What would you ask your print buyers ?

[QT Luong]

I am preparing a survey and was thinking about the following questions:

"Globally, how satisfied were you with the quality of the print ?
Composition.
Print color.
Print sharpness.
Order process and communication.
Shipping and packaging.
For which use did you purchase the print ?
How important for you was it that the print be signed by hand ?
how important for you was it that the print be numbered ?
Would you have prefered to be able to order the print matted or framed ? "

Anything else you would ask your customers ?

[Ben Chase]

I'm not sure what value you'd be getting out of asking about the composition. If I'm buying someone's print, I already think it's an outstanding photograph, otherwise I wouldn't be purchasing it. Maybe I'm not seeing what you're getting at with that question...

In addition to what you've included, you could ask about the quality of the printing material (canvas, Fuji Crystal Archive, etc). I've had some people purchase prints from me, and insist they were a specific paper type as opposed to what I normally use.

[Andrew O'Neill]

You pretty much covered it but I don't think I would ask them about print colour or sharpness. Personally I think it's interesting that photographers number their prints...that comes from printmaking. Printmaking plates (especially wood blocks), gradually break down as the number of prints pulled from them increases. It is best to get a print that was pulled early in the edition. Why do you number your prints?

[Ed Richards]

I would also skip the question about sharpness - like composition, that is integral to the photo, unless you are trying to find out if they were pleased with the print after seeing it on the WWW. In that case, I would go directly for the info: Did the WWW give you an accurate idea of what the print looked like?

[Rory_5244]

And, of course, I personally hate filling out surveys. :D

[Sheldon N]

I'd say stay far away from doing surveys.

It takes what for many people was an aesthetic decision - one based on their appreciation of the beauty in your photograph or of you as a photographer artist - and removes all the romance. No longer is their print about some emotion or beauty or expression - now it is a calculated contrived response to opinion surveys.

I know this doesn't reflect the reality of how you work, but it's how it would likely come across on a gut level for a fine art print buyer.

If you want to survey their overall business experience, ease of ordering from the web, or other thing related to their purchase process that would be fine. But don't conduct a survey on the art itself.

[Capocheny]

Hi QT,

About the only question I'd pose is one which asks whether they'd recommend your images to their friends or not.

If the answer is yes... they like your image and that's why they're buying your image.

If the answer is no... they probably wouldn't be buying your print in the first place.

Whichever route you decide to go... personally speaking, I'd definitely leave the question of composition, color, and quality out of the equation.

But, that's just my two cents worth. :)

Cheers

[robc]

instead of asking people who have already bought images and represent only a small fraction of site vistors, why not ask visitors to your site what they are looking for when they visit your site and which attributes of an image are the most important to them.

A popup screen for every nth visitor perhaps. This is something I have seen quite a lot in sites wishing to get user feedback on the site and what it offers.

[Jim Jones]

I would not inflict a survey on a customer. The most sincere feedback from the customer is the purchase of the photo. Much more useful feedback could be obtained from the many who didn't purchase anything. Surveying that critical group would really turn them off.

[N Dhananjay]

[QUOTE=Sheldon N;197652]I'd say stay far away from doing surveys.

It takes what for many people was an aesthetic decision - one based on their appreciation of the beauty in your photograph or of you as a photographer artist - and removes all the romance. No longer is their print about some emotion or beauty or expression - now it is a calculated contrived response to opinion surveys.


Just to add something to this notion. There is research done by Tim Wilson (among others) which would support such a notion - see, for e.g., http://www.nytimes.com/2005/12/29/opinion/29twilson.html?ex=1293512400&en=767fc7eb02d62614&ei=5088&partner=rssnyt&emc=rss. In a long research program, he finds that asking people to articulate reasons for a choice actually lessens eventual satisfaction. For example, students get to choose a poster for their room, but some of them are asked to consider the reasons for their choice. Surveying their satisfaction with their poster choice at a later point in time shows that those who contemplated reasons for their choice are actually less satisfied. Its probably to do with the fact that contemplating such things focuses you on very cognitive kinds of things, stuff that can be articulated, whereas the spontaneous reaction includes many affective/emotional reactions that are more difficult to articulate.

Cheers, DJ

[paulr]

"When you chose to purchase my print, you were under the influence of ...
_Prozac
_Zoloft
_Paxil
_Wellbutrin
_Peyote"

[Doug Dolde]

Seems like a bad idea to me.

