Gathering data about human behavior, preferences and activities is part of the core of marketing research that combines perspectives of multiple areas: anthropology, economics, sociology, technology, and cultural. The goal of a market survey or any type of survey, is to collect data surrounding an intended subject such as to uncover trends, expectations, perceptions, behaviors.

Web Polls and Surveys is one of the tools offered by the platform that will allow you to expand your knowledge of your business environment by actively pursuing information from your current and potential customers in a continuum.

In this section we outline the steps that are required to setup your own Web based Polls and Surveys, using the features of the platform so that you can gather information that will help build and sustain effective marketing and advertising strategies and enhance the performance of your organization.

After selecting New Campaign, entering the Campaign Name and selecting Web Polls & Surveys from the campaign options, you are brought to the Web Polls & Surveys campaign creation section, that has the following steps.

Steps

The steps to create a Web Poll or Survey are the following:

Delivery
Cover
Contents
Closure
Message
Summary

Delivery

In the Delivery step, you define the Delivery Channel and the campaign Recipients.

Currently, three delivery channels are available for Web Polls & Surveys campaigns:

For more information to select the desired delivery channel go to the Delivery section.

For information on selecting the recipients, go to Define Recipients in the Campaign Elements section.

Cover

In the Cover step of the setup, you define the first screen that the poll, or survey participant, will see.

It is divided into three main areas.

• The Cover Design,
• A Fine Print Section, and
• An emulated phone screen display, a feature that is replicated in all three design steps.

Cover Design

Under the Cover Design, you define the first screen elements that will be shown to the participant once the poll or survey begins. When you first arrive at the Cover step, the different elements are filled with default values that serve as guides to show where these elements appear on the display of the emulated phone screen. As you begin adding the elements of your campaign, they will substitute the default values.

Under the Cover Design, the steps are,

Enter the Poll or Survey name in the Title box which is what will be shown to the participants once they start the campaign. (Up to 21 characters)
Insert an image that reflects the campaign’s purpose in the Header Image box provided, following the size guidelines under it.
Through the color palettes, define the color scheme for the different elements of the cover.

As you introduce your modifications, they will be replicated in the emulated device screen.

Below the Cover Design section is the campaign’s Fine Print Message, an optional element that can be toggled on and off, with a default text value of Terms & Conditions.

The default state expects to have actions tied to the Fine Print Message. Notice that the emulated screen is displaying it as a normal text entry. To define an action for your fine print message, and convert it into a hyperlink, select Add Action Link.

The platform will present a popup configuration dialog box as shown below. Once selected, the following Dialog will appear. To configure the action,

Enter the text associated with the action in the Content Name text field, this could be a single word or a full statement. Pay close attention to its behavior as you can provide different flavors on how it is shown.

Content Name and Select behave as follows,

• Content name: Will convert into a hyperlink text tied to the action defined under Select, for example the default Terms & Conditions can be tied to an URL.

• Select drop down menu: Offers four different action types,

URL. For entering a Uniform Resource Locator (link) that will retrieve contents of a website, such as Terms & Conditions.
Email. Invokes the default email client of the device from which the participation is taking place, and gives email address options that have been previously defined within the platform. Once a participant selects the hyperlink, an email will be set up to the email address selected.
Call. Invokes the device’s capabilities to place a call to a number specified for that purpose. For example, this could be used in flash polls scenarios driven by a radio program.
Navigator Access. Enter a location which will be turned into a hyperlink of the text in Content Name that will take the participant to a location in Google maps.

Notice the correspondence between the Content Name and the four hyperlinks generated in the examples. In two cases the complete phrase is the hyperlink (URL and Email), and in the other two, it is a single word. The additional text shown in the last two cases, is entered directly in the Fine Print Message window, with options to make the text Bold or Italicize and change its color.

Once you are finished with the cover design, select Next.

In the Contents step is where the questions are added to the poll or survey.

The de facto state is to show only Question 1. Once you enter the contents of Question 1, you are able to add the next question to the poll. That is, the questions are entered sequentially, one at a time, and will be presented to the participants in the same order in which they were entered.

With the exception of Question 1, all other questions can be deleted, independently of their position in the poll.

