuals outside of your immediate organization or customer base—this process is referred to as external sharing.
External sharing of surveys allows businesses to extend their data collection beyond internal users, ensuring that they capture a broad and diverse range of opinions and insights. Whether it’s for customer feedback, employee satisfaction, or market research, the ability to share surveys externally can help businesses gather more accurate, comprehensive, and actionable data.
This guide will delve into the significance of external survey sharing, best practices, the tools and technologies available, privacy and security considerations, and the benefits businesses can reap from effectively implementing external sharing of surveys.
The Importance of External Sharing of Surveys
External sharing of surveys is not only about reaching a larger audience, it’s about gathering more relevant, diverse, and comprehensive data. When a business shares surveys with external parties such as customers, partners, vendors, or even the general public, it can gain valuable insights that would otherwise be missed.
1. Enhanced Data Quality
External sharing of surveys can help businesses collect data from a wider audience, which often leads to more accurate and varied responses. By reaching individuals outside the company, businesses can gather feedback from people who may have different perspectives, needs, and experiences. This diversity enhances the overall quality of the survey results, leading to insights that are more reliable and representative of a larger population.
2. Broader Audience Reach
Sometimes, businesses need to hear from external audiences to make well-rounded decisions. External sharing allows you to solicit feedback from stakeholders who might not have regular interactions with your company, including customers, potential customers, or even other businesses within your industry. A broader audience helps ensure that the results reflect a range of opinions and experiences.
3. Targeted Research
External surveys are often used for specific types of research—such as gathering customer opinions on a new product or gauging employee sentiment across different locations or departments. By externalizing the survey process, businesses can target specific external groups, such as customers from particular regions or industry experts, who can provide insights that are vital for making strategic decisions.
4. Collaboration and Partnership Feedback
Sharing surveys externally also facilitates collaboration and partnership feedback. If you’re working with other businesses, vendors, or stakeholders, conducting joint surveys allows both parties to gather insights and make decisions that benefit both sides. Whether it’s asking for feedback on a collaborative product or assessing the success of a partnership, external surveys can foster better communication and understanding.
External Sharing Methods
When sharing surveys externally, businesses can choose from a variety of sharing methods, each with its advantages and limitations. Some of the most common methods include:
1. Email Invitations
Email is one of the most common ways to share surveys externally. Businesses can send personalized email invitations to customers, clients, or potential respondents with a direct link to the survey. This method is especially effective for ensuring that only targeted individuals or groups receive the survey.
- Advantages:
- Personalized invitations increase the likelihood of survey participation.
- Easy tracking of responses from each recipient.
- The ability to include survey instructions or clarifications in the email.
- Challenges:
- Potential for email spam filters to block invitations.
- Risk of recipients ignoring or deleting the email without completing the survey.
2. Social Media Sharing
Social media platforms such as Facebook, Twitter, LinkedIn, and Instagram are valuable tools for sharing surveys externally. Many businesses post survey links on their social media accounts to engage with a larger, more diverse audience.
- Advantages:
- Reaches a wide audience, including people who may not have been contacted otherwise.
- Encourages engagement and sharing, especially if the survey is relevant to current events or trends.
- Often includes incentives like giveaways or discounts for participation, which can drive higher engagement.
- Challenges:
- The response pool can be non-targeted, meaning not everyone who participates may be relevant to the survey topic.
- Survey participants may feel less committed to providing accurate, thoughtful responses in an informal environment.
3. Embedded Surveys on Websites or Blogs
Embedding a survey directly on your website or blog enables visitors to participate in the survey without leaving the page. This method can be particularly useful for gathering feedback from website users, shoppers, or visitors who are already engaged with your brand.
- Advantages:
- Easy access for participants since they don’t have to navigate away from the website or blog.
- Can be easily tied into a specific user experience, such as gathering feedback on a product or service that the person just viewed.
- Challenges:
- Not as effective for reaching external participants who are not already familiar with the business or website.
- Could potentially create bias, as responses come from a specific group (website visitors).
4. Survey Link Sharing (Shortened Links)
Shortened links can make it easy to share surveys externally via text messages, printed materials, or offline methods. Using URL shortening services, businesses can track survey distribution and engagement through click rates.
- Advantages:
- Convenient sharing on platforms where long URLs may be cumbersome.
- Easy to track engagement with shortened links.
- Challenges:
- Users may be hesitant to click on unknown shortened links due to security concerns.
- Links need to be strategically shared in places where people will actually engage with them.
5. QR Code Distribution
QR codes have become popular for external survey sharing, especially in physical settings like events, conferences, or retail locations. A simple scan of the QR code takes users directly to the survey.
- Advantages:
- Easy access to the survey from physical materials, such as flyers, posters, or brochures.
- Effective for events or conferences where participants are already engaged and open to feedback.
- Challenges:
- Limited to those who have a QR scanner or a smartphone capable of scanning.
- May not be effective for audiences who aren’t accustomed to using QR codes.
Privacy and Security Considerations
When sharing surveys externally, businesses must ensure that they protect the privacy and confidentiality of survey respondents. Survey data can be sensitive, and mishandling personal information could lead to legal or reputational consequences. Here are some key privacy and security practices businesses should follow:
1. GDPR Compliance
For businesses in the European Union or with EU customers, compliance with the General Data Protection Regulation (GDPR) is essential. Under GDPR, businesses must:
- Obtain explicit consent from survey respondents before collecting personal data.
- Provide respondents with the ability to withdraw consent at any time.
- Implement measures to protect personal data, including encryption and secure storage.
2. Anonymity and Confidentiality
To encourage honest responses, businesses should offer respondents the option to remain anonymous. It’s essential to communicate how the data will be used and ensure that responses are kept confidential. Businesses should also avoid asking for unnecessary personal information unless it’s essential for the survey.
3. Data Encryption
To secure survey responses, businesses should use encryption technologies to protect data during transmission and storage. This ensures that sensitive information remains private and secure from external threats.
4. Access Controls
External surveys should be shared with the appropriate audiences only. Businesses should implement access controls, ensuring that only the intended recipients can access the survey. For surveys involving sensitive data, businesses may need to use password protection or unique access codes.
Best Practices for External Survey Sharing
To maximize the effectiveness of survey distribution and gather meaningful feedback, businesses should follow these best practices:
1. Define the Target Audience
Before sharing a survey externally, businesses should clearly define who the target audience is. This ensures that the survey is reaching the right people and gathering relevant data. Consider the demographic, geographic, and psychographic characteristics of the group you’re trying to survey.
2. Use Incentives
Offering incentives such as discounts, exclusive access, or a chance to win a prize can significantly increase survey response rates. Incentives motivate respondents to complete the survey and provide valuable feedback.
3. Keep the Survey Short and Focused
To avoid survey fatigue and ensure higher completion rates, keep the survey concise and focused on key questions. Long, tedious surveys are likely to deter external participants from completing them.
4. Follow Up with Respondents
Once a survey has been shared and responses have been gathered, businesses should follow up with respondents to thank them for their participation. Additionally, businesses can send targeted messages based on responses (e.g., offering personalized support for dissatisfied customers).
5. Analyze and Act on the Data
Lastly, businesses must thoroughly analyze the survey responses and take action based on the insights gathered. External surveys are valuable because they provide data that can inform business decisions, improve customer experiences, and help drive growth.