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How to read your members’ minds - Stephanie Beadell

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We often assign our community members to categories and make personas based on our own assumptions, but its much better to let them speak for themselves. Learn how to ask better survey questions to get better data and make better decisions about your community. Stephanie will provide actionable advice on how to write meaningful, unbiased survey questions and will share tips for analyzing your data.

Go beyond the basics to learn how to write survey questions that get the data you need. We'll cover question format, accounting for bias, and framing. We'll also discuss how to break down complex concepts into more digestible survey questions.

You'll also learn what to do after your survey is complete. Stephanie will break down data analysis techniques, including correlation, regression, and crosstabs. You'll leave the session ready to mine your community for fresh insights and maybe even ready to review old surveys for new data.

Published in: Business
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How to read your members’ minds - Stephanie Beadell

  1. 1. @stephbeadell (with surveys) How to Get into Your Members’ Heads
  2. 2. Stephanie Beadell VP of Marketing Stephanie@Briggsby.com @StephBeadell
  3. 3. ? + = @stephbeadell
  4. 4. Surveys are Powerful Tools
  5. 5. …unless the data is bad. @stephbeadell
  6. 6. Radically Improve Your Data
  7. 7. 3 @stephbeadell steps
  8. 8. Typical Survey Question @stephbeadell Do you feel like part of our community?
  9. 9. Do you feel like part of our community? @stephbeadell Yes No I Don't Know
  10. 10. 1 @stephbeadell
  11. 11. Use a 5 or 7-point Scale @stephbeadell
  12. 12. A Better Question @stephbeadell I fit in with the community. Strongly Agree Strongly Disagree Neutral
  13. 13. I Fit in with the Community @stephbeadell 0 20 40 60 80 100 120 140 160 180 200 Strongly Disagree Disagree Neutral Agree Strongly Agree I  Fit  in  with  the  Community Average: 3.67
  14. 14. “I Fit in with the Community” Score Over Time @stephbeadell 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 I  Fit  in  with  the  Community
  15. 15. “Likert Scale” @stephbeadell
  16. 16. Likert Scale Basics @stephbeadell Strongly Agree Neutral Strongly Disagree 5 or 7 points
  17. 17. Likert Scale Basics @stephbeadell Brave Shy Unipolar (Don’t Do This)
  18. 18. Analysis Opportunities @stephbeadell
  19. 19. Likert Scale Question @stephbeadell I fit in with the community. Strongly Agree Strongly Disagree Neutral
  20. 20. Scoring the Answers @stephbeadell I fit in with the community. 1 2 3 4 5
  21. 21. Correlation Analysis & More @stephbeadell “Heavy forum users are more likely to be satisfied with their membership.” Satisfaction Frequency of Forum Visits Forum Usage vs. Satisfaction
  22. 22. Use a 5 or 7-point Scale When in Doubt: @stephbeadell
  23. 23. 2 @stephbeadell
  24. 24. @stephbeadell into multiple questions Break down Big Concepts
  25. 25. Typical Survey Question @stephbeadell Are you happy with the community?
  26. 26. … it could mean @stephbeadell Do you like the people in the community?
  27. 27. … it could mean @stephbeadell Does the community meet your needs?
  28. 28. … it could mean @stephbeadell Does being a member make you feel good?
  29. 29. @stephbeadell ? ? ? ?
  30. 30. Try this instead @stephbeadell 1. Being a member is valuable to my career. 2. I enjoy being a member. 3. The company cares about the community.
  31. 31. Report it Like This @stephbeadell 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Valuable to Career Enjoy Being Part Company Cares Member Happiness Survey Average Happiness Score: 11 out of 15
  32. 32. Track it Over Time @stephbeadell “Our team increased member happiness by 3 points this quarter.” 0 2 4 6 8 10 12 14 16 Month 1 Month 2 Month 3 Happiness
  33. 33. @stephbeadell Break down Big Concepts
  34. 34. 3 @stephbeadell
  35. 35. Typical Survey Results @stephbeadell 0 20 40 60 80 100 120 140 160 180 200 Strongly Disagree Disagree Neutral Agree Strongly Agree I  Fit  in  with  the  Community2. Freelancer Small Business Enterprise Business  Size1.
  36. 36. Compare and Contrast @stephbeadell
  37. 37. Comparing Answers @stephbeadell EnterpriseSmall Business 0 10 20 30 40 50 60 70 80 I  Fit  in  with  the  Community 0 10 20 30 40 50 60 70 80 I  Fit  in  with  the  Community
  38. 38. Typical Survey Results @stephbeadell 0 20 40 60 80 100 120 140 160 180 200 Strongly Disagree Disagree Neutral Agree Strongly Agree I  Fit  in  with  the  Community 2. Freelancer Small Business Enterprise Business  Size1.
