Category Archives: customer research

This series consists of resources, tips and strategies to help readers measure customer preferences and perceived value including, product, brand or experience.

Ways to Use Data Segmentation in the Survey Process

Posted on May 9, 2012 by Ivana Taylor | Leave a comment

Data segmentation is one of the most useful tools when creating online surveys. The process helps your business identify opportunities for growth, target communication toward specific audiences, and reduce costs from having multiple survey campaigns. QuestionPro has different types of data segmentation grouping options available, including Custom Variable Based and Time Based. Lets look at data segmentation and what it can do for your survey research.

Segmentation lets you sort responses based on parameters such as question responses, custom variables or time frames. You can access the data segmentation tool within QuestionPro by clicking through Surveys – Reports – Advanced – Analysis – Grouping/Segmentation. A maximum of ten segments at a time are allowed.

Once the segmentation is set up, you can add filters to the data segments to allow for analyzing multiple pieces of data. For example, you create one group where the selection criteria chooses “male,” and the second group where the selection criteria selects “female.” A benefit of QuestionPro’s system is that you do not need to create the segments before the survey commences. In fact, the segments may be created anytime during the data collection because it is independent of the process.

Custom Variable Based Grouping

QuestionPro allows you to create custom variable segmentation based on the following groups: email list code, external reference variable, and custom variables. An email list code is exactly that – the email list you use to end out the email survey. It is easy to aggregate custom variables simply by separating the data values with commas.

Time Based Grouping

A useful way to segment data is through time-based filters, which allows you to analyze your data based on a particular time frame (e.g. when the survey was completed). Time based grouping can be set up at any point during the data collection process. Simply go to Surveys – Reports – Advanced Analysis – Grouping/Segmentation. Clicking on the “new data segment” button lets you name the groups and select the data segment. A helpful feature of QuestionPro’s time based grouping is you can account for different time zones.

Data segmentation can be one of the most helpful tools for analyzing your survey data and getting the most out of the process. The more you can break down the data into categories and understand the responses, the better your information will be and you will be prepared to tackle your businesses’ challenged armed with the most comprehensive information.

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Posted in Best Practice, customer research, QuestionPro, Research Tools and Apps

Tagged data segmentation

How to Integrate External Variables Into Your Survey

Posted on May 7, 2012 by Ivana Taylor | Leave a comment

External variables are useful tools that will make your survey even more powerful. Specifically, the variables are additional information about your customers or survey respondents that is then integrated within the survey. This can result in even more accurate responses.

QuestionPro makes it easy to include external (or custom, as it is also known) variables into your survey creation. Lets take a look at custom variables and how they are best used.

External variables may be used in the Questions / Answer Options on the survey as well as within the email invitation to take the survey. Within the QuestionPro system, the external variables are stored with the Respondents Response. You can upload the information from an Excel spreadsheet or CSV file with up to 255 custom variables with up to 128 characters each.

How to Insert External Variables

When you use the QuestionPro Email Management tool, you can upload the variables with each person’s email address. If you are not using our email management program, you can still use external variables. You will simply correspond the information via the survey URL.

How External Variables Used for Analysis

You can conduct survey analysis with external variables using the Grouping option. For example if you have uploaded the department as an external variable. Once that is done, you can set up groups for each department and run analysis for the various departments. The advantage of this is the ability to hone the results and test specific categories for data patterns.

How External Variables Work with Dynamic Replacement

QuestionPro’s Dynamic Replacement option allows you to replace random text with dynamic data. How does this relate to external variables? The variables/data stored in the External Variables can be used for the dynamic replacement and pre-population.

Limitations of External Variables

Like many components of survey research, there are some limitations to external variables. First, each variable can only store up to 64 characters. Second, multi-lingual characters may not be saved in external variable fields. Therefore it’s probably best to stick with English characters. Third, only alphanumeric characters work as variable fields. As such, the pound or hash symbol (#) cannot be used. We also recommend you not use commas and quotation marks as variables.

External variables are another tool that can be used to better segment your data and give you meaningful online survey results. QuestionPro’s survey software allows you to easily insert these variables into the survey as well as your email template. Yet another tool to ensure you get the most out of your online survey process.

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Posted in Best Practice, customer research, QuestionPro, Research Tools and Apps

Tagged external variables

How Mobile Surveys Can Help You Get Reponses

Posted on April 30, 2012 by Ivana Taylor | Leave a comment

Survey research is not what it used to be. And chances are, it will continue to evolve with the popularity of smart phones, iPads and the like. In fact, 46% of Americans are using smart phones. So why not use this technology to help enhance your survey response rates and data gathering techniques?