One time after getting an oil change at Jiffy Lube, they called me at dinner time to ask how the service was. Idiots !

[reellis67]

I think that people number prints (speculation warning) so that they can stagger the sale price as an incentive for buyers to buy early, i.e. 1-5 $, 6-10 $$, 10-25 $$$ and then no more prints are made, at least in that size. This gives the buyer a lower investment price and the feeling that once that tier of prints is sold out, they have automagicaly increased the value of their investment.

- Randy

[Robert Oliver]

what's a print buyer? what do they look like? Does anyone have a picture of one?

[darr]

You might want to send a gift of appreciation (i.e., a self-produced screen saver) shortly after purchase and enclose a link for a short questionnaire about the purchasing experience. Questions like: how easy it was to navigate from the site, how they originally found you, would they recommend your site to another, etc.

[paulr]

what's a print buyer? what do they look like? Does anyone have a picture of one?

I'd like to know if they can be taken alive, and if so, is there some kind of humane trap you can use, or do you have to hit them over the head? And what do they eat? I'd like to use the right kind of bait.

[Charles Carstensen]

Personally, I would not reply to such a survey. It is apparant that the survey is self serving, what benefit would I get out of a response. Such a survey has a probability of generating a negative reaction. The customer appreciated your art - such that they parted with hard earned moohla. That should suffice. Now it is up to the printmaker to make the next one better.

[Jeffrey Sipress]

Print buyers? In what state?

People don't buy art any longer. In my last four shows, ONE was sold! The hundreds of accolades must mean that my work is good, so what's with people lately? And how can I forget the excitement from the morons who email me regularly because they just love an image of mine and gotta have it, only to space it or disappear after you've written them a few times to see if they're still alive. Boy, am I glad I still have a REAL career that pays well.

[paulr]

People don't buy art any longer. In my last four shows, ONE was sold!

That's an impressive study you conducted. But for some reason it contradicts a lot of others. It seem that more people are buying more photographs and at higher prices than ever. Check out recent auction results and market trends on artnet.com.

Saying that no one's buying art anymore reminds me of this guy saying the insurance industry's in a slump because of his personal results:
http://www.youtube.com/watch?v=ShgX1v42hPE

[Robert Oliver]

It seem that more people are buying more photographs and at higher prices than ever. Check out recent auction results and market trends on artnet.com.

Too bad most of those auction sales are for images made by photographers who have already departed.

[paulr]

Too bad most of those auction sales are for images made by photographers who have already departed.

That's always the case and always will be. The prices and volume of sales for contemporary artists is also on the rise. The art market as a whole may not be at the insane level of the 1980s, but I believe photography is at an all time high.

This is of course one segment of the market--fine art sold at commercial galleries and auctions. It may not reflect trends in other markets. I don't know if the decorative arts and art fair marktes have any way of tracking trends.

[roteague]

You might want to send a gift of appreciation (i.e., a self-produced screen saver) shortly after purchase and enclose a link for a short questionnaire about the purchasing experience. Questions like: how easy it was to navigate from the site, how they originally found you, would they recommend your site to another, etc.

I like the idea of a "gift of appreciation" - just a little extra to go the extra mile. I don't care much for the survey, since you can get most of these answers using Google Analytics.

[Jeffrey Sipress]

OK, OK, I'll kill myself. I can use the money.

[darr]

QT,

Here is a snapshot of a prepaid reply card I just received that I think is simple enough. The company included it inside the box with the Monty Python DVD set I recently purchased for my son as a gift. I will fill it out and return it since I am happy with my order and the service I received, plus it is not out of my way to do so. You could enclose a similar reply card when you ship your customer's orders. You might consider hand signing, "Thank you, Tuan" at the bottom and use postage stamps instead of a meter imprint for a more personalized appearance. From my experience in business (almost 30 years self-employed successfully), most customers like personalized service and they love to refer if you spark their emotions.


http://cameraartist.com/snapshots/mail_survey1.jpg

From what I see on your site, your photography reaches out not just to art buyers like a lot of the folks here are commenting from, but also many commercial businesses such as: publishers, travel related industries (i.e., transportation, chamber of commerce, real estate marketing), and other forms of advertising needs. Your orchid photography reminds me of what I do for local orchid nurseries here in the Homestead area. I was able to get my foot in the door of the local nursery network via a retired college professor (plant pathologist) that I met through our local Civil Air Patrol unit. You just never know who you are talking to sometimes.

