Conducting surveys and publishing "State of" or trends reports can work remarkably well. Answering your audience's most pressing questions helps them know, like and trust your brand.

And, in the age of AI, it's even more important because you're publishing something new and meaningful.

But, original research only works well if you ask the right survey questions.

I can't tell you how many marketers I've talked to who told me a similar story: "We spent all of this time developing a survey and getting responses, but we didn't learn anything interesting."

Others ask me how to fix a research project after they realized they made mistakes with how they asked survey questions. (Spoiler alert: you can't fix a survey after it's been fielded.)

It's so easy to make unintentional mistakes when drafting survey questions. And the issue is that you often don't see the issues until after you have fielded the survey when it's too late.

If you are conducting research in-house and have a limited budget, the best thing you can do is get help with your survey questions so you launch with confidence. 

How this works

Step 1: You get access to the course, Build a Better Survey. (The 90-minute course is optional, but it will set you up for success and give show you how to write better survey questions.)

Step 2: Send your survey to Michele. (You'll get instructions once you sign up.) You will receive comments directly in your survey with additional feedback in a short Loom video within two business days.

Step 3: Update your survey based on feedback and re-share with Michele. You'll get a second round of feedback in your survey doc.

Step 4: Schedule a complimentary, 60-minute call to get feedback on your survey and/or get help with any aspect of your research project

Meet your coach, Michele Linn

I'm the founder of Mantis Research, a consultancy that helps marketers conduct and survey-based original research.

Not only do I work with clients 1:1, but I also teach marketers how to conduct and publish survey-based research. I'm the instructor of the MarketingProfs course, "Using Research for Content Marketing and Thought Leadership" and regularly speaks at marketing conferences.

Before starting Mantis, I was head of editorial at Content Marketing Institute, where I led the company's strategic editorial direction, helped build their email list to 200,000 subscribers and wrote hundreds of articles. One of my favorite projects (and the inspiration for Mantis) was working with the research team on their annual, leading content marketing research. I'm regularly cited as a content marketing influencer and was named one of Folio's Top Women in Media (Corporate Visionary).

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