Ad Hoc vs Targeted Surveys: Understanding the Differences and When to Use Each

Surveys serve as invaluable tools for gathering insights across various domains. From gauging customer experience to tracking market trends and assessing employee satisfaction. However, there's an art to maximising the effectiveness of your data collection efforts. For starters, it's crucial to select the appropriate survey type for your specific needs.

One distinction that researchers should be aware of is the difference between ad hoc and targeted surveys. Understanding these two survey types can significantly impact the quality of data collected. And, by extension, the decisions made based on that information.

In this article, we'll explore the unique characteristics of ad hoc and targeted surveys. We'll look at their respective advantages and limitations and provide guidance on when to use each type. By the end, you'll be equipped with the knowledge to choose the most suitable survey approach for your research or business objectives.

Typical use cases

Ad hoc surveys are great for those "I need to know now!" moments. Imagine you've just held a big event and want to know what people thought about it. An ad hoc survey would be perfect for this.

For instance, imagine a retail company introducing a new customer service initiative. An ad hoc survey could be used to quickly assess customer reactions and gather initial feedback, allowing for rapid adjustments if necessary.

Advantages of ad hoc surveys

Ad hoc surveys have some great benefits:

• Quick setup: You can create and send them out in no time
• Real-time responses: Get answers while the topic is still fresh in people's minds
• Adaptability: They're great for unexpected situations or sudden changes

Limitations of ad hoc surveys

However, they're not perfect for every situation. Here are some possible drawbacks you might experience:

• Possible data inconsistency: Because they're quick, you might miss important details
• Limited reach: You might not get responses from everyone you want to hear from
• Less comprehensive data: They often don't dig deep into complex issues

Typical use cases

Targeted surveys are ideal for big, important questions. For example, you might use one to find out how happy your customers are overall or to understand what your employees think about working for your company.

For example, a software company might use a targeted survey to conduct an annual customer satisfaction study. This survey would be designed to collect detailed feedback on various aspects of their products and services, helping to inform long-term product development and customer service strategies.

Advantages of targeted surveys

Targeted surveys have some significant plus points:

• In-depth insights: They help you understand complex issues better
• Higher data reliability: The information you get is usually more trustworthy
• Specific focus: You can ask detailed questions about particular topics or issues

Limitations of targeted surveys

The downsides include but are not limited to:

• Longer planning times: These surveys, by nature, take more time to set up and run
• Potentially higher costs: They might require more money and resources
• Need for special tools: You might need expert help or special software to do them properly

Ad hoc vs targeted surveys: Key differences

Now that we know about both types, let's look at how they're different. Understanding these differences will help you choose the right one for your needs.

Purpose and goals

Ad hoc surveys are designed to address immediate, situational needs. They excel at providing quick insights into specific issues or gathering rapid feedback on recent changes or events. In contrast, targeted surveys aim to collect strategic, long-term insights. They are ideal for in-depth analysis of complex topics and for tracking trends over time.

Audience

The audience selection for ad hoc surveys often involves a broad or random sample, allowing for quick data collection from a wide range of respondents. Targeted surveys, however, focus on specific groups with predefined characteristics. This targeted approach enables researchers to gather detailed information from precisely defined populations.

Timing and frequency

You can do ad hoc surveys whenever you need them, like asking people what they think as they leave your shop. Targeted surveys usually happen at set times, like sending your customers a NPS survey every six months.

Data quality and analysis

While ad hoc surveys provide quick results, the data quality can be variable due to the speed of implementation. Targeted surveys generally yield higher reliability and more actionable insights due to their carefully planned nature and focus on specific audiences. The depth of analysis possible with targeted surveys often surpasses that of ad hoc surveys.

Resources required

Ad hoc surveys are usually quick and cheap to deploy. Targeted surveys often need more time, money, and effort, but they can give you more valuable information in return.

When to use ad hoc surveys

Certain situations are particularly well-suited for ad hoc surveys. Understanding these scenarios can help you leverage this survey type effectively.

Situational analysis

Use ad hoc surveys when:

• You've just launched a new product and want quick feedback
• You need to know what employees think about a recent change
• You want to gather opinions during an event

These situations work well with ad hoc surveys because you need quick answers while things are happening.

Short-term decision-making

Ad hoc surveys play a crucial role in situations requiring immediate insights for short-term decisions. They provide a quick pulse on current opinions or preferences, enabling agile decision-making.

