How To Use Qualaroo: An Introduction To Marketing Research

In the world of digital marketing, there is a constant need to understand how customers feel about your brand and what they look for when they visit your website. 

This is where Qualaroo comes in a modern survey tool that allows brands to capture data efficiently while making sure the survey doesn’t take away from the user experience. 

With Qualaroo, brands can directly ask questions to their users and receive feedback that can inform future product development, content marketing and more!

What do Customers Want? An Introduction to Market Research.
Key Takeaways
Learn the basics of using Qualaroo for marketing research.
Understand how Qualaroo’s surveys can gather user insights.
Explore the integration of Qualaroo with web experiments.
Gain insights into configuring Qualaroo with Optimizely.
Discover the importance of effective question crafting.

1. Develop A Specific Research Question

The first step in setting up your Qualaroo account is to come up with a specific research question or hypothesis. This can be a difficult task, especially for beginners.

Here are some tips for developing a question:

Define the problem before starting on a solution. If you have no idea what’s wrong or how to fix it, then it will be impossible to formulate an effective research question.

Set goals before you start researching them. Don’t worry about what other people’s goals are; set your own! Be ambitious, but stay realistic it’s okay if they’re not perfect right away. 

It’s much easier to improve upon something that doesn’t exist than it is to create something from scratch (and failure often leads us down new paths). 

Example of tangible fitness goals you could achieve in 3-6 months includes walking 5 miles per day at least 3 times per week (nearly 10 miles total), lifting weights 2 days/week (24 sets total), eating more vegetables and less sugar/fatty food (30% increase in vegetable intake).

Marketing research goes beyond data; it’s about crafting narratives that resonate. Discover how the art of storytelling enhances your insights in our guide on the power of storytelling in marketing research.

2. Determine What Type of Information You’ll Need

To determine what type of information you’ll need, there are two main things to consider: the goal for your campaign and the types of questions you want to ask.

If we’re talking about a customer experience campaign, then it makes sense to ask questions that will help you understand how users feel about their experience with your company. 

There are lots of ways to collect this data one option is an open-ended (no multiple choice) survey where users can type in their responses. 

This allows people who have not yet tried your product or service an opportunity to provide feedback as well as give customers a chance to explain their reasoning behind more complex answers. 

The downside of this method is that it may take longer for results since people tend not to be as quick at typing out long responses as they are at checking off boxes!

Another potential benefit of asking open-ended questions is getting a sense of what problems consumers face and how frequently those problems occur.

So that these issues can be addressed in future iterations of products/services offered by businesses providing them now too!

3. Create The Right Survey For Your Goals

As you can imagine, the goal of your survey will determine how you structure it. If you’re looking for general feedback about a product or service, the length and level of detail in the questions should be shorter than if you want to learn about a specific pain point. 

Regardless of what type of information you need, it’s important to define what problem(s) your audience is experiencing so that when they complete their survey they’ll have a clear understanding of what led them there in the first place.

Let’s say that as part of your marketing campaign (like our example earlier), you’ve identified three potential audiences who could benefit from using Qualaroo:

  • Bloggers who write about tech products
  • Small businesses with websites but no dedicated marketing teams
  • People who work remotely and would like tips on improving their productivity

Curious about a career in market research? Uncover the steps to becoming a successful market research analyst with our comprehensive guide on how to become a market research analyst.

4. Create Targeted Audiences

You can create lists of target audiences for your surveys by adding segments or custom segments to your survey. Segments are pre-defined groups that reflect specific characteristics, such as age, gender, or location. 

They’re useful when you want to gather feedback from a specific audience (for example customers who have made purchases before) or have already built them into your website’s tracking code (for example users who viewed pages about holiday sales). 

Custom segments allow you to create new audiences based on any specific data points related to the visitor’s profile such as what pages they’ve visited on your site and how much money they spent during their last purchase using the checkout page.

Selecting an audience in Qualaroo is easy! Just add a segment when creating a survey:

5. Figure Out How You Will Collect Answers

In addition to being able to collect answers directly on your website, you have the option of collecting them in a Qualaroo survey. There are several different types of surveys that you can create and use; each has its own set of pros and cons.

Poll: This is one of the most basic ways to gather data. In this type of poll, you ask one question at a time and receive responses from respondents by clicking one of two buttons: “Yes” or “No” or some variation thereof.

Numeric Rating Scale (1-5): This type of survey gives users a chance to rate something using 1–5 stars or other numeric ratings such as “Very Poor” vs “Excellent.”

Multiple Choice: This option allows users to choose from preselected answers for your question(s). It’s good for questions that require more than two possible answers but not so many that each answer needs its line item (i.e. if there are more than five options).

6. Figure Out How You Will Analyze Results

Qualaroo’s analytics will give you a glimpse into how your survey is performing, but it isn’t always clear what to make of the results. 