QuestionPro has debuted a new online survey tool to help you conduct surveys using smart phones and iPads, and even when there is no connection to the Internet. SurveyPocket is a mobile survey application that allows for the gathering of survey data in the field by using a smart phone or iPad as the data-gathering equipment piece. The application is an innovative tool that helps you collect and store data – with or without a wireless connection.

What is the best application for SurveyPocket?

On-site Surveys – Using mobile devices, you can send out a team of interviewers to an event where you gather the survey responses live. Examples of these include prospect information gathering at trade shows, customer satisfaction surveys at movies or entertainment venues, and political exit polls.

Training and Evaluations – Use SurveyPocket to collect feedback after a training session or workshop. Gathering the data at the heel of the session will ensure the most accurate responses.

Personal Mall Intercept Survey – Mall intercept surveys are used to reach a large segment of the population. Given that approximately 2/3 of U.S. households shop at a mall during any given two-week period, using SurveyPocket for mall intercept surveys is a great way to gather information from the masses.

SurveyPocket Features

There are several features that make SurveyPocket a great mobile survey tool, including …

Has the ability to collect GPS data of where the survey was administered.
Has the ability to collect the unique smart phone UID if used on smart phones.
Has the ability to collect response information until the smart phone or iPad is connected to the Internet, at which point it will then upload the data.
It has a simple UI so training is kept to a minimum.
The ability to cope with any language required.
The ability to work on iPhones, Android, and iPads.

Another great feature of SurveyPocket is it works exclusively with the SurveyAnalytics survey platform.

Do not limit yourself to the old ways of collecting survey data. If you are collecting data in the field, consider QuestionPro’s SurveyPocket as a way of gathering accurate data quickly and effectively, without the hassle of being wired in.

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Posted in customer research

Using Trend Analysis to Track Your Customer Satisfaction Progress

Posted on April 4, 2012 by Ivana Taylor | Leave a comment

Customer satisfaction is the most common use for online surveys. But analyzing your results to see what kind of progress you’ve made can get rather hairy and cumbersome.

If that sounds like YOU, then you’re going to love the trend analysis feature inside of QuestionPro.

How to get started

Don’t let the technical sounding phrase “trend analysis” freak you out. All you have to do it create a single survey with a standard set of questions. You’ll want to make sure that your survey is rather short with no more than five questions.

Here are a few ideas for questions you might consider:

What transaction did you just complete? (use a multiple choice question with just a single choice and list all the transactions that your customers could have completed at the time of the survey)
How would you rate the overall quality of your transaction?
Based on the transaction that you’ve just completed, how likely are you to recommend our (company/product/service) to a friend or family member?
What is the one thing we can do to improve your experience with us? (You can use a text box here or make a list of items that you’d like your customers to choose as either a single choice or multiple choice question)

Once you’ve created this standard survey — you can run this survey over and over again and use the trend analysis feature to track your Net Promoter Score or overall satisfaction score.

Here’s how to set up trend analysis for a survey such as this:

I’ve used the trend analysis feature on weekly customer satisfaction surveys and have found it to be insanely easy and useful for regular reporting to staff.

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Customer Satisfaction Measurement Options to Consider

Posted on April 2, 2012 by Ivana Taylor | 2 Comments

Whenever you hear the words customer satisfaction survey – you’re probably thinking about online surveys, or surveys you fill out on a card and hand into a retail establishment. But those aren’t your only options.

The biggest mistake small businesses make when it comes to customer satisfaction

A lot of businesses run customer satisfaction surveys as a sort of scorecard or report card. But that’s really not the point. The reason for doing customer satisfaction surveys is to find out what’s important to your customers and then see how you can deliver on that.

What should you measure in terms of satisfaction?

While it’s easy to think of customer satisfaction in terms of a grade or scorecard – it won’t help you get and keep more customers.

There are three primary elements of customer satisfaction that are important in helping you structure your business in a way that attracts new customers and delivers the most value to the customers you already have:

What’s important to them when they are choosing or thinking about buying your type of product or service.
How satisfied they are with their experience of your organization (your performance)
How loyal they are or how likely they are to refer your product or service to friends, colleagues or family.

Granted, this sounds like a report card – and you can look at it that way — OR — you can choose to look at this as a foundation survey that you do to target exactly those areas where you have the most opportunity to set yourself apart from other alternatives that they consider.