Limitations to consider

Remember, though, that ad hoc surveys have their limits. They might not give you the whole picture, and people's quick responses might not always be well thought out.

When to use targeted surveys

Targeted surveys are the preferred choice in scenarios requiring comprehensive, in-depth data collection and analysis.

Situational analysis

Use targeted surveys when:

• You're doing big market research to understand your customers better
• You want to track customer satisfaction over time
• You need to understand complex issues, like why employees are leaving your company

These situations need more detailed information, which targeted surveys are great at providing.

Strategic planning and insight gathering

Targeted surveys are ideal when you're making big, long-term plans. They give you lots of detailed information that can help you make important decisions about the future of your business.

Limitations to consider

The main limitation here is that targeted surveys take more time and effort. The extended planning and implementation periods mean they're less suitable for addressing immediate concerns or rapidly changing situations.

Combining ad hoc and targeted surveys for optimal insights

In many cases, the most effective approach involves combining ad hoc and targeted surveys. This hybrid strategy allows organisations to benefit from both the immediacy of ad hoc surveys and the depth of targeted surveys.

Hybrid approach

Using both ad hoc and targeted surveys can give you a full picture of what's going on. It's like using a magnifying glass (ad hoc) to look at specific details and then stepping back to see the whole painting (targeted).

For example, you could use an ad hoc survey to quickly check what people think about your new pizza topping. Then, you could follow up with a targeted survey to understand more about people's pizza preferences in general.

Balancing flexibility with structure

By using both types, you can respond quickly to changes (with ad hoc surveys) while also building a deeper understanding of your customers over time (with targeted surveys).

Practical tips

Here are some tips for using both types of surveys effectively:

• Use ad hoc surveys to spot trends, then explore them more with targeted surveys
• Plan your targeted surveys in advance but be ready to use ad hoc surveys when unexpected things happen
• Use survey software like SmartSurvey to easily create and manage both types of surveys
• Always think about what information you need and when you need it
• Don't forget to act on the results you get from both types of surveys

Wrapping up

Understanding ad hoc and targeted surveys can make a big difference in data collection and decision-making. Ad hoc surveys offer speed and flexibility. Targeted surveys provide depth and reliability.

As you embark on your next research project, consider how both ad hoc and targeted surveys might contribute to your goals.

For seamless creation and distribution of both ad hoc and targeted surveys, consider using a comprehensive survey platform like SmartSurvey. Our survey tools are designed to support all your surveying needs, from quick pulse checks to in-depth market research.

Key takeaways

Ad hoc surveys offer flexibility and quick insights: Ad hoc surveys are designed to capture immediate feedback on specific, time-sensitive topics. Their flexible and informal structure allows them to be rapidly deployed, making them ideal for gathering real-time data in response to sudden changes or emerging issues.

Targeted surveys provide in-depth, strategic insights: Unlike ad hoc surveys, targeted surveys are carefully planned and focused on long-term goals. They are used to collect detailed information from specific groups, often over extended periods, which provides more reliable data for comprehensive analysis and decision-making.

Timing and frequency differentiate ad hoc from targeted surveys: Ad hoc surveys are conducted as needed, often in response to immediate questions or events. In contrast, targeted surveys are typically scheduled and occur at regular intervals, such as annual customer satisfaction studies, allowing for consistent data collection over time.

Data quality and analysis depend on the survey type: While ad hoc surveys provide quick results, the data quality can be inconsistent due to the speed of execution. Targeted surveys, with their structured approach, usually yield higher-quality data that enables deeper analysis and more actionable insights.

Resource requirements vary between ad hoc and targeted surveys: Ad hoc surveys are generally quicker and more affordable to deploy, making them suitable for short-term needs. However, targeted surveys require more time, resources, and possibly specialised tools, but they offer more valuable and detailed information in return.

Ad hoc surveys support short-term decision-making: Ad hoc surveys are particularly effective for gathering quick insights to inform immediate decisions, such as gauging employee reactions to a new policy. However, their limitations include a narrower scope and potential for incomplete data, which may affect long-term strategies.

Combining ad hoc and targeted surveys yields optimal results: A hybrid approach that uses both ad hoc and targeted surveys allows businesses to balance immediate responses with detailed, strategic insights. Ad hoc surveys provide quick snapshots of emerging trends, which can then be explored further through more in-depth targeted surveys.