How exactly to use Facebook Messenger for research

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
4 min read

With more businesses using Facebook Messenger for marketing, brands may also be starting to benefit from Messenger for surveys and research too

I’m always searching for new means of conducting research with users and customers and something study which caught my eye was how Liberal Democrats are employing Facebook Messenger to perform a survey. Liberal Democrats certainly are a political party in the united kingdom, we don’t support any particular political party, this just personally caught my attention. They covered sponsored ads, developing a specific “Lib Dems Listen” messenger account and ran an automated survey.

There are excellent benefits to conducting surveys in this manner, firstly like any survey, it’s automated but it is also a lot more conversational also it helps to build relationships users who could be sick and tired of taking traditional surveys, thus response rate technically ought to be higher. Customers always want varying experiences which explains why survey after survey doesn’t always work if you are looking to get as much opinions as you possibly can. Within their case, they needed plenty of respondents since they were asking about potential policies, something is really a vital facet of any political party.

Previously, I’ve discussed IKEA using chatbot surveys and how interactive this specific experience was. Marketers and researchers have to intensify their game, it’s becoming more and more difficult to obtain “good” response rates, to recruit participants and overall to obtain the insights so we desperately have to run businesses, improve experiences and increase revenues. I’m not for just one minute saying the original survey is dead, I actually believe the contrary – it isn’t broken why correct it? But, it’s about giving customers a fresh kind of experience and utilizing a selection of research methods as time passes.

A couple of years ago general market trends thought leaders predicted custom branded research panels were another big thing plus they were, next we shall probably see an explosion in improved survey experience, chatbot style surveys and Facebook Messenger surveys.

There are excellent benefits to using chatbot style surveys and using Facebook Messenger – firstly it is possible to ask more questions, there isn’t any progress bar sufficient reason for it being more conversational it can help to improve question numbers without affecting the knowledge, in addition to encouraging more depth from open end answers. Facebook Messenger surveys may also be mobile friendly. As it’s a significant new data collection technique it’s difficult to state how efficient analysis is, but new software as time passes should get this to easier.

Chatbots might help marketers reach customers and prospects by engaging with customers in a far more conversational way, we likewise have a great post on what chatbots are changing just how we communicate.

If you are thinking about using chatbot style surveys, I’ve some top ideas to assist you to format the survey and questions.

Make it conversational

The whole point of using chatbots or Facebook Messenger is that the surroundings and expectation is that’s it’s more conversational however you like. Say “hi”, include emoji’s, it’s about engaging in a means a conversation would.

Make sure it’s mobile friendly

Adding options participants can select either with a mouse on the computer or on the smartphone, repeatedly typing could be annoying, and buttons in surveys make sure they are easy, so include those in chatbot or Messenger surveys too. Participants may then just select options and answer open-ended questions as required.

Maintain good research standards

You may be using more conversational language but it is important to make certain question quality hasn’t deteriorated. I advise following MRS guidelines and I also advise that questions aren’t leading, have opt-out answer options and “other” answers where appropriate.

Ask open-ended questions too

Don’t ask way too many, as being a survey, but asking open-ended questions in a far more conversational format permits increased engagement and much more depth. The format allows participants to provide their opinion in a far more conversational manner so it is smart to benefit from this, participants desire to be heard, permit them to be.

Participants still suffer fatigue

Chatbot surveys aren’t a justification to simply ask a ridiculous a questions because as result response rates may be low and certainly, drop-out rates will undoubtedly be high if this is actually the case. An endless conversation can be annoying so you might provide them with updates on the progress, for instance, say you’re halfway through (and thank them) and tell them if they are nearly done. It is also advisable exactly like with surveys to provide participants a concept of just how long the chatbot survey will need and how it operates.

Privacy is quite important

The Liberal Democrats survey allowed me to skip on entering my postcode and allowed me to see the online privacy policy before I started. The online privacy policy was a separate one for the chatbot and was given by the software that was used for the chatbot, so that it clearly explained what data had been collected and what it had been used for. Ensure it is clear in the chatbot itself what data will undoubtedly be collected, how data will undoubtedly be anonymized etc. too.

Marketers and market researchers are always likely to need to explore novel means of getting feedback and I firmly believe innovation is paramount to increase data quality and survey responses to create a lot more accurate decisions.

Final tip, the app utilized by the political party was that one: http://www.apptivism.org/ in the event you are considering some Facebook Messenger chatbot providers.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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