A single pebble may seem insignificant, but when dropped into a pond, it sends ripples across the water’s surface. In the realm of economic development, each response to a community survey is that pebble. Each voice sets in motion a wave of change that can reach every corner of the community.
Breaking the surface
Surveys are a powerful way to turn community concerns into conversations. They are affordable, easy to create, simple to promote organically, and most importantly, they show people that their input is valued. With a flexible approach, you can use survey data to make compelling cases for needs in your community. Surveys can help prove demand or spotlight challenges your organization can address.
Data means everything sometimes. That is why it is essential to ask the right questions. Since most surveys remain open for four weeks at most, it is important to make sure all respondents interpret the questions consistently. This starts with outlining your goals and objectives. What do you want to learn from respondents? What is something you want to ensure is working or not working? What are the needs and desires of your community? These questions will guide how you approach question development.
It may be easy to come up with 25 questions, but keep in mind the participants’ time and questions that bring value. You may also want to incorporate different types of question design, such as star ratings, rankings, and open-ended questions. A mix of question types can produce more diverse and useful data. If you want to see how initiatives compare to each other, use a ranking system. If you want to measure how a person feels, use Likert scales. Each design serves a specific purpose and helps you gather the information you need.
Watching the ripples: engaging with the data
There is no need to choose between qualitative and quantitative data. Both help provide a fuller picture. Yes, quantitative data is easy to interpret and visualize, especially with tools like SurveyMonkey and Google Forms that automatically generate graphs for you. But qualitative data is just as important for uncovering nuance and telling a more holistic story.
It is exciting to watch trends emerge as responses come in. Yet, data only matters if you use it effectively. By transforming data into actionable outcomes, interpreting it without bias, and developing innovative strategies based on it, you can drive meaningful improvements within your organization.
Pebbles that may disrupt the pond
Even the best-planned and most intentional surveys can run into challenges that disrupt honest and useful feedback. Small missteps in design or data collection can reduce participation, skew results, or weaken trust. To ensure your survey produces clear and actionable insights, it is important to be aware of and avoid these common mistakes.
- Asking for too much personal data too early.
Carefully consider whether to collect personal data. Asking for it may reduce response rates and honesty, but not asking can limit the depth of your insights. One approach is to place these questions at the end of the survey to avoid survey fatigue and encourage completion. Keep in mind that screening questions and demographic questions are different. Screening questions help you focus on the voices that matter most. Demographic questions help you understand who is responding and why.
- Confusing screening questions with demographic questions.
Screening questions help you target your key audience, while demographic questions help you understand who’s responding. Mixing them up can result in irrelevant or misleading data. Think about which demographic questions truly add value. Avoid collecting unnecessary personal information, depending on your topic. At the same time, guard against bots by balancing anonymity and data needs. For example, if your survey is about measuring service usage, asking for a name or email may not be as helpful as asking about their location or method of access.
- Offering no incentive or unclear motivation to participate.
Incentives like prize drawings or gift cards can increase response rates. If your organization cannot offer direct compensation due to ethical guidelines, you may want to consider alternative options, such as public recognition, sharing results with respondents, or highlighting the broader community impact of civic participation.
When the ripples settle
After collecting community feedback, the real work begins. This phase focuses on transparency, reflection, and demonstrating how the results are utilized to inform future decisions and long-term initiatives. You might also consider conducting follow-up focus groups based on survey findings to clarify results, explore new themes, and ensure your next steps reflect community perspectives.
By openly sharing results and demonstrating how you are acting on them, economic development organizations can build trust, advocate for resources, and cultivate a sense of shared ownership in local development.
