Market Research Survey Responses

How To Generate Market Research Survey Responses Using Facebook Ads

So you want to run a market research survey. Maybe you’re thinking about launching a new product and want some feedback on its viability. Or maybe you want to start servicing a new part of the market.

It’s incredibly easy to create your survey with Fieldboom, so in this post I’m going to walk you through exactly how you can find actual real people to respond to your survey using Facebook Ads and their incredible filters on demographics, psychographics and a lot more.

The good news? You can generally get a survey response for less than $1, making Facebook Ads not only affordable, but extremely fast too. For example, you could quite literally collect 1,000 genuine responses to your survey in a matter of days using Facebook Ads.

Sound good? Let’s get started…

(Note: If you need a simple way to create your market research survey, complete with advanced features like answer piping, email notifications, personalization, file uploads, skip logic and more, make sure you give Fieldboom a try. You can start your 15-day free trial here.)

Who Is Your Ideal Survey Taker?

The first decision you have to make revolves around the specifics of the audience you want to reach, AKA the people who you want to fill in your survey.

There are a number of different attributes you can focus on, but some of the most common are:

  • Demographics – such as age, gender, income, relationship status and location
  • Psychographic – personality traits, values, attitudes, interests, and lifestyles
  • Firmographics – if you want to target businesses (including number of employees, industry, location and status/structure)

Don’t over think who you’re targeting though. Ideally, you want to target based on a few demographic attributes, such as:

  • Women
  • Who live in California
  • Aged between 25 and 45
  • Who are married with kids

Another extremely powerful targeting option (which we’ll get in to shortly) you can use on Facebook is fans and followers of your potential competitors.

So, for example, if you were doing market research to launch a new luxury watch brand, you might target the followers of watch brands on Facebook like Rolex, Hublot and Tag Heuer.

Now that you know who you want to target, let me show you how to target them.

Facebook Ads – A Quick Primer

(Note: The Facebook Ads interface is changing all the time – almost daily, so if what you see doesn’t look exactly like what I’m showing you in the screenshots below, don’t worry – they’ve probably just moved things around a bit.)

First thing’s first. If you don’t yet have a Facebook Ads account, head on over to http://business.facebook.com and create one. It only takes about 5 minutes.

Now that you’ve got your account setup, you want to click on the menu at the top left of the page and go to Ads Manager, like this:

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From here, click the big green Create button to start creating your first ad campaign. Don’t worry, I’ll step you through everything and you can save it for later if you don’t actually want to launch right now.

What Is The Goal Of Your Campaign?

The first thing Facebook asks us for is the goal of our campaign, which they call our marketing objective. Choose Traffic and give your campaign a name, like this:

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Click the blue Continue button at the bottom of the page when you’re done.

Who Do We Want To Target With Our Market Research Ads?

OK, next up is targeting. Facebook gives us a LOT of options to choose from, but let’s stick with our luxury watch market research survey and assume we want to target people who are:

  • Male
  • Aged between 40 and 60
  • Live in the U.S.
  • Are fans of Rolex, Hublot or Tag Heuer on Facebook

After adding all of these demographic filters to my ad set, Facebook tells me I can reach 1,800,000 men:

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Great, right? But in this case, I’d like to refine my audience even further – ideally down to under 1,000,000 people. To do that, I’ll hit the Narrow Audience link so I can target men who also like other brands related to high-end luxury (in this example, car brands) on Facebook:

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Now my audience size is 960,000. Perfect. And just to recap, the only people who will see my ads are:

  • Men
  • Living in the U.S.
  • Aged 40-60
  • Who follow Hublot, Rolex or Tag Heuer on Facebook
  • And who also follow Bentley, Ferrari, Mercedes-Benz or Porsche on Facebook

I’m sure you’d agree that’s a great audience if I’m doing market research on the luxury watch space, right?

Before we move on to create our ad, scroll down the page and look for Budget & Schedule section:

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For now I’d recommend leaving all of the options here as-is, but just note that you’ll be spending $20 per day on ads to drive people to your market research survey, which is fairly reasonable. You can always come back later and increase/decrease your budget if you need to.

Click the blue Continue button to move to the next screen, which is where you can create your ad.

Creating Our Market Research Ad

Now let’s create our ad. This is the really easy part. Our ad will consist of the following:

  • A link (which they will be taken to when they click your ad – this is the link to your Fieldboom market research survey)
  • A question (which draws in the right audience)
  • An ask (fill in our market research survey)
  • A reward (for filling in our survey)
  • An image (80% of an ad’s success is based on the image)
  • A Call To Action (the button or link they click to actually take our survey)

Let’s create each of these ad “components” now. Start by scrolling down to the bottom of the page on Facebook, where you should see something like this:

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Don’t worry though, create your ad isn’t as confusing as it looks!

