Five ways to squeeze more value from your survey data

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Every marketing leader faces enormous pressure to squeeze out as much value as possible from their spending. And for those choosing to invest in a survey, usually to support a major report, this pressure is amplified by the typical size of the investment. But what’s often surprising is how little consideration is usually given to finding other ways to extract as much value as possible out of the data being generated.

This is a missed opportunity: much more can be done to eke out more mileage from what’s already been commissioned. Here are five ideas, ranging from the easy no-brainers to the more complex and sophisticated offerings:

Think beyond the core report
Your survey results are clearly being data-mined and segmented to find the fresh angles and insights for the core report. But there is usually a lot of good material left on the cutting room floor. Why not take the core findings and draft a set of customised mini-reports to generate more content? For example, producing region-specific, or even country-specific versions of the executive summary or key findings.

This is especially useful for global marketing teams trying to provide peru mobile phone numbers database their local teams with additional content. At the most basic level, simply share relevant cuts of the data with your local marketing teams – it’s free, so it doesn’t especially matter if they use it or not.

Customise your PR messages
Another valuable use for your data is to support a wider range of targeted press releases. One client we work with generated 7 custom press releases, each aimed at specific niche business and trade media targets, to play out a much wider range of angles. Within a week, they’d generated nearly 130 press clippings – far more than they’d achieved when focusing solely on the core survey data findings a year earlier.