How you design a survey or a form will affect the answers you get. This includes the language you use, the order of the questions, and, of course, the survey scale: the default values and ranges you use.
User journey mapping is a widely used and impactful technique that can help you improve your product, marketing, UX, and merchandising decisions.
However, like other UX research techniques (including user personas), there’s some vagueness and obscurity around how to actually create user journey maps.
A good conversationalist knows that asking closed-ended questions is no way to make real friends.
Similarly, in marketing research, there are good survey questions, and there are bad ones.
“How do we get our customers to do what we want them to do?” Digital marketers get asked this question all the time.
But it’s the wrong question.
Customer personas are detailed representations of segments within your target audience. Fueled by data-driven research, they map the “who” behind the buying decisions of your products or services.
Social media isn’t a perfect source of market research: It’s not a representative sample and, for small businesses, it’s simply too small of a sample.
But for large organizations, it’s still a critical one. Why? Because it includes your most passionate fans.