For example, if you send out 500 surveys and get zero responses, is that because no one cares about what you want to know? Or is it because people just weren’t interested in answering the questions?

You can use Qualaroo’s analytics to help figure this out. First off, look at how many people are clicking on your survey (this could indicate that they are interested). Also, look at how many people complete your survey (this could indicate that they were engaged). 

Additionally, look at how many people answered each question if most of them were unanswered or skipped over then that particular question may not have been asking a relevant question after all!

Building an effective research panel starts with identifying the right participants. Learn how to select the ideal candidates in our guide on identifying the right person for your marketing research panel.

7. Create A Timeline And Budget For Your Survey

Now that you’ve tested the idea, it’s time to create a timeline and budget for your survey. At this point, you should have an understanding of the scope of the project and how much time is needed to complete it. 

The next step is to break down each phase into individual tasks and assign them to team members based on their expertise. This will help ensure that everyone has clear responsibilities throughout the process so nothing gets missed along the way.*

You should also set up regular meetings with your team to check in on progress, review any questions they might have, or identify areas where they need more guidance from you.

You can also establish deadlines for each phase if needed and make sure everyone understands them!*

8. Start An Online Survey With Qualaroo

Finally, you can create a survey using Qualaroo. To do this, follow these steps:

Sign up for a free account on Qualaroo and then log in to your account.

Create a Survey by clicking the “Create New” button at the top right corner of your dashboard. You’ll see an empty canvas where you can add questions to your survey you can use our pre-made question types or build something completely custom! 

We recommend starting with some simple questions so that it’s easy for users to answer them quickly this will help keep their attention and increase participation rates.

Add your questions by clicking on “Add Question” at the bottom left side of each box (or just double-click inside one) and start typing away! 

You’ll see examples below each blank field which should help guide how much text goes into those fields (and we highly recommend not going over that!).

Set up when and how often people will receive it by changing its schedule under “Scheduling.” 

For most cases, this won’t be necessary since we’ll send out surveys automatically based on what answers people give us about themselves the first time around but feel free to change anything here as needed just make sure everything looks good before sending anything out 🙂

9. Ask The Perfect Questions To Gain Insight

Asking the right questions is one of the most important parts of Qualaroo. If you ask the wrong question, then you will get a useless answer. For example, if you asked “Do you like cats?” and they answered yes or no you wouldn’t gain any insight from that response.

However, if you asked “What are some reasons why cats are better than dogs?” then they would have to think and formulate an answer instead of just giving an automatic yes or no response. 

You can then use this information gained to improve your product based on user feedback!

Marketing research comes in various flavors, each with its own purpose and approach. Dive into the world of research methodologies with our exploration of different types of marketing research.

10. Select The Proper Sample Size From Your Target Audience

When selecting a sample size, it’s important to understand what factors can affect the accuracy of your results. 

For example, if you’re conducting quantitative research (data-based) using a survey or other online tool like Qualaroo, then you’ll want to make sure that your sample size is large enough for statistical significance.

For questions about how many people should be included in your study and when it’s appropriate to use different techniques, we recommend checking out this guide from Stanford University about sample sizes for surveys.

But what about qualitative research? If you’re running an interview or focus group with 1–5 people at a time and would like some guidelines on how much data will help answer any open-ended questions they might have.

Check out this article by Dr. Neil Mehta on determining an effective number of participants in qualitative studies.

11. Survey Personalizing Options On Qualaroo

You can also personalize your survey with the following options:

Personalization options for your survey: You can add an email address, username, or name of the person who is taking the survey. 

Then, you can use that information to send a notification email after they finish answering all of their questions the notification will contain their answers and some other information like how long they took to complete the survey and whether they have taken any similar surveys before.

Personalization options for your audience: If you have access to data about your audience (like age range), then it’s possible that you could personalize this information on qualaroo by asking them questions based on what group they fit into. 

For example, if someone is under 30 years old then perhaps those people would be more likely interested in certain types of content than someone who is over 30 years old. 

This way when someone completes a survey they’ll receive personalized recommendations based on what group they belong to rather than just seeing generic suggestions like “you might also like…”

12. Track Your Conversions Throughout The Buying Process On Qualaroo

Use exit-intent surveys to find out why people are leaving your website, and then use smart logic to send customized messages based on their answers. This will help prevent them from hitting the back button and increase conversion rates.

Use Nudge Targets to automatically send an email when someone visits a certain page or clicks on a particular link to promote future sales or signups with traps (which are just like nudge targets but for emails).

Use Net Promoter Score as a way of encouraging more positive word-of-mouth referrals for your brand by asking users how likely they would be to recommend it and using custom reports so you can monitor customer satisfaction over time.