IMO, there is a lot that could be marketed from your work and I think you are on the right path just by looking at what marketing tools you can utilize from your sales. If you have not already, get involved with your local business community since that can help jump start a marketing network for you. I'll say it again: You just never know who you are talking to sometimes.


Just my .02 worth.

[chris jordan]

QT, I'm curious why you would do a survey on these subjects? I think we all take the best pictures we know how to take, make the best quality prints possible, and ship them using the best-quality methods available, so getting feedback on those subjects wouldn't really change anything (e.g., if they didn't like your compositions, you wouldn't go out and try to make "better" compositions...). If people buy your work, that means you have passed the test. If buyers complain about damaged prints arriving in the mail, then you can reevaluate your shipping method. But why would you seek feedback from your buyers about your compositions, print sharpness, or shipping methods? I don't quite get it.

One thing I would like to ask buyers of my prints is "Of all the brilliant art being done out there, why did you purchase mine?" It would be a scary question to ask, but interesting to find out the answer, eh? I did ask somone that question once, but I haven't had the courage to ask anyone else since.

[paulr]

(e.g., if they didn't like your compositions, you wouldn't go out and try to make "better" compositions...)

You could ask them to sketch the improved composition that they'd like to see next time.

[robc]

what is the point of your survey. i.e. what exactly do you want the information to tell you and how do you think that information will aid you in selling your prints.

To put it another way, your question may be more productive is you ask: I am trying to compose a survey to find out x and y and z for the purpose of xxx. How would you go about it.

[Mark McCarvill]

First of all, you’re to be commended for trying to understand your customers. Too few small business owners do marketing research and in my opinion (as a marketing research consultant) they often need it the most.

I'm not sure about making art (composition, color, sharpness) based on marketing research, so I'd focus on the non-art stuff. Maybe ask what they liked and disliked about: a) ordering b) shipping and c) communication. Also consider asking them to describe their all time best (and worst) experiences buying art. These kinds of open-ended questions are a helpful (and often fun!) way to start a conversation with clients because they’re easy for them to answer. They can also yield significant insights and new ways of looking at your business relationship.

Hope that helps.

Mark

[QT Luong]

Why such a survey ? It's mostly curiosity on my part. Maybe not just on my part, since a few of those questions have been discussed here as well. Some of the answers won't have any impact on how I conduct business (although the idea of asking for improved compositions sounds positively brilliant), while some might. For instance, if I discover that nobody cares about limited editions, I would consider stopping editioning in the future.

"Composition" is definitively the wrong word to use. What I meant is that since all prints are purchased over the internet after viewing a 550 pixel image (not a very demanding test), the buyer could have a different impression of the actual print. "Sharpness": Only a small fraction of images sold are from LF. Others are from 35mm or digital. Image sizes vary from 8x12 to 30x45. Non-photographers have often sharpness criteria that differ from photographers (and especially LF photographers). True, we do our best, but the best is often a compromise between conflicting criteria. For instance, shipping. Would shipping in a flat metal crate be the best ? For protection certainly, but for cost efficiency maybe not. So far I use fairly light packaging. Of hundreds of prints shipped, I got no complaints about damage. Yet does it mean that customers are pleased with the packaging ? Maybe it looked uncomfortably light to them, and a sturdier box would have made a better impression ? When it comes to print sales, it's quite a bit about psychology.

It would be very nice indeed if the survey could be conducted with potential buyers rather than actual buyers. But there is no real way to identify them amongst other web surfers. Replies from people who are not serious about buying prints are not useful. Those people are more than 99% of web traffic. So far the only way I could think about identifying those serious about buying prints is that they actually bought some.

[robc]

Well given that you want to survey buyers only, then I would include with the sent print a note asking that you would apprciate some feedback on the service you have provided.

Ask generic questions such as:

Was the delivery timely?
Was the packaging in good condition when it arrived?
Do you think packaging needs to be improved on.
If yes then how?
Did the print meet with your expectations? 1.Above expectations, 2.Matched Expectations, 3.Below Expectations.
If 3.Below then please explain why?