Run this foundation survey at least once per year – preferably twice per year. Treat the results as an index. In fact, the third measure “loyalty” is actually the Net Promoter Score element of the survey and serves as an excellent metric to track.

Use the insights you get from the bi-annual surveys to inspire OTHER ways of gathering feedback using a variety of other tools. Here are some examples:

Say that your bi-annual survey uncovers that your customers often choose another alternative because the lines at your location are too long or it takes too long to check out of your retail location.

Given this feedback, you can now set up a “feedback” opportunity at each checkout counter in the form of a sign that asks the question — did you wait too long? Next to the “YES” response, use a thumbs down graphic with a QR code and next to the “NO” response use a thumbs-up graphic with a QR code.

In this case we used SurveySwipe, a mobile survey app that integrates seamlessly with either QuestionPro or SurveyAnalytics surveys. When your customers download the app, they can then provide you feedback via QR codes places all over the store.

If your product or service is online based, you can place a button on your site that leads people to a survey where they can leave feedback. When you think about people landing on your site, you can imagine that something might come up for them where they will want or need to tell you what is missing for them on your site or what would work better. When you give them the option for feedback on every page on your site- you can actually improve their impression or experience by simply giving them this option.

As you can see from the examples I’ve given you – you can easily transform the way you look at customer satisfaction from a scorecard to an opportunity for your customers to connect with you and provide you information that will allow you to radically improve their experience.

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Posted in customer research

Create Online Surveys in Multiple Languages

Posted on March 21, 2012 by Ivana Taylor | Leave a comment

It’s a small world and now you can survey them in multiple languages. QuestionPro gives you the ability to create online surveys in 41 different languages that include standards like French and Spanish, but also more uncommon languages such as Vietnamese, Arabic and Hindi.

Benefits of giving surveys in multiple languages

When you allow respondents to complete surveys in the language of their choice, they not only relate better and more closely to your brand, they can give more complete responses. At least you would know that they fully understood the questions and responded accordingly.

How to customize your survey in different languages

Create your survey in English or Original Language
Go into the ”edit surveys” tab in your account, then choose “Display options” from the left hand navigation bar
Scroll down to the “Language” section
Choose the language to which you’d like to translate your survey and “Add” the translation
Go back into your survey and translate each question into the designated language.

What’s been your experience with online surveys in different languages? Leave a comment and tell us all about it.

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Posted in customer research, Feature Enhancements

Tagged multi-lingual surveys

Market Research Trends for 2012

Posted on December 12, 2011 by Ivana Taylor | 1 Comment

What should you be looking forward to in 2012 when it comes to market research? I was wondering the same thing and so I asked some of our community experts for some guidance and here is what I learned:

Consumers will drive technology

Romi Mahajan, Chief Marketing Officer at Metavana and a former Worldwide Director of Sales and Strategy at Microsoft says that consumers will be driving technology instead of the other way around. Expect to see the blurring between business and consumer applications of technology.

This is evident in our next big trend; Gamification, where surveys start taking on the look and feel of game apps. Touch screens make it possible to interact with information in a more graphic and engaging way. Betty Adamou, the editor of the Game Access blog says that “We must utilize creativity, think about the way we use language and ask survey questions and start giving respondents feedback. Gamification can allow us to mix qualitative and quantitative questions in a more interactive and engaging format which will force us to ask survey questions in a more natural, competitive-inducing way.

All things mobile from apps to games to panels and even focus groups? Absolutely. Free up your market research or focus groups and instead of bringing them to your isolated sterile laboratory, let your panel bring you into their homes with the use of mobile sampling. Now your respondents can upload pictures of the brands they use or how they interact with your brand and let you step inside their world instead of the other way around. The SurveySwipe platform brings panels and interactive, engaging and fun feedback into one package.

Another trend that has expanded is this idea of location-based feedback. Special technology allows our SurveySwipe mobile survey app to trigger surveys based on your respondents location WITHOUT sharing any private information.

Panels are accessible to everyone

Community panels used to be exclusively in the domain of HUGE marketing budgets. But that’s no longer the case. Andrew Jeavons, from Survey Analytics says that recruiting, running and managing your own panel is within the realm of most small to medium sized businesses.

Shorter, more engaging, conversational surveys

The mobile sampling trend, consumerization as well as social media chatter have all but wiped out the lengthy survey. Shorter attention spans –even from avid panel communities will drive researchers to get more creative with how we collect data. We will find ourselves integrating data from mobile, social and standard surveys more and more.

