According to Edison Research SVP Tom Webster, a podcast listener survey without proper context is a missed opportunity. Be conscious of variables: “[…] before you can really use that data for decision support, you have to consider the three great biases of any self-selected listener or customer survey of this type.”
Say you send out a survey with no incentive for answering. “Asking your listeners to take a survey without some kind of exchange of value will only generate responses from those who are intrinsically motivated to do so,” Webster points out. Feedback may end up being from superfans, complainers, and little in between.
A little planning is worth your while. “[…] there is an enormous benefit to doing online surveys the right way, making an investment in all segments of your customer base, and creating a virtuous circle between the desire to share information with your brand, and the desire to spread information about your brand with others.”
What is your favorite curse word? Joey Held wants to know. The podcaster and marketer (Parks n Wrecked, Good People, Cool Things) shares fun, flexible questions to kick off a conversation — or get one back on track. “Every podcast guest has their own story to tell, but not just one.” Creative phrasing goes a long way.
Questions should be specific but subjective. Instead of asking a drummer about their first kit, try: “What do you remember about the first time you [felt connected to your instrument]?”. Held explains, “By phrasing the question like this, asking what they remember, you’re encouraging your guest to dive back into a fond memory.”
Held was disarmed by the curse word question in a job interview, believe it or not. “You’ll get a sense of how their mind works,” he says. “No one will merely say, ‘My favorite is bollocks,’ and that’s the end of it. Instead, they’ll give a reason or two as to why it’s their favorite.” (In a pinch, ‘favorite euphemism’ will do.)
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