Why chatbots are the future of market research

Email is going the way of snail mail. You don’t know whether your mail was received, it takes too long to get a response, and most people see impersonal mail as junk. If you are conducting market research, you wouldn’t use snail mail to send out your surveys, so why still use email?

Market research is all about numbers – you need to get an adequate number of responses to draw conclusions. This is nearly impossible with email, where most people’s inboxes are filled up with junk on a daily basis. In fact, 54% of people receive more than five promotional emails a day, meaning that there is a high chance that your email will get lost between multiple impersonal emails. Let’s say you are lucky, and your email is seen and even opened, there is still the risk of losing the recipient’s interest by presenting a long list of overwhelming survey questions.

To make sure your surveys are getting enough responses, you need to do two things: 1. Send surveys to your target audience where they will definitely see them, and 2. Make the surveys more conversational. These two things will make your surveys more personal and less likely to be ignored.

The next question is how to achieve these two things. The answer – use a chatbot to send your surveys via messaging apps. Let’s start with why use a messaging app. Messaging apps are fast replacing email as the go-to method for communication. Not only is the number of messaging app users skyrocketing, but the open rate over messaging apps is more than three times the open rate of emails. With an 80% open rate, messaging apps give you the highest chance that your target audience will see your surveys. Now, how does using a chatbot make surveys more conversational? Unlike traditional surveys that include long lists of questions that users see all at once, chatbots can send short, to-the-point messages that respondents can answer one at a time. Which questions respondents receive can be based on their previous answers and logic you define. The bottom line is that using chatbots to send surveys via messaging apps will help you improve your response rate, get more meaningful data, and increase overall engagement with your target market.

Want to learn more? Let’s talk about additional benefits of using chatbots rather than traditional methods for market research.

Receive responses faster

Once you send out a survey, you want to start analyzing results as soon as possible. With email, as soon as possible could be a week. With messaging apps, you could start receiving responses in minutes. In fact, the average response time for messages is just 90 seconds. With chatbots, you can watch data come in real-time with each question your respondents answer. You don’t need to wait for respondents to complete the survey or worry about losing data if someone drops off before the end. With faster results, you will save valuable time analyzing your data and be able to take actions sooner.

Get better quality results

To get the best results, you need to make sure you are only asking people questions that are relevant to them. With traditional market research methods, this is impossible, because all respondents answer the same survey questions. When respondents see questions that are not relevant to them, they may either select a random answer or stop filling out your survey altogether. With chatbots, you can tailor your survey questions based on respondents’ answers to previous questions, and even provide encouraging messages to ensure respondents complete the survey. This will incentivize respondents to provide accurate information and stay engaged through to the very end.

Leverage your engaged audience

Market research is not a one-and-done task. To ensure your research is always up-to-date, you need to be constantly communicating with your target market. With chatbots, you can easily re-engage anyone who has previously responded to one of your surveys. You can send respondents follow-up surveys based on their previous answers and send them new surveys that may be relevant to them. Respondents who you have already engaged with will be more likely to complete future surveys, which ultimately will result in higher survey completion rates and better data regarding your target market.

To learn more about using chatbots for market research, visit surveybot.io and sign up to start surveying your audience for free.

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