Would supplying the print with a matt improve our service for you?
Would supplying the print with a frame improve our service for you?
What other suggestions do you have for improving the quality of our prints and/or service.

I don't think asking if the print is sharp enough is a good question because they may not have considered it and you are putting the thought into their head.
Asking the following two questions gets an answer without seeding the answer so you should get a more reliable answer.
Did the print meet with your expectations?
If not why not?

[Jim Jones]

. . . It would be very nice indeed if the survey could be conducted with potential buyers rather than actual buyers. But there is no real way to identify them amongst other web surfers. Replies from people who are not serious about buying prints are not useful. Those people are more than 99% of web traffic. So far the only way I could think about identifying those serious about buying prints is that they actually bought some.

Post a link to a survey on your website. Offer a modest discount to prospective buyers who return your survey. File the returns into buyer and non-buyer folders for analysis. The more intelligent or intriguing returns could form the basis for a mail list of future photos.

[David_Senesac]

I doubt you are going to get reasonable responses to some of those questions. The shipping/handling question is probably worthwhile. Those that really like what they received are most likely to respond. Those that bought a large print without ever it might be disappointed because the web images are so tiny. That is a major reason why most of us don't sell many images like that but rather after someone has already seen a print that we had exhibited. But if someone did spend a few hundred bucks buying a large print they never saw, I'd bet most would be too embarassed to complain. Instead they would swear to themselves never to buy another print like that from any artists that are not well known. I'm guessing this actually happens quite a bit because a lot of larger prints I see at art and craft shows and even in some galleries made from smaller formats really don't have near the sharp resolution I expect in larger prints. Of course many photographers have web galleries with images that neither identify the equipment used or image capture methods for specific images. ...David

[QT Luong]

But if someone did spend a few hundred bucks buying a large print they never saw, I'd bet most would be too embarassed to complain.
Instead they would swear to themselves never to buy another print like that from any artists that are not well known. I'm guessing this actually happens quite a bit because a lot of larger prints I see at art and craft shows and even in some galleries made from smaller formats really don't have near the sharp resolution I expect in larger prints.

I don't understand why that would be embarassing to them (rather than to me). I've had people return prints (I offer 100% money back warranty, which is only fair since they have not seen the print) for reasons like "Didn't match the color of the wall painting the way I thought it would" or "Expected a vertical print instead of horizontal (huh ?)". But out of hundreds of prints sold only one person complained about the fact that his prints were made from 35mm.

The fact that the artist is known doesn't prevent him from printing big (sometimes very big) from 35mm. You and I have some expectations, but the mistake is to think that the buying public have the same. For many, that's the emotional response to the image that matters the most. For instance, in the lobby of Calypso there used to be images by Franz Lanting printed at the maximum LJ size (48x72). My wife (although obviously married to a LF photographer :-)) didn't find them objectionable.

[David_Senesac]

I would be a bit afraid to offer a guaranteed return policy like that because one might end up eating some pricy prints that might not be later sellable simply because a customer wanted to see what it looked like. Apparently you haven't had that problem thus far so your policy is serving you well. Of course there are a number of reasons why ordinary folk are less likely to be critical than photographers but printing large begins to enter the realm of more sophisticated art buyers. Some of the 20x30 inch prints I've seen the last few years hanging at art fairs are pretty lame.

So your wife liked Lanting's pic of that chameleon haha! I have to admit some of those billboard sized prints of his from the small format would do well if hung in appropriate locations.

best of luck
...David

[Graeme Hird]

Hi QT,

I personally don't like the idea of the formalised survey, mainly because you have not defined why you are asking the questions. What are you hoping to achieve by surveying buyers? Rather than helping to cement your relationship, it serves to dissuade your customers from buying again ("Am I going to get an onerous questionnaire each time I buy a print from Mr Luong?")

I think you would be better served by personally contacting the buyers (by phone) after a week or so and speaking with them. You might ask the very same questions, but you will also be able to let the conversation drift into areas of research you had not expected. A follow-up phone call is also a great way of introducing customer loyalty because the print owner feels they "know the artist" after the call. That converts the survey into a marketing tool.

The return policy is an excellent idea, and I think I'll adopt it myself for online sales. People are always afraid of purchasing online because they have not seen the print in person until it arrives: your solution removes that obstacle to making the purchase.

Cheers,
Graeme