Why conduct a survey if you're not going to do anything with the results? Make the most of your data with these tips on survey data analysis.Ready for more? SoGoSurvey can help!

1. How to Analyze Survey Data

2. Analyzing Survey Data

3. • Step 1: Conduct a solid survey by
using smart features and best
practices to collect results.
• Step 2: Do something with all that
data!
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• If you're not prepared to do anything
with the results, why conduct the
project in the first place?

5. • Don't let a lack of expertise prevent
you from analyzing your results.
• A structured approach can help you
make the most of your data.
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6. Make Sure The Sample Size Is Reliable

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• The higher your response rate, the
more confidence there is in the
results.
• Establish a minimum standard to
ensure reliability.

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• If 5% of your customers requested a
new feature, would you build it?
• Would you feel more confident if 55%
of your customers requested it?

9. Attach Percentages

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• Use percentages as appropriate to
make it easier to review results and
compare across survey items.
• Use Cross Tab reports to investigate
potential relationships between key
metrics and other variables.

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• Break down the data in demographic
slices to add depth and breadth to
your investigation.

12. Respect The Benchmarks

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• Lots of data is great, but how do you know if
your results are good?

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• Set benchmarks – critical indicators to
help you make meaningful comparisons over
time or across groups.
• Benchmarks build a sense of confidence in
the numbers while reflecting trends.

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• There are many ways to slice and dice data to
pick up patterns over time – a longitudinal
analysis.

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• The more you segment the data, the more
meaningful the observations become.
• You can pinpoint outperformers,
underperformers, and trends over time
across all the verticals.

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• When values are higher than the average, we
rate the category as over-indexed, and when
the standards beat you – under-indexed.
• Well-managed statistics offer a wide range of
potential insights.

18. Maximize The Value Of “Why?” In Survey Data

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• Quantitative data lets you see how many
people choose Yes or No, but qualitiative
feedback helps you understand why.
• While open-ended responses open up a wide
range of insights, be careful not to let a few
comments disrupt analysis of quantitative
survey results.

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• Deep dives into open-ended questions
enable you to deepen your understanding of
your targeted customers’ psychographic and
behavioral profiles.
• Feedback can tell us who influences buyer
decisions, the emotions driving them: love,
ego, the release of frustration, etc.

21. Pay Attention To Survey Analysis

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Be careful about drawing conclusions
about any relationships between
variables—particularly correlation
and causation.

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Correlation
• When two variables move simultaneously in
sync, there may be a degree of correlation.
• For example, in the summer, you may
observe a closeness between trends in the
buying of swimsuits, surfboards, roller-
blades, and skateboards.

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Causation
• Causation – no surprise – is an indicator that
one thing is happening as a result of another.
• Water sports and swimming are activities that
gain momentum as the weather warms up –
a cause, not a correlation.

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• While they may seem similar, causation and
not correlation are the same.
• Avoid incorrect assumptions and fallacies
by careful analysis and common sense.

26. Use Your Survey Data Effectively

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• Lots of numbers and tables might be
useful, but they don't always
communicate meaning clearly.
• If you want them to motivate your
audience to act on data,
communicate the bottom line
creatively.

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Why?
• Inspire your team to develop ideas to
accelerate positive trends – or to stop and
reverse negative trends.
• Use striking numbers and percentages to
highlight key points, but be sure to develop a
narrative that captures the team’s attention.
• Use comparisons, benchmarks, and analogies
to convey a central message.

29. Final Thoughts

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• It’s important to analyze survey data using
statistical techniques to assess the reliability
of the data and separate causation from
correlation.
• Survey analysis is a vital decider, so don’t
think twice about getting an expert resource
in your corner.

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• Ready to dive deep? SoGoSurvey can help!
• Connecting with a solid partner supports
your understanding of customer
segmentation and how to make the most of
your data analysis.

32. Make the most of your results to
structure marketing programs
targeted directly at the heart of
customer experience.

33. Want more?
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35. Thank you!