  39. 39. Comparing Answers @stephbeadell EnterpriseSmall Business 0 10 20 30 40 50 60 70 80 I  Fit  in  with  the  Community 0 10 20 30 40 50 60 70 80 I  Fit  in  with  the  Community
  40. 40. How to Do It in Excel: Pivot Tables @stephbeadell Export Raw Data
  41. 41. And in SurveyMonkey: Filter/Compare @stephbeadell Filter or Compare
  42. 42. @stephbeadell Plan segments in advance
  43. 43. Comparing Answers @stephbeadell Ask identifying questions
  44. 44. 3 @stephbeadell steps
  45. 45. Use a 5 or 7-point Scale When in Doubt: @stephbeadell
  46. 46. @stephbeadell Break down Big Concepts
  47. 47. Compare and Contrast @stephbeadell
  48. 48. How Not to Screw it Up
  49. 49. @stephbeadell Bias Introducing
  50. 50. @stephbeadell Priming
  51. 51. Bargh, Chen, and Burrows (1996) @stephbeadell Sentence Scramble Task Rude aggressively, bold, rude, bother, disturb, intrude, annoyingly, interrupt, audaciously, brazen, impolitely, infringe, obnoxious, aggravating, bluntly Polite honor, considerate, appreciate, patiently, cordially, yield, polite, cautiously, courteous, graciously, sensitively; discreetly, behaved, unobtrusively Neutral exercising, flawlessly; occasionally rapidly, gleefully, practiced, optimistically, successfully, normally, send, watches, encourages. gives, clears, prepares
  52. 52. Bargh, Chen, and Burrows (1996) @stephbeadell People who Interrupted After the Task Polite Neutral Rude
  53. 53. Introducing Bias: Priming @stephbeadell When are people prompted to take the survey?
  54. 54. @stephbeadell Order Bias
  55. 55. Order Bias @stephbeadell How important is content marketing?
  56. 56. Order Bias @stephbeadell How important is content marketing? How much content marketing do you plan to do this year?
  57. 57. Solving Order Bias with Randomization @stephbeadell Question Randomization
  58. 58. Solving Order Bias with Randomization @stephbeadell Shuffle Question Order
  59. 59. @stephbeadell Stereotype Threat
  60. 60. Stone, Lynch, Sjomeling, and Darley (1999) @stephbeadell “natural athletic ability” “sports intelligence”
  61. 61. Inzlicht (2000) @stephbeadell Female Math Test Performance When Others Present 2  Women 2  Men
  62. 62. Solving for Stereotype Threat @stephbeadell Demographic data always goes at the end of a survey
  63. 63. @stephbeadell Double-Barreled Questions
  64. 64. Double-Barreled Question @stephbeadell Do you follow us on Facebook and Twitter?
  65. 65. @stephbeadell Leading Questions
  66. 66. Leading Question @stephbeadell Do you believe you deserve a higher salary?
  67. 67. A Better Way to Ask @stephbeadell Are you satisfied with your current salary?
  68. 68. Why People Lie
  69. 69. @stephbeadell Sensitive Information
  70. 70. How to Handle Sensitive Information @stephbeadell Put tough questions toward the end of your survey
  71. 71. @stephbeadell Overload Information
  72. 72. How to Prevent Information Overload @stephbeadell Limit the amount of questions in your survey
  73. 73. How to Prevent Information Overload @stephbeadell Avoid overwhelming tables
  74. 74. @stephbeadell Boredom
  75. 75. How to Prevent Boredom @stephbeadell Set Time Expectations “This survey will take about 5 minutes”
  76. 76. How to Prevent Boredom @stephbeadell Use a Progress Bar
  77. 77. Powerful Data Analysis
  78. 78. Analysis Correlation @stephbeadell
  79. 79. Correlation Analysis @stephbeadell “Heavy forum users are more likely to be satisfied with their membership.” Satisfaction Frequency of Forum Visits Forum Usage vs. Satisfaction
  80. 80. Correlation Quick Tips @stephbeadell Use the CORREL() Function in Excel Scores range from -1.0 to 1.0
  81. 81. Correlation Quick Tips @stephbeadell at least a 0.3 to show correlation
  82. 82. Analysis Advanced @stephbeadell
  83. 83. Regression Analysis @stephbeadell Outcome Variable 1 Variable 2 Variable 3
  84. 84. Cluster Analysis @stephbeadell K-Means Cluster Analysis
  85. 85. Excel Analysis Toolpak Add-In @stephbeadell bit.ly/excelanalysistoolpak
  86. 86. Analysis Cross Tabs @stephbeadell
  87. 87. Typical Survey Results @stephbeadell 0 20 40 60 80 100 120 140 160 180 200 Strongly Disagree Disagree Neutral Agree Strongly Agree I  Fit  in  with  the  Community 2. Freelancer Small Business Enterprise Business  Size1.
  88. 88. Comparing Answers @stephbeadell EnterpriseSmall Business 0 10 20 30 40 50 60 70 80 I  Fit  in  with  the  Community 0 10 20 30 40 50 60 70 80 I  Fit  in  with  the  Community
  89. 89. Thanks!

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