Results of a recent SoGoStudy offer the perfect opportunity to drill down on how to make the most of survey results in clear, meaningful reports. In the first part of this series, we start with the big picture in the Omni Report.

1. Vax, Masks, and The Space Between:
Studying Behavior, Perception, and Analysis

2. • For most of us, research has a
purpose. Unfortunately, some seem
to people collect data without an
outcome in mind.
• This approach gives a bad name to
surveys, polls, and even the
occasional census.
• Why should anyone bother
responding to questions if nobody
will ever read their answers?
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3. The Basics: Start With An Overview

4. • Once you’ve finished collecting
results for your research project, start
by looking at the big picture first.
• This is especially important when you
have some guesses or hypotheses
about what you’ll learn.
• Remember: We do research because
we don’t know everything, and the
outcome might be completely
unexpected.
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5. • The example data set presented here
is from a small research study
conducted by our SoGoSurvey team.
• Over a few days in May 2021, we
collected survey responses through
Facebook from 146 adults in the U.S.
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• The eight questions in this two-
minute survey asked about:
• Vaccination status or plans
• Likelihood to wear a mask or
socially distance over the following
days
• Influences on these decisions
• Comfort in engaging in certain
activities without a mask
• A few additional demographic
details were also collected to
enable additional comparison
and analysis.
• To start with, though, the
overview…

8. Results By Question Type

9. • As you review the big picture, some
things might stand out.
• On a single-select Radio Button
question, like the first one, a bar
graph makes it easy to see quickly
that 51% of respondents are not
planning to be vaccinated.
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10. • Answers to the Rating Scale
questions — likelihood of wearing a
mask, likelihood of maintaining social
distance — aren’t as clear in simple
bar graph form.
• Asking for answers on a five-point
scale enables you to identify an
average weighted score out of five.
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11. • By default, bar graphs are useful,
although the percentages may be
confusing for some (multi-select
question alert!).
• Also, because the answers are
presented in alphabetical order
(‘Other’ is the exception), the initial
graph may look a little ragged.
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12. Now What?

13. • From the raw data to the variations in
question types, not to mention the
analytical opportunities afforded by
the demographic items, there’s plenty
of room to explore.
• If you want quick, meaningful data,
focus on rating questions and review
results by:
• Percentage
• Weighted Score
• Percent Favorable
• Net Intent
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• Consider combining rating questions to
formulate overall scores, such as:
• Composite score
• Score by groups of questions
• Scores by question
• To drill down and better understand
which variables may be impacting specific
perceptions and behaviors, try:
• Including segmented data
• Filtering results
• Running Cross Tabs in the same report

15. • To share results filtered by the
recipients, you can use:
• PowerPoint downloads
• Dynamic links
• Password-protected access
• Reports
• Before sharing results, it's a good idea
to clean up answer options (hide,
merge, rename, sort), revisit
data visualization (graph type,
color palettes, etc.), and hide or
display tables, statistics, or trend data.
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16. • In some simple cases, you
might understand everything you
need to know from the at-a-glance
overview report.
• In most cases, though, that’s just
the beginning.
• In the next part of this series, we’ll
learn more about both the results of
this actual study and the tools
used to improve understanding.
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17. Want more?
Binge watch… Read the full blog… Like some podcasts!

18. Have we met socially?

19. Thank you!