First up, paste the link to your Fieldboom survey into the Website URL field, like this:

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If you don’t remember the link to the market research survey you created in Fieldboom, here’s how to get it:

  • Sign in to Fieldboom
  • Move your mouse over your survey and click the “View Link” button
  • Copy the link in your browser – that’s the link to share your survey

Next, we want to add a question to our ad, so we can draw in our desired audience. Your question should be intriguing and make them want to click your ad. For our luxury watch example, we might use:

Are your a luxury watch owner? Collector? Do you demand nothing but the best?

See how this question invokes curiosity but also narrows our audience down to only people who own one or more luxury watches?

We now want to add “the ask”, which is what we want them to do. Of course, we want them to give us feedback, so we’ll add that on to the end of our question, like this:

Are your a luxury watch owner? Collector? Do you demand nothing but the best?

Take just 60 seconds to share your feedback with us by going to https://form.fieldboom.com/5

Finally, we want to add the reward. For market research surveys, simply providing them with the survey results is usually enough of an incentive for them to complete your survey.

Plus, it’s a great reason to ask for their email address in your survey too, so you can now only send them the survey results, but also follow up with additional questions, ask them to chat with you on the phone, etc.

Here’s the reward we might use:

Are your a luxury watch owner? Collector? Do you demand nothing but the best?

Take just 60 seconds to share your feedback with us by going to https://form.fieldboom.com/5

We’ll share the results of our survey with you when we’re done.

Other ideas for rewards which encourage people to click your ad and complete your market research survey include:

  • Giving them your product for free (if you’re doing research around the viability of launching a new product)
  • Offering a discount when you launch your new product or service
  • Access to a useful guide, white paper or pre-recorded webinar you already have posted somewhere on your web site
  • Anything else with a high perceived value, which is low effort to create on your part

OK, now that we’ve got our question, ask and reward, let’s add them into the Text field as part of our ad, like this:

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You can see that Facebook provides a real-time preview of your ad in the right column. By default, however, it shows how your ad will look on the mobile news feed, so let’s change that to Desktop News Feed instead, so we can see a larger preview:

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We’ve only got two things left to add – a headline and an image. Let’s do the headline next.

The headline of your ad is the big, bold text which appears towards the bottom of your ad and under the photo. Here’s a headline from our of our Facebook Ads:

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For our market research ad, let’s keep our headline short and to the point. Something like this would work really well:

Own A Luxury Watch? We Want Your Opinion (60 Secs)

Simple enough, so let’s add that headline in now:

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Finally, we need to add an image to our ad. The image you choose has a huge impact on:

  • How many people click your ad
  • How much you pay when each person clicks on your ad

… so here’s the secret with your image – it should actually blend in with all the other images people see on Facebook. By that, I mean it shouldn’t “look” like an ad. It shouldn’t be a professional photo or some incredible work of art.

It should look like it was taken on your phone – because that’s how all of the images in your news feed are taken. The more professional your image looks, the less likely someone will be to click on it, because their brain will know it’s an ad even before they read your text.

So where do you find an image to use for your ad? Well, Facebook has a bunch of stock images you can choose from, but they’re all “stock” – and you can tell.

Instead, let’s head over to one of my favorite sites, Unsplash. All of their images are free to use and they have an incredible selection to choose from.

For our ad targeting luxury watch owners, a quick search on Unsplash for “rolex” brings up this image:

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Perfect. Hit the big green “Download Free” button on Unsplash to save the image to your hard drive and you’re good to go.

Once you’ve found an image you like, go back to Facebook Ads and scroll UP the page to find this section:

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As I’ve highlighted in pink, you’ll want to choose Single Image and then hit the Upload Images button to upload the image you found on Unsplash.

Once your image has finished uploading, congratulations, you’ve created your first ad!

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One final step – scroll to the bottom of the page and hit that green Confirm button, and then hit the blue Continue button. Facebook usually needs to approve your ad, but that generally takes just a few minutes, after which time your ad will be live!

What To Expect Now That Your Ad Is Live

Depending on who you’re targeting, your daily budget, the text in your ad, the image you chose, etc, what I’ve outlined below may vary (sometimes greatly), but generally if you stuck to $20 per day in terms of budget, you should expect:

  • 5-20 survey responses per day from the audience you wanted to reach
  • Your cost per click (how much you pay when someone clicks on your ad) to start decreasing after the first 4-7 days
  • A handful of people liking, sharing and even commenting on your ad

So there you have it, a simple way to take the market research survey you created using Fieldboom and pair it up with Facebook Ads so you can start collecting responses from the audience you wanted to reach.

(Note: If you need a simple way to create your market research survey, complete with advanced features like answer piping, email notifications, personalization, file uploads, skip logic and more, make sure you give Fieldboom a try. You can start your 15-day free trial here.)