Quantitative versus qualitative surveys for lead generation

Digital marketers and researchers collect data in different ways to learn about potential customers. The best way to do it is by conducting online surveys. Surveying is one of the strategies to draw leads and gather relevant details. However, how do you choose between quantitative and qualitative surveys? So, let us discuss the topic of quantitative versus qualitative surveys for lead generation. There are some differences and similarities between these 2 types of surveys for data collection.

Why should you conduct online surveys?

Before analyzing the research techniques, you need to know the importance of digital surveys for your marketing campaign and lead generation program.

An online survey is a cost-effective option

You can integrate a survey form into your website to connect with the target respondents and audience. It is challenging to make face-to-face interviews and phone calls to communicate with them. Some companies rely on paper-based surveys. But, it is easier to conduct online surveys.

Reach a wide audience

Strategically placed online surveys are visible to the target audience. By reaching a lot of audiences, you will find a higher chance of having a deep insight into the target audience. Moreover, you will learn about larger demographics and opinions of their potential customers.

It is easy to make online surveys

Online platforms enable you to conduct multiple surveys at a time. The result, questions, and other details can be managed with a few clicks. The multimedia content is also adjustable according to your needs.

 The pre-made templates and drag & drop elements save you precious time. You can focus on the most important things. Add questions that convince respondents to answer them. 

A reliable option

Surveying is a reliable way to analyze customers’ needs and views.

Qualitative survey- A brief concept

The qualitative survey is related to the non-numerical details of your target audience. The semi-structured data gives you a detailed insight into your potential customers. You can gauge the underlying factors of what respondents’ data represents. For instance, you will know the reasons, motives, and opinions of your customers. 

Pros of qualitative online surveys

In-depth insights

Qualitative surveys let you know the reactions, feelings, and past experiences of users about new products of your company.

The feedback from the survey is useful for learning about the product features most desirable to your users. Qualitative feedback informs users about your services and products.

 A budget-friendly solution

There is no need to have a large survey group to learn about your leads. Smaller groups let you know about them. 

Gives abundant data

Qualitative research is contextual, and thus, you will get unique benefits from it. You need to make open-ended questions for qualitative surveys. For instance, you will be able to find the reason why a customer has abandoned his shopping cart.

Good insights, behavioral patterns, and trends can be learned from the qualitative survey. Based on the data, you can implement your marketing strategy.

A few cons of the qualitative survey

As the data is not countable, you may have doubts about accuracy. Everything is subjective in this online survey for lead generation. 

There is an issue with reliability while conducting the online survey for qualitative research. Some factors are not under control, and thus, it affects the data. Some qualitative data does not represent the number of respondents. 

In some cases, you may need to interpret data manually. It is truly a time-consuming task for your team. Feedback data obtained through the qualitative processes are not replicable. The survey will give you subjective outcomes because data observers, interviewers, and researchers have to decide on the relevancy of the data. Thus, you will find varying results from data interpretation.

Quantitative survey

A quantitative survey gives you numerical data, and you will have a statistical view of the respondents. You can also make predictions by analyzing this data. From attitudes to opinions, everything can be analyzed. You can conduct qualitative surveys when you try to identify patterns and trends. You will also learn about the activities of website users.

Pros of quantitative data for lead generation

  • Learn about the trends– Quantitative data has made it easy to detect patterns and trends in the market. You can conduct a survey every week and month to know about customers’ behavior.
  • Easy to collect– Compared to qualitative data, quantitative ones are easy to collect. You will have a time-saving response to your queries.
  • No hassle in analysis– Your team can efficiently analyze data with a range of tools, including a feedback software survey. By analyzing the data, you can adjust the strategy.
  • Objective solution– As the data relies on numbers and stats, there is no risk of suspicions.

Cons of quantitative data

There is no context related to the numerical data collected through online surveys. Numbers are important for analysis. However, the reason behind them is to be identified to understand the data. 

You may need to employ professionals to interpret complicated statistical data obtained from the survey.

Quantitative versus qualitative surveys for lead generation

So, you can now make your decision based on our discussion on quantitative versus qualitative surveys for lead generation. Create surveys using both these methods. 

Both these approaches are acceptable and legitimate, and you can combine these techniques. The major advantage is that it lets you draw categorical and statistical conclusions. You will be able to make a better analysis of the result. Take time to add the right questions to your survey form. However, do not make your survey lengthy, as it will annoy respondents. You can make your survey effective and powerful with different types of questions.

The survey results will help you to create a database of your potential customers. However, to integrate the survey form into your platform, you can take advantage of Movology’s remarketing software. This software lets you make third-party integrations. So, you can make your remarketing campaign successful with this versatile software. Add an online form to your platform and wait for the response.