13. Use Exit Intent Surveys On Qualaroo To Get Feedback Before Leaving The Site

If you have a website or app, you can use the Qualaroo exit-intent survey to get feedback before someone leaves your site. This allows you to get high-quality insights into how visitors feel about your site and how it could be improved.

The best part is that these surveys only take up one question (can’t get much easier than that). They’re also non-intrusive, so they can be injected into any page on the site without causing an interruption in the user’s experience. 

They will only appear if they’re relevant to the visitor so if they don’t want to answer right away, there’s no harm done!

Asking the right questions is the heart of effective market research. Discover the techniques to gather insightful responses about people’s daily experiences in our guide on asking about their everyday lives.

14. Use Smart Logic On Qualaroo To Optimize Your Surveys Flow

Smart Logic is a tool that allows you to create a flow of questions based on the answers to previous questions. 

You can use it to ask more “closed” questions, such as multiple choice or checkboxes, or give your visitors options for other things like location, product preferences, and more.

To illustrate this point let’s look at an example: Say you are running a survey about product preferences and want to ask your visitors if they would like to receive emails from you. 

If the answer is yes then Qualaroo will send out a series of follow-up surveys based on the type of product they are interested in (e.g., sports). 

If they respond that they do not wish to receive emails then Qualaroo will skip this particular step and move on to another question in the sequence.

Smart Logic makes it easy for marketers to optimize their survey flow by automatically asking related questions only when needed which helps them get more information from their survey than ever before!

15. Use Nudge Targets To Decide Where Nudges Will Appear On Your Website

You’ve already seen that you can place nudges in any area of your website. But what if you want to place them in a specific part of the page?

Nudge targets are exactly what they sound like: they guide you through the placement and design of your nudge. You can specify which elements on your site will house the nudge and specify how it will appear (i.e., modal window or pop-up). 

Nudges don’t have to be limited to web browsers either. You can also add them as part of an email campaign or mobile app!

16. Use Net Promoter Score To Assess Customer Satisfaction With Your Product Or Service

The Net Promoter Score is a customer loyalty metric that measures customer satisfaction by asking a single question. It’s simple, but it’s also useful. 

NPS is a useful tool for measuring customer loyalty and satisfaction because it helps you understand what customers think of your product or service and whether they’re likely to recommend it to others.

This survey question asks people how likely they are to recommend the product or service to their friends and family. 

Respondents are given a number scale from 0-10 where 0 means not at all likely and 10 means extremely likely. Then respondents answer two follow-up questions: How often do you purchase this product? And why?

17. Export, Analyze And Share Your Data From Qualaroo With Customized Reports!

Qualaroo offers you a detailed and insightful report with your survey results. You can easily export this report in Microsoft Excel and view the data by segmenting it according to different parameters, such as location or device type. You can also share the report with your team members by sending them a link to the Qualaroo dashboard via email.

Qualaroo provides you with several options for customizing reports depending on your requirement. 

You can choose whether or not to include demographic information such as age, gender, education level, etc., as well as select which question types (radio buttons, drop-down lists) should be included in the report. 

If need be, you can also change the order of answers provided by users when writing up their responses to specific questions – these are all things that will help make your final analysis easier!


We hope this gives you a solid understanding of how Qualaroo can help your marketing research. 

Whether you are starting a new business or looking to improve an existing one, Qualaroo is a great tool for collecting and analyzing data that can help you make informed decisions. 

With its unique features and ease of use, Qualaroo allows you to customize your surveys in a way that fits your needs. 

This will allow for more accurate and insightful results than other survey tools. As always, if you have any questions about the platform or any other topics related to digital marketing don’t hesitate to reach out!

Further Reading

Market Research Tools and Resources: Explore a comprehensive collection of market research tools and resources to enhance your research efforts.

Qualaroo: Dive into Qualaroo’s platform to gather valuable user insights through targeted surveys and feedback.

Configuring Qualaroo with Optimizely: Learn how to integrate and configure Qualaroo surveys within your Optimizely experiments.

And here’s the “FAQs” section with semantic-based questions and answers:


How can storytelling impact marketing research?

Storytelling in marketing research engages audiences emotionally, enhancing data comprehension and retention.

What steps are involved in becoming a market research analyst?

To become a market research analyst, pursue relevant education, develop analytical skills, and gain experience through internships or entry-level roles.

What are the key types of marketing research methodologies?

Marketing research encompasses qualitative and quantitative methodologies, including surveys, focus groups, interviews, and data analysis.

How do I effectively identify suitable candidates for a research panel?

Identify suitable panelists by defining clear criteria, leveraging demographic insights, and ensuring diversity in participant profiles.

What strategies can I use to craft insightful questions about everyday experiences?

Craft insightful questions by using open-ended prompts, avoiding leading language, and considering the context of participants’ lives.