Audience Surveys--When Less Really is More!

"The Spider Graham Series" with guest, Jeremy Dalnes of PULSE INSIGHTS

Spider Graham (co-author of Taking Down Goliath, veteran digital media buyer, seller, and producer, and long-time digital advertising, sales, and marketing practitioner) talks with Jeremy Dalnes about the myriad advantages of micro surveys in getting to know the visitors to your website, online shoppers, or listeners to your podcast. Dalnes, who recently launched Pulseinsights.com, explains how one-question surveys serve as a trail head, an entry point to huge amounts of data that can be analyzed according to the respondents’ position in the sales funnel.

The response rate to traditional surveys is a microscopic 0.5%. Pulse Insights has achieved from 4% to 17% response rates to single-question surveys, which are not interruptive or obtrusive, thus keeping the experience positive. The person who sees the survey can respond as easily as he or she can refuse, as both take just one click.

A business can adopt “agile learning” about its user base, to better shape content strategy or acquisition strategy. The results of the micro survey can be presented integrated with Google analytics, making access a breeze.

The most intriguing comments by Jeremy Dalnes deal with the importance of emotion as a driver of action. As an example, he cites a pharmaceutical company that included a question about belief—Do you believe this treatment will work?” Belief does not show up in Google or other analytics (except through Pulse Insights), but with it, strategists can see differences in segments and begin to understand potential customers presently in the upper levels of the sales funnel.

Dr. J asked Mr. Dalnes, a graduate of Oberlin Conservatory of Music, about the influence of music on his work. He speaks about the importance of learning to listen to the other members of your ensemble (team members) who absolutely must be listening to each other on performance night. The conductor is the CEO whose work is primarily pre-performance, shaping the sound. The individuals’ execution depends upon practice, but to nail it on performance night they must be listening to each other.

Jeremy Dalnes is Co-Founder of Pulse Insights a customer experience optimization platform that leverages voice of customer data combined with deep industry expertise to create an agile learning environment that drives material improvement in the metrics that matter for our clients.

Prior to Pulse Insights, Jeremy served as Worldwide Director of Digital Strategy for Johnson & Johnson Medical Devices where he led global digital strategy to drive customer engagement and loyalty. Previously, Jeremy was VP of E-Business for Panasonic North America, where he was responsible for all online sales and marketing for Consumer Electronics North America. Originally from Chicago, Jeremy has worked in customer acquisition strategy, PR, and online advertising technology both in California and New York for such innovative and entrepreneurial companies such as Home Decor Products, Consumer Health and Wellness Startup, Zeo and Excite.com.

Jeremy is an active conference speaker having participated in numerous industry conferences including Internet Retailer, Shop.org, & Ad:Tech. He received his bachelor's degree in Technology in Music and Related Arts (TIMARA) from the Oberlin Conservatory of Music.