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What You Need
to Know about Surveys
by Amanda Kaiser
We have some BIG, important
questions
We wonder, how do we:
Attract?
Engage?
Retain?
Research is creating new knowledge.
- Neil Armstrong
Customer research can save us!
1. Protect us from making bad decisions.
2. Tell us about things we are unaware of.
Research can grow us!
Research can be misleading so
we have to be careful!
Most of us do not conduct research
because of the…
expense, time and mystique but it
doesn’t have to be this way.
Research insights need to be…
Accurate
Actionable
Complete
Start with a GOAL first
• What problem are we solving?
• For who?
• What will we do with the results?
• What kind of resou...
What method should we choose?
Depends on the questions we have
What
(Quantitative)
Surveys
Data
Feedback
Why
/How
(Qualitative)
Focus groups
Interviews
Observation
There are 2 categorie...
What-type insights
•What did they choose?
•What satisfaction rating will they give us?
•What media do they consume?
•What ...
Surveys
Satisfaction over time
What is going on
Surveys
Good for mapping trends over time
Surveys
Terrible for answering the questions we really need
answered. http://goo.gl/YIdbPE
Your data
• Spot problems
• Understand preference for existing offerings
• Define segments
Feedback
Solve problems in the moment
Why-type insights
Discovery
Context
Detail
Why-type insights
•Why did they join/purchase/donate?
•Why are they loyal?
•What are they challenged with and WHY?
•How do...
Focus groups
• Get an overview of key issues
• Signal staff is listening
BUT focus groups can be misleading if not done co...
Observation
Discover what is not talked about
Phone interviews
Understand their problemsAND the context behind
their problems
Phone interviews
Preferred method to answer our big questions plus
this method is accurate, complete and actionable.
Limitation of research
Yes, ask respondents about their problems.
No, don’t ask them to predict.
Research process
1. Define the goal
2. Identify who we are studying
3. Select the methodology
4. Detail the questions to b...
“We figure out
what we want.”
- Steve Jobs
Not conducting customer
research might work for
Apple but it does not
work for ...
Amanda Kaiser
Kaiser Insights LLC
Find more resources like this at:
SmoothThePath.net
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What You Need to Know About Surveys

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We have big questions. Why did they buy, join or donate? What challenges do they face and why? How does this problem feel to them and what are they doing about it? Why are they loyal?

Surveys are cheap, fast and easy. When we have questions we tend to turn to surveys first. Surveys, however, can not answer the questions we really need answered.

Demystify customer research, member research and donor research. Learn why surveys don't work but other methods do. Understand the 6 methods for getting your questions answered and what each method does well and not so well. See the 4 steps for conducting research.

Research can answer your toughest questions. Find out how.

Published in: Business
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What You Need to Know About Surveys

  1. 1. What You Need to Know about Surveys by Amanda Kaiser
  2. 2. We have some BIG, important questions
  3. 3. We wonder, how do we: Attract? Engage? Retain?
  4. 4. Research is creating new knowledge. - Neil Armstrong
  5. 5. Customer research can save us! 1. Protect us from making bad decisions. 2. Tell us about things we are unaware of.
  6. 6. Research can grow us!
  7. 7. Research can be misleading so we have to be careful!
  8. 8. Most of us do not conduct research because of the… expense, time and mystique but it doesn’t have to be this way.
  9. 9. Research insights need to be… Accurate Actionable Complete
  10. 10. Start with a GOAL first • What problem are we solving? • For who? • What will we do with the results? • What kind of resources do we have for this project?
  11. 11. What method should we choose? Depends on the questions we have
  12. 12. What (Quantitative) Surveys Data Feedback Why /How (Qualitative) Focus groups Interviews Observation There are 2 categories of questions
  13. 13. What-type insights •What did they choose? •What satisfaction rating will they give us? •What media do they consume? •What raking will they give our benefits? •What content is most popular on our site? •What subject matter is most interesting?
  14. 14. Surveys Satisfaction over time What is going on Surveys Good for mapping trends over time
  15. 15. Surveys Terrible for answering the questions we really need answered. http://goo.gl/YIdbPE
  16. 16. Your data • Spot problems • Understand preference for existing offerings • Define segments
  17. 17. Feedback Solve problems in the moment
  18. 18. Why-type insights Discovery Context Detail
  19. 19. Why-type insights •Why did they join/purchase/donate? •Why are they loyal? •What are they challenged with and WHY? •How does the problem feel to them? •What are their goals and WHY? These are the questions we really need answered
  20. 20. Focus groups • Get an overview of key issues • Signal staff is listening BUT focus groups can be misleading if not done correctly
  21. 21. Observation Discover what is not talked about
  22. 22. Phone interviews Understand their problemsAND the context behind their problems
  23. 23. Phone interviews Preferred method to answer our big questions plus this method is accurate, complete and actionable.
  24. 24. Limitation of research Yes, ask respondents about their problems. No, don’t ask them to predict.
  25. 25. Research process 1. Define the goal 2. Identify who we are studying 3. Select the methodology 4. Detail the questions to be answered
  26. 26. “We figure out what we want.” - Steve Jobs Not conducting customer research might work for Apple but it does not work for us.
  27. 27. Amanda Kaiser Kaiser Insights LLC Find more resources like this at: SmoothThePath.net

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