How Online Forms and Automated Workflows Help with Market Research

Smaller and newer businesses may not have the resources necessary to contract out market research, or to use the more expensive market research tools designed for big enterprises.

Young marketers on floor

Regardless of your budget or company size, you benefit from regular market research.

However, they can use online forms and automated workflows to organize and manage their in-house market research efforts and gain valuable insights.

Ongoing market research is essential in a constantly evolving marketplace. When you conduct regular market research and analyze the data you collect, you can:

  • Create more compelling marketing collateral
  • Discover targeted niches interested in your products and services
  • Develop new products and services based on customer “pain points”
  • Recognize developing industry trends so you can act promptly

Here are just a few of the ways you can use online market research forms and automated workflows to improve your market research efforts.

Organize and Understand Data from Surveys and Landing Pages

Does your form software support web forms? It should, because web forms allow you to collect valuable information from the very people who are interested in the products and services your business offers. Not only can you create landing page forms that improve conversion rates, you can create on-site surveys and then funnel the data from them to databases and spreadsheets for analysis. 

Your form software should be easy enough to use that you can do A/B testing of landing page forms to find out exactly what combination of elements results in the highest conversion rates. If your form software is difficult to use or has a steep learning curve, you may not bother with A/B testing, and could end up missing out on key insights.

Create Forms for Combing Through Secondary Market Research Sites

Many companies do market research by combing existing web resources like Facebook groups, Quora, reddit, and even Amazon book reviews. Forms and workflows can organize these efforts and help ensure that nothing of value is missed. You could, for example, create a form that your market researcher can use to record key URLs, assign a topic to the research, record keywords, and jot down sentiments expressed in user posts. 

Colorful word cloud

Plugging text from online reviews into a word cloud generator
can give clues as to what’s important to your customer base.

Your researcher could run the text from a relevant Facebook group through a word cloud program and identify words that show up prominently. These words could be entered into a market research form for follow-up, to help understand customer problems and sentiment more clearly.

Integrate with Databases, Spreadsheets, and Salesforce

Online forms and automated workflows that integrate form data with other office systems like databases, spreadsheets, and CRM systems (like Salesforce) help ensure that you gain a comprehensive, 360-degree view of your customer personas. Forms themselves can offer insights, but when you multiply those insights many-fold and feed critical form data (such as form users’ age, sex, or geographic area) into a spreadsheet, suddenly you can process that data to learn far more.

Does your form software integrate easily with commonly used office tools like spreadsheets and databases? If not, you could be unnecessarily limiting the insights your forms could be delivering, and inadvertently hindering your market research.

Online forms and workflows are flexible, multi-purpose business tools. Your form and workflow software should make these tools as easy as possible to use, whether for market research or any other business process. PerfectForms is online form and workflow software that offers an intuitive, user-friendly interface, so you can climb the learning curve in no time.

It also supports web forms and integrates with office software like the spreadsheets and databases you use every day, and even Salesforce CRM. Give your team the tools they need to get the most from market research. Not only will the market research be more efficient and thorough, you can develop insights that you might never have discovered otherwise. If you would like to know more, PerfectForms invites you to watch our demo video. 

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