All of this speaks to another trend; Networked Intelligence. Mobile panels allow businesses to get on-demand answers to questions from their respondents. Text analysis software allows us to pull social media information together with survey responses to get more meaningful information about our customers and how they interact with our brands.

Register NOW to Listen to the insiders talk about these trends and MORE on Wednesday, December 14, 10am PST/1pm EST

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Posted in customer research, Webinar

SurveySwipe Offers KILLER Price for White Label Mobile Research App

Posted on November 18, 2011 by Ivana Taylor | Leave a comment

Attention Market Researchers and Survey Analytics Users: Our excess capacity is your opportunity

We have some excess capacity in our development team and would like to offer you a very discounted offer for our Survey Swipe Mobile Survey App — a white labeled version customized to your brand.

Normally our standard pricing is $30K for this white labeled version, but then we thought that this price might be holding you back from seeing what an incredibly powerful tool this was. And so we decided to do something ridiculous just so you can see it for yourself. So we’re offering this for $10K per instance for any orders received by December 15th.

How to use the SurveySwipe Custom-Branded Solution

If you have an existing panel: Invite them to download the branded App and take part in in mobile surveys from time to time. This is really an opportunity to have a conversation and to build relationships with that panel. The surveys often take less than 60 seconds (most take 10 seconds to 30 seconds). Because they are so short, the panel will respond quickly and your response rates will go WAY UP.

With this custom-branded app, your panelists would now be able to engage in surveys while out and about in the World interacting with brands and as normal in front of the computer.
What you’ll be able to do:

Push invitations to panelists any time based on their screening criteria, typical response is VERY high and VERY fast.
Offer always on surveys so panelists can go in and take them whenever they want
Trigger survey invitations via GPS, Hyper Local ™
Use built in bar code scanner to scan product bar codes to trigger drill down questions regarding those products.
Push picture and video out as part of the survey experience

This is an ideal use for retail and in-store shopper projects and consumption panels
What you’d get:

Branded online recruitment website where you would send panelists to, to answer a couple questions and be sent to appropriate smartphone marketplace, support and FAQs included.
An app branded to your organization.
Panel management functionality in your Survey Analytics account, see who’s downloaded and create subpanels, script surveys and issue new screening questions.
Data collection and reporting as part of your already existing Survey Analytics account.
Contact John Nelson at SurveySwipe to set up your white-labeled SurveySwipe mobile app and launch a survey today.

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Posted in customer research, Research Tools and Apps, SurveyAnalytics

Tagged mobile research

What to Do When Your Crystal Ball is on the Fritz

Posted on November 16, 2011 by Ivana Taylor | Leave a comment

Yes – your colleagues probably think you have ESP when it comes to coming up with new products and services. You know that it’s hard work that usually includes hard work on the back end.

Here are a few strategies you can use to expand your product offering in ways that appeal to both your customers and your bottom line.

Data Mining and Customer Analysis. Although it’s tempting to jump in and try to do anything, take the time to ask your customers what’s important to them and what other alternatives they are considering to solve their problems. Check out online survey tools like QuestionPro , Survey Analytics, Survey Swipe or IdeaScale.
Add new products. Consider the possibility your customers want something else. Do your research and check your profit margins before you expand your product lines.
Find new markets. This is a favorite strategy. Look for emerging markets that have a need for your product or capability. Open your mind and ask “what if” or “in what ways” questions to see how to penetrate more profitable markets.
Try different distribution channels. Distribution means being within arm’s reach of your customer and their wallet. Think of the different ways you can do that; email, direct marketing, catalog, direct sales, kiosk, manufacturers rep. The possibilities are endless.
Direct marketing to target customers. Three-dimensional, snail mail marketing is still extremely effective. Select a target group of customers and send them special offers. Use email marketing tools like Constant Contact to develop segmented mailing lists.

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Posted in customer research, Essay

Tagged marketing mix, product offering

26 Practical Marketing Ideas That Require Research

Posted on November 9, 2011 by Ivana Taylor | 2 Comments

It’s not always the economy, and you’re not stupid. The marketing process is a lot like the laws of physics, for every action, there’s an equal and opposite reaction. The trouble with sales is that there are so many variables, that it’s hard to pinpoint where the problem is so that you can fix it.

The following is a list of 25 DIY Marketing strategies that you can try to build your sales back up to where they need to be. I originally published this article on AMEX Open Forum. But when I looked at it again, I realized that it’s not enough to grab any of these strategies and just run with it. You’ll want to do some research to support your plan.