The platform allows for two types of questions,

• Questions that require a Yes or No answer, (dichotomous or polar questions), and
• Multiple Choice

The steps to enter poll questions into the platform are:

Expand the Question 1 section.

In Question type select either Yes/No or Multiple Choice

In the Question text box, enter your question.
a. If the Question type was of the type Yes/No, the configuration for this question is complete and it will appear replicated on the emulated device screen to the right. The thumps up and thumbs down correspond to Yes and No answers respectively.

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b. For Multiple Choice questions, there can be between 2 and 4 answers, the default value being 2. In the following screenshot, a configuration with 3 answers is shown. At the far right of the 3rd answer, there is a trash can icon that allows to remove it.

Furthermore, immediately below the 3rd answer is Add Answer, which allows you to add a 4th and last answer to the Multiple-Choice question. Add Answer was used to include the 3rd answer.

After you are satisfied with the configuration of your question, save it by collapsing the window or by selecting Add Question, located immediately below the question configuration window, to add more questions to your poll.

Repeat the procedure described above to add more questions:

Select Add Question, and the platform will increase the question sequence number automatically
Select Question Type: Yes/No or Multiple Choice
Enter the Question
If applicable, enter the answers for the question
Collapse the particular question window your worked on to save it or repeat process.

The platform does not restrict the number of questions that a poll can have. Again, you can review, edit or remove them one at a time by expanding them to perform either task.

After entering all the poll questions, select Next.

Closure

In the Closure section you define the last interaction screen of the participants with the campaign. It consists of,

End of Poll Configuration
Fine Print Message
Redirect, and
An emulated phone screen display.

End of Poll Configuration

End of Poll Configuration, deals with the presentation elements in a similar fashion as it was done in the Cover step.
However, it presents two different look and feel options. One, to close strictly with a message and the other, to close the campaign with an image. You select your preference through the radio buttons Image or Message.

The rest of the elements are configured following the well-established scheme used throughout the platform, for images, Background, Card, Text colors, as was illustrated in the Cover step above.

Fine Print Message

In this case, the Fine Print Message is limited in scope, unlike the scenario found in the Cover step. Once you expand it, you will see the Display toggle switch to control whether or not the Fine Print Message, the text entry box and the Add Action Link.

All the behaviors are identical as those shown in the Cover step except that the Add Action Link is limited to providing only an URL at this step, showing the other options greyed out.

Redirect

The Redirect element of the Closure step provides an option to include a button associated with another URL, offering an exit route to the campaign other than closing the window.

It includes,

A Display toggle switch, that controls whether the button is to be shown on the screen or not,
Settings of the button's look and feel button, and
An URL entry box for the definition of where the participant will be redirected upon selecting the button.

Upon completing all the steps above, select Next.

Message

In this step, the message that will be used to deliver the Campaign is defined. It is closely tied to how the campaign participation invitation was delivered. Given the delivery methods, the way the campaign participation is promoted will vary accordingly.

For more information about the message's Content and personalized fields configuration, go to the Message Content and Message Personalization section.

Once all the message details have been addressed, move on to Summary by clicking on Next.

Promoted through a Subscription Form

In the case of campaign promotion through a Subscription Form, there is no message to be sent given the nature of the entry point to the campaign. The campaign will be invoked through the Submit button of the Subscription Form after having completed it.

In consequence, the platform will deliver the following message, taking you directly to the Summary step.

Summary

The Summary step is where you take the final actions on your Web Polls & Surveys campaign, and have a chance to review some of the salient aspects.

You can view the following elements of the campaign configuration:

Blocks Used: in this case, given the campaign, it shows Web Poll Builder
Sender: the entity of the platform used to deliver the campaign
Recipients: the recipients targeted in the campaign based on the selection at the initial definition
Applied Filter: Any filter or segment that was applied to the campaign

The three areas that require configuration in the Summary step are:

Campaign Expiration,
Campaign Activation, and
Throttle Configuration

For more information about the Summary step settings, go to Summary in the Campaign Elements section.

To view the report elements of a Web Polls & Surveys campaign go to the Interactive Campaign Reports section of this User Guide.