產品

SurveyMonkey 能滿足各種使用案例和需求。歡迎探索我們的產品,瞭解 SurveyMonkey 能為您提供什麼協助。

從全球首屈一指的線上調查問卷中,獲取以資料為導向的深入分析。

可與超過 100 款應用程式和外掛程式整合,讓您事半功倍。

建立並自訂線上表單,以收集資訊和付款方式。

利用內建的 AI 打造更優質的調查問卷並快速獲得獨到見解。

依實際需求量身打造解決方案,滿足您所有的市場研究需求。

範本

測量客戶對貴公司的滿意度和忠誠度。

瞭解如何讓客戶滿意,使他們成為您忠實的擁護者。

取得可化為實際行動的深入解析,以改善使用者的體驗。

向潛在客戶、受邀人等對象收集聯絡資訊。

輕鬆收集並追蹤活動邀請回函。

瞭解參加者的需要,使下一場活動更成功。

發掘能提升員工參與度並改善績效的深入解析。

瞭解與會者的想法和意見,把下一場會議辦得更好。

運用同儕意見回饋來協助員工改善績效。

打造更好的課程並改善教學方法。

瞭解學生對課程資料和教學狀況的評價。

瞭解客戶對您的新產品構想有何看法。

相關資源

使用調查問卷和調查資料的最佳實務

有關問卷調查、給企業的訣竅及其他主題的內容,都在我們的部落格。

SurveyMonkey 的使用教學與指南。

頂尖品牌如何透過 SurveyMonkey 推動成長。

How to test images, messages, packaging, and product concepts with surveys

A concept testing survey turns ideas and alternatives into actionable data

Did you know that surveys are an effective, cost-efficient way to test design concepts including ad messaging, logos, packaging mock-ups, and product concepts?

It’s true! A concept testing survey helps you gather valuable feedback about an idea before you launch it. You can test any marketing idea, from logos to messages to new product concepts, with a survey.

Let’s say, for example, you’re trying to decide between a couple of package designs for your product—and you want to figure out which one would really move the needle for your business.

Package A has your logo and a picture of the product—and Package B just has your logo. Which will perform better with consumers?

Here’s how you could use a concept test survey to do your research to find the best packaging concept:

Write down the goal for your research. In other words, what decision do you want to make? In this case, your goal could be something like, “I want to know which package design resonates most with consumers.”

What do you think the outcome will be…and why? Write down your hypothesis (predicted outcome) first. Your hypothesis helps guide your question-writing. What do we mean by this?

For example, your hypothesis could be, “The package design with both a picture of the product and the logo will outperform a package with just our company logo because consumers 1) recognize and trust our brand but 2) want to see what they’re getting.”

Now you have guidance for which questions you should be asking—the hypothesis forces you to consider the factors that drive your success (e.g., brand loyalty, trust, transparency) and guides you to ask the right questions.

Don't guess. Know exactly which concept will win with SurveyMonkey Audience.

For a packaging concept test to be successful, go back to your original goal to think about the questions you want to ask.

  • Appeal: “I want to know which package design resonates most with consumers.” If customers see an image of your product on your package and your competitor’s package is just a logo, they may be more attracted to your product on a store shelf. Appeal measures affinity, which is a strong indicator of purchase intent. You may want to test your packaging concept in multiple contexts, like alongside competing products, or on a landing page.
  • Intent: Could the concept drive behavior change? Ask customers if the proposed design(s) would compel them to take a desired action (e.g., learn more, purchase).
  • Recall: Do customers remember anything about the package after they see it? What did the copy say? What was the image on the front? You can measure how memorable your concept is and see which design is stickiest.

Speaking of memory, remember you can also ask customers why they responded a certain way. In other words, why is the design with the product image more appealing than just the logo? Is it because customers want to see it before they pick the box up off the shelf? Does it help them make a purchase decision more quickly?

Are you targeting a specific demographic (e.g. 18-24 year olds, moms, etc.)? Or maybe you want to reach your competitor’s customers? Sourcing respondents for your survey can be tricky. That’s why we built SurveyMonkey Audience, home to our community of more than 3.5 million people to help you reach the exact people to provide you the answers you need.

You sent the survey: Great! Now what?

Depending on who completed the survey, you may want to review insights in aggregate or by segment (e.g., age, gender, etc). In many cases, segmentation can drastically affect what you uncover from seemingly ordinary data.

This can help you understand how different target demographics respond to your packaging design—and can inform which decisions you ultimately make about developing new product packaging.

For example, when looking at your data in aggregate, it might appear that Concept A was the most appealing. But when you segment the data, you might discover that Concept B was significantly more popular with 18-24 year olds than older demographics. Therefore, you likely want to use Concept B packaging in stores frequented by young adults.

Survey data analysis takes time and careful consideration. Here’s a handy guide to analyzing survey data:

  • Evaluate against your goal: Did the results meet your stated goal and definition for success? Did you learn which package design is going to drive more sales? If not, consider removing questions from your survey that aren’t getting you actionable data—and add questions that cover concepts you want to know more about.
  • Compare to your original hypothesis: How did the results compare to your hypotheses? Did customers prefer the version with the product image? If not, why? If your results don’t match your hypothesis, the next time you come up with a new concept, revisit your original hypothesis (and your survey results) to guide your product packaging design.

Once you have your initial results, you may have even more questions. Your initial results showed that customers prefer the version with the product image, but how big should the image be? Should you show additional product shots on the sides or back of the package? How prominent should the logo be? Before you make a final packaging decision, be sure you have asked and answered all of your questions.

Generally, you need to consider many factors, including weighting segments against one another, when performing concept testing data analysis. Here’s how you can run your own concept test on paid advertisements.

Want help running your concept testing survey? SurveyMonkey Audience can create, send, and analyze your survey results for you—or just find you the right people to get you the results you need.

品牌行銷經理

品牌行銷經理可利用此工具組來瞭解目標受眾、推動品牌成長並增進投資報酬率。

查看 SurveyMonkey 消費性產品與服務解決方案

消費性產品與服務產業 (包括 CPG、旅遊及餐旅) 都依賴 SurveyMonkey 的深入解析來決定未來的發展。

探索 SurveyMonkey 零售解決方案

瞭解 SurveyMonkey 如何幫助零售公司應對千變萬化的市場趨勢、開發讓客戶滿意的產品,並創造能吸引廣大粉絲的品牌。

查看 SurveyMonkey 專業服務公司解決方案

查看專業服務組織如何使用 SurveyMonkey 獲得客戶和市場深入解析。

Don't guess. Know exactly which concept will win with SurveyMonkey Audience.