A good survey starts well before you open any software. This guide covers the whole process, with advice specific to running surveys in Ghana, and uses Mailpro’s survey builder for the practical steps.
1. Define one clear objective
“Understand our customers” is too broad. “Find out why customers in the Ashanti Region order less often than those in Greater Accra” is a question a survey can answer. Everything you ask should serve that objective.
2. Choose who to ask
Select a segment from your contact list, such as recent buyers, parents of a particular year group, or members of a farmer cooperative. Only survey people you have a relationship with; cold-contacting numbers from a purchased list conflicts with Ghana’s consent rules under the Electronic Transactions Act, 2008 (Act 772).
3. Write the questions
- Use simple, direct English; consider whether some respondents would prefer a version in Twi or another local language.
- Prefer multiple choice and rating scales; they are quick on a phone.
- Keep open-ended questions to one or two.
- Avoid leading questions such as “How much did you enjoy our excellent service?”.
- If you ask about spending, give ranges in GH₵ rather than asking for exact figures.
4. Build the survey in Mailpro
- Create a new survey and add your questions.
- Apply branching so respondents skip irrelevant sections.
- Add your logo and a short introduction explaining the purpose and how long it takes.
- Decide whether responses are anonymous. If you collect names or phone numbers, say how you will use them, as Ghana’s Data Protection Act, 2012 (Act 843) requires transparency.
- Preview on a phone and complete it yourself at least once.
5. Share it
Email your segment with a clear subject line, send an SMS with the link to those who have opted in to texts, or post it in a customer WhatsApp group. For events such as a graduation or conference, a QR code on the programme works well. Send one reminder a few days later; our FAQ on improving survey participation has more tips.
Should you offer an incentive?
A modest reward, such as airtime, a discount code or entry into a prize draw, can raise response rates. Keep it proportionate so people answer honestly rather than just for the prize, and explain the draw rules clearly.
6. Analyse the answers
Watch results arrive in real time, filter by answer, and export data for deeper analysis. Look for differences between regions, customer types or age groups. Mailpro’s survey statistics display charts per question.
Watch for bias in your sample
An email survey reaches people who use email; an SMS link reaches a broader group. If your results will inform decisions about customers outside the big cities, or older customers, make sure they had a realistic way to respond, or note the gap when you report the findings.
7. Close the loop
Tell respondents what you learned and what you will change. A short email such as “You asked for weekend delivery in Kumasi, and from next month we will offer it” builds trust and improves response rates next time. For more survey uses, see online surveys in Ghana, and to follow up with respondents who opted in, consider automated emails.