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Distributing customer surveys can be fun; it’s pretty exciting to see what the results throw up. But that’s just the beginning. Once you receive the results and start to analyse insights, that’s when the work begins and this article aims to prepare you for it.
It is drawing conclusions from patterns discovered in gathered data, and using them to make better decisions.
Example: You’re running a customer feedback survey in your eatery and you notice a pattern of respondents complaining that their food is cold upon delivery. Knowing this, you can now understand why you haven’t been getting many delivery requests.
1. Constantly remind yourself of the purpose of your survey in order to get the most out of your analysis.
Use guiding questions to only derive data that is valuable for you since you may stumble upon much unexpected data:
– What were your main goals?
– What insights were you anticipating?
– What will you do with received insights?
2. Assess the performance of your survey; it can add insights and act as a guide for your next feedback project.
Did you reach the response rate you expected? Was it more or less? Can you identify why?
Were the surveys distributed uniformly? Did you use various methods? Which channel worked the best?
How many people responded out of the number of surveys you distributed? Is it enough to create a solid conclusion? This will help you identify the validity of your survey
3. Get an overview of your results. What was the distribution like, for parameters such as age, gender, geographic location or industry? How many of your customers bought your new product?
Having a fair idea of your results can help you analyse questions that give you real value while also considering background data.
4. Now you have to break it down and focus on data you’ve received that really align with your specific interest.
For example, you might notice that respondents know about your latest product, but you need to know if this awareness is spread countrywide. You then categorise results by region only to find out that most people aware of your products live in metropolitan areas. You filter by age and find that mostly people under the age of 30 know about your products. This helps you identify and come up with ways to reach the people who don’t.
5. Take a close look at open responses and get in-depth insights. Giving respondents the option to elaborate their answers can help you understand why they answered the way they did. This can also give you ideas of how you can improve your product or service.
Creating a word cloud of all written answers and putting scores to them will help you identify which words are mostly used to describe your products and service.
Proper data analysis is vital because it helps you create valid and reliable conclusions from your target audience. It is impossible to ask every single person what they think of your company, but you can take a pattern from an accurate sample and draw your conclusions to make meaningful decisions. Proper data analysis can be very useful for small businesses since it prepares them well for when the business grows.