Customer research. Although it’s tempting to jump in and try to do anything, take the time to ask your customers what’s important to them and what other alternatives they are considering to solve their problems. Check out online survey tools like QuestionPro and SurveyMonkey.
Offer different sizes at different prices. Pricing expert and author of 1% Windfall, Rafi Mohamed says that people will buy at price points that are appealing to them (assuming they have a need or interest in your product). Give your customers the opportunity to try and buy.
Add new products. Consider the possibility your customers want something else. Do your research and check your profit margins before you expand your product lines.
Drop Unprofitable products. Profitability is more important than sales. Evaluate your product lines and drop products that aren’t passing profit muster. Another option is to raise prices on products that are unprofitable.
Bundle products. McDonald’s is king of the bundle. Create a value offer that moves product at good margins and gives customers great value.
Find new markets. This is a favorite strategy. Look for emerging markets that have a need for your product or capability. Open your mind and ask “what if” or “in what ways” questions to see how to penetrate more profitable markets.
Provide home delivery or offer monthly delivery. Combine a distribution strategy with a subscription model to create repeat sales.
Develop new, more varied uses for your product. We wouldn’t know that there were millions of uses for baking soda if Arm and Hammer didn’t pull them together and advertise them.
Change the name to reflect new market. If you’re launching into a new market, change the name of your product to better reflect the benefits your product provides.
Test higher and lower prices in different markets. You don’t have to charge the same price in the same market. Different markets have different needs, charge accordingly .
Try different distribution channels. Distribution means being within arm’s reach of your customer and their wallet. Think of the different ways you can do that; email, direct marketing, catalog, direct sales, kiosk, manufacturers rep. The possibilities are endless.
Try new sales incentives and commission structures. Sales people spend effort where they will make the most money. Take a close look at your commission structure and make sure that you are rewarding sales people for profitable sales.
Change how you sell. Don’t just assume your current sales strategy is optimal. Consider using affiliates, partners, home parties, catalogs, internet, etc.
Change or adjust your sales process or system. Your sales process might be out-dated. Take the time to explore new strategies such as Craig Elias’, Trigger Events or Jill Konrath’s SNAP Selling.
Develop or focus on lead generation program. Where are your leads coming from and are they good leads. Take a good hard look at your conversions from trade shows, web sites, etc and start optimizing all of them to attract your ideal customer. For help, check out HubSpot – they are masters of inbound marketing.
Develop a personal follow-up program. Most sales are lost because our follow-up systems stink. Map out your sales process and develop a follow-up system that touches your customer at least 7 – 10 times. For help, visit Constant Contact, aWeber and InfusionSoft and the new Nimble.
Provide free troubleshooting. Don’t sell and run, help your customers over buyer’s remorse by providing them help in using and loving your product or service.
Build a customer/user community. Don’t forget the power of social media. Create a customer community using a Facebook page or Twitter, these tools aren’t just for big companies or consumer groups. If social media isn’t your thing – create a customer community using the SurveySwipe mobile survey platform and ask your community questions.
Institute a referral program. Word of mouth is powerful, so create a referral system that rewards fans of your company or product.
Use QR codes to drive customers to coupons. Research shows that customers love grabbing coupons from their mobile devices. Use QR codes to reward them for buying.
Create a video couponing page. Groupon has gotten mixed reviews for small business – but Video Coupons are a whole new ball game. Customers love video and remember twice as much as ads they see on TV and Video coupons are inexpensive and easy to do.
Offer financing or multiple payment plan. QVC already knows that customers will buy more and spend more if you offer a payment plan. Remember customers love to buy in increments of $20. So make your monthly prices $19.99, $39.99, etc.
Volume discounts or bundle discounts. Reward your customers for buying more items more frequently.
Establish a customer club. Even restaurants can have a customer club. Charge a monthly fee to receive coupons, free gifts and invites to special events.
Develop a contest to build leads, communities and excitement. Contests build community and customers. Use powerful social media tools to manage yours. There’s even an online app to help you create and manage contests – Wildfire.
Direct marketing to target customers. Three-dimensional, snail mail marketing is still extremely effective. Select a target group of customers and send them special offers.

And there you have it. This list is long but not even a sliver of the possibilities that are available to you. Look at declining sales as a signal that it’s time to change it up and use this list to get you started.

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Posted in customer research, Essay

Tagged Market research, marketing strategy