# Design and Execution
## **Match your theme to your website. Pulse can do this for you!** Pulse will customize colors, fonts, and backgrounds via JSON “themes” so the formatting matches the brand. Pulse thinks ahead to include those things you may not consider, like accessibility and dynamic screen sizes. ## Capture open-ended feedback to get a good first read. In version one, capture the customers’ words. You can then use these categories as answers for further questions. {% hint style="success" %} What would you change about this page? (Open-ended question) \_\_\_\_\_\_\_\_\_\_ **Run survey top question for 2 months. Then, use the results to create the following:** What would you change about this page? * Add a search bar * Add pricing information * Provide visual instructions for set up * Remove ads {% endhint %} {% hint style="danger" %} What would you change about this page? (Open-ended question) \_\_\_\_\_\_\_\_\_\_ **Run survey for 6 months or longer with little to no change.** {% endhint %} ## ‍**Use “Other” or “Something Else” options to validate that your options are mostly correct.** Many Pharmaceutical companies cannot use open-ended questions. In this case, we recommend an “other” option to capture the percentage of answers that are missed by current answer choices. We also recommend that Pharmaceutical companies add “Patient or Caregiver” as an audience segmentation choice because often time patients are visiting HCP sites. If so, this information can help you make important media purchase decisions. {% hint style="success" %} How would you describe yourself? * Primary Care Physician * Endocrinologist * Anesthesiologist * Pain management specialist * Psychiatrist * **Patient or Caregiver** * **Other** {% endhint %} {% hint style="danger" %} How would you describe yourself? * Primary Care Physician * Endocrinologist * Anesthesiologist * Pain management specialist * Psychiatrist {% endhint %} ## ‍**If you have analytics to connect to, you don’t need to ask about observable traits or behaviors.** Use the Pulse integration to Analytics (ex: Google Analytics) & use your analytics to track observable traits & behaviors. {% hint style="info" %} Observable Traits: * Age * Gender * How often do they visit the site? * What do they use the Internet for? * What did they do on the site? {% endhint %} ## **If you need to segment data but don’t use analytics, include those questions in the same survey** If you track segmentation data through an analytics platform and use this platform, Pulse can integrate with this platform. We recommend this approach because there is always a drop-off between questions. **However, if analytics are not easily accessible to your team, simply ask the segmentation question first.** {% hint style="success" %} How would you describe yourself? Prospective customer | Past customer | Current customer\ :arrow\_heading\_down:\ Are you likely to purchase the item today? Yes | No {% endhint %} {% hint style="danger" %} Are you likely to purchase the item today? Yes | No {% endhint %} ## ‍**When to deploy evergreen surveys vs. episodic surveys** ### **Episodic Use Cases** * Use an open-ended question to inform a v2 multiple-choice question * Ask before and after questions about specific content ### **Evergreen Use Cases** * Compare the same questions across a number of pages on your site. * Compare answers pre & post-website change. * To build long-standing data over time.