The effectiveness of surveys starts with the quality of the questions. Question writing is an art and a science. You need to balance your needs and the needs of the organization commissioning the survey with the burden on the respondents. Here’s a summary of 12 useful guidelines we use, pulled from books and articles. 1.
How many hours per year do you spend volunteering? How much do you agree that online articles provide valuable information for businesses to succeed? There is an art and science to writing survey questions. A number of books can help you with the process. But even the best written questions can be susceptible to biases
You write the best survey questions, pretest them to ensure they make sense. You use the correct response options and even use psychometrically validated questionnaires in your survey. You’re ready to launch and wait for the responses to roll in… It’s no fun planning a party no one comes to. The same can be said
Customer attitudes affect customer actions. Understanding what your customers think is essential to improving the customer experience and loyalty. Surveys are the go-to method for collecting customer opinions because they’re quick and effective. Yet it’s not always easy to get your customers to participate. And when they do participate, how do you know whether they’re
Whether you’re introducing how to measure user experience to an organization or trying to advance the maturity of your UX practice, you need a plan for measuring and improving the user experience. Before you can implement any plan, you have to be sure you know who your users are. Perfectly executing the right plan on
You go to your doctor for a checkup. You’re feeling fine but as a matter of procedure, your doctor orders a battery of tests and scans to be sure all is well. She runs 30 tests in total. A few days later she calls and tells you one of the tests came back positive–an indication
For most customer research, you’re rarely able to measure the attitudes or behaviors of everyone. Instead you take a sample of your customers and use this sample to make inferences about the rest of your customers. Even if you’re in a situation where you can collect data from all current customers, it’s not possible to
Have you taken a terrible survey? Or, perhaps you were on the receiving end of the results? Too long. Leading questions. Poor response options. Overgeneralized findings and misinterpreted data. There’s no doubt that surveys can be overused and abused. Maybe you’ve even thought about abandoning them altogether. But is that abuse greater in surveys than
What do customers want? It’s the million dollar question with what seems like a million answers. Prioritizing product features, including conducting a top-tasks analysis, is an essential step in creating the optimal product and experience. During the prioritization phase, our clients will on occasion specifically ask for a conjoint analysis. As data geeks, we love
There’s more to measuring a brand than just asking if people like it. Customers generally progress through stages when forming relationships with brands. This is often called the hierarchy of effects. While different models describe the hierarchy of effects, in general, customers go from familiarity to consideration and finally to long-term usage and loyalty. Customers’
