Sam Mcnerney is the Founder of McNerney Insights & Marketing. With a passion in behavioural science, and an impressive track recording working at organisations such as Publicis New York and serving clients such as Proctor & Gamble, Walmart, and Citibank. Sam fell in love with the power of customer surveys and to date, he has conducted over 300 customer surveys involving over 100,000 respondents.

Join us as Sam shares about how to structure customer surveys and the power of customer surveys, so you too can harness its power!

Newsletter l Podcast l Free Resources 

https://www.sammcnerney.com/ – Get in touch with Sam at his website!

1. When choosing your niche, have a think as to where in the market you can make an impact. If there is a market that segment that cannot afford the fees of the larger incumbent players, targeting them will allow you to make an impact and start building your clientele.

2. Despite being low tech, surveys are still a great way to do customer research, especially when you are looking to actively test the way a customer would react to something new that you want to put out into the world.

3. Good surveys should be concise and able to be completed within 1 minute. If it takes longer than that, the survey might not have been structured well enough to get the answer you are looking for.

[2.45]

Sam Mcnerney is the Founder of McNerney Insights & Marketing. With a passion in behavioural science, and an impressive track recording working at organisations such as Publicis New York and serving clients such as Proctor & Gamble, Walmart, and Citibank. Sam fell in love with the power of customer surveys and to date, he has conducted over 300 customer surveys involving over 100,000 respondents.

Join us as Sam shares about how to structure customer surveys and the power of customer surveys, so you too can harness its power!

Newsletter l Podcast l Resources 

https://www.sammcnerney.com/ – Get in touch with Sam at his website!

1. When choosing your niche, have a think as to where in the market you can make an impact. If there is a market that segment that cannot afford the fees of the larger incumbent players, targeting them will allow you to make an impact and start building your clientele.

2. Despite being low tech, surveys are still a great way to do customer research, especially when you are looking to actively test the way a customer would react to something new that you want to put out into the world.

3. Good surveys should be concise and able to be completed within 1 minute. If it takes longer than that, the survey might not have been structured well enough to get the answer you are looking for.

[2.10] Sam developed his expertise in customer research when he worked with one of the largest publicist in New York where he worked in the insights department and eventually ran a behavior science team.

[4.35] Sam explains that his value proposition is to help direct to consumer companies find and test benefit claims and positioning statements. Sam chose to niche down in this market because while they couldn’t afford the larger firms, they still needed help with their customer insights. In addition, the Sam also enjoyed helping them because he got to see a more direct impact with his work.

[8.00] Sam shares the power of surveys. While it is a low technology way to do customer research, it is still a great way to get a customer’s reaction and is active way to test something that is new and being tested before being put into the world.

[12.15] To structure a good survey, be really clear about what you want to measure, how it aligns with your strategy and how that strategy aligns with your overall structure.

[13.00] Sam advices that good surveys should be able to be completed within 1 minute, if it takes longer than that, the survey might not have been structured well enough to get the answer you are looking for.

[15.50] A good question should be structured in a way that it can stand on its own and not require additional explanation.

[19.40] Sam shares that one of the problems he notices he customers face is that they cant stand out from their competitors because they all make the same claims and hence get drowned out.  

[26.20] Sam shares how technology has allowed the sourcing of survey takers to become easier, but one must be wary about the bots and individuals who aren’t taking the survey properly and weed them out.