The FMCG sector is beset with competition. However, there are new age methods to understand if your products are at par with the competition. This can be done via qualitative surveys. It gives an overview on how a customer processes and integrates certain products in their life. In this blog, we will discuss how audio surveys can be integrated into digital diaries for a better understanding of your user base. 

What is a Digital Diary in Surveys?

Digital diary is a kind of qualitative survey where users share personal experiences of using a product via audio or video responses. Customers can share their responses at certain intervals during the product usage stage. For example, consumers using a skincare product can report the results of the product on day 1 and day 7 of its usage. 

How will audio surveys be useful in a digital diary?

• Audio surveys are in-moment in features. Consumers can record their responses immediately after product usage without the need to capture a video response. 
• Typing can be time consuming. Sharing an audio response is efficient and can capture most of the expressions and preferences in a single response. Audio responses are free of barriers (word limit) allowing people to respond openly. 
• Audio responses can enable AI analysis tools to conduct a thorough sentiment analysis. It can detect the tone and segment it into positive, neutral, or negative feedback. 
• Digital diaries routed via WhatsApp and Facebook messenger can offer more compatibility and a better access to audio responses. The USA currently has 100 million users of WhatsApp. There is a bigger potential for CX professionals to collect data via messenger mediums for a high response rate.

The Use of Audio Responses in Digital Diaries in the FMCG Sector

The fast moving consumer goods have a high turnover rate. The top sectors in the FMCG industry witnessed a 27% return on invested capital (ROIC) in the year 2023. To identify your brand’s competitive stance in this dynamic market, take advantage of the beneficial features of audio surveys in a digital diary. 

1. Get in-the-moment responses with a digital diary:

Think of it this way. A consumer can use a hair care product and share their audio responses in the digital diary campaign. They can talk about their initial experiences with the product. Overtime, the product will either benefit the user or be a wrong choice for the consumer. During this entire tenure of usage, the consumer can continue sharing their experiences via audio responses and record their results with the product.

2. Collect regular and superfast insights with Merren:  

In the dynamic FMCG sector, marketing professionals need to collect regular data to assess marketing campaigns and product development related feedback. Audio survey responses can make this process easier for CX marketers. They can assess regular data from users and gain insights on marketing performance, and feedback on the quality of the product. Merren offers audio surveys response options within their survey templates.  

3. Get emotional metrics with audio survey responses:

Just like the dynamic FMCG industry, people are swift to change brand loyalty if their requirements are not fulfilled. Audio surveys give users a chance to express their emotions without limitations of word counts and quantitative analysis. A Net Promoter Score or a Customer Satisfaction Score can always detect brand advocates. However, with audio surveys, marketers can gauge sentiments ranging from positive, neutral or negative. 

4. Video and audio surveys can assist with product development:

A digital diary can capture real time experiences of customers across time zones and geographies. CX professionals can segregate this data and assess customer behaviours, preferences and identify gaps in their products. For instance, a sunscreen product that works well for consumers in the US may not be as effective for those in India. By examining visual and audio feedback, brands can identify differences in skin types and adjust their products to better meet the needs of different populations.

5. Audio surveys are a good option for people who are camera shy:

Not every customer is comfortable providing video responses, especially on short notice. Audio responses offer a practical alternative for those who prefer not to appear on camera. Additionally, voice note features are readily accessible through various messenger applications and chatbots. This is easier for users to provide feedback in a format they are comfortable with.  

6. Personal nature of audio surveys can encourage higher engagement rate:

When people share their voice responses, it is more personalized in nature. It can make people understand that the brands care about the end consumer. This can build a positive brand-customer relationship and give marketers a better insight on their consumer base. People will be willing to participate in customer feedback surveys on a regular basis. A novelty in customer feedback surveys can encourage higher engagement rates among respondents.

7. Audio responses are good option for anonymous users:

Some people do not feel the need to talk about their experiences. This includes products in the category of medicinal items, sexual wellness or nicotine based items. Audio surveys can assure anonymity and privacy of respondents and collect crucial user data at the same time. Ensure a medium of privacy before collecting customer data. Merren adheres to this privacy and collects data that can be mapped over the course of product consumption  

Conclusion

The fast moving consumer goods industry thrives in a competitive environment. People are constantly in search of items that can suit their needs without the hassle of logistics and without compromising on price or quality. Audio responses can bring superfast insights that are much more expressive and faster than text based responses. It can enhance the way you visualise customer data. Additionally, audio surveys can be seamlessly collected via multiple channels- chatbots, WhatsApp forms and Facebook messenger surveys. To find out how you can start your first audio survey campaign, sign up for a 14 day free trial with Merren. Collect weekly reports on the CX dashboard in real time and segregate it as per filters set by you. Merren’s plug-and-play interface makes it easier for every CX professional to use its new-age features.