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Tag Archives: satisfaction research

Why Your CEO Loves NPS: It Is Never Audited, and It Never Declines

Why Your CEO Loves NPS: It Is Never Audited, and It Never Declines

Future Trends, Presenting Research, Topics in MarketingBy Joe HopperApril 22, 2020

Market research has made it all the way to the top! It has a seat at the c-suite table just as marketing and research champions have hoped for all these years. According to a recent analysis by The Wall Street Journal, a large number of CEOs now track their company’s Net Promoter Score (NPS) obsessively,…

Fix Your Jargon-Filled Survey with Ordinary Words Real People Use

Fix Your Jargon-Filled Survey with Ordinary Words Real People Use

Survey Design, Survey TipsBy Joe HopperNovember 13, 2019

An important role for good survey researchers is to translate ridiculous sounding jargon their clients give them into ordinary words that real people use. The jargon is typically business or marketing related, because most surveys are done for business or marketing clients. But I just ran across some “marketing science” jargon (created by market researchers)…

How to Beat Online Surveys with Old-Fashioned Paper

How to Beat Online Surveys with Old-Fashioned Paper

Data Collection, Methods & Tools, Survey DesignBy Joe HopperApril 18, 2019

Conducting surveys with your own customers is surprisingly difficult anymore. Phone options are dead, and online surveys are tough, because nobody answers or responds anymore. So what’s a researcher, strategist, or marketing professional to do? How about conducting a paper-based mail survey. It sounds crazy, but we just did it, and it succeeded beyond what…

How’s Our Relationship? (Survey Invite Review #3)

How’s Our Relationship? (Survey Invite Review #3)

Data Collection, Survey TipsBy Joe HopperJune 13, 2018

Here is the third invitation in our review of three survey invitations. (See also: #1 How Bad Are We? and #2 How Amazing Are We?) In my opinion this one is easily the best. It is truthful and sincere, and tells me immediately why helping this company (by completing their survey) is important to them…

How Amazing Are We? (Survey Invite Review #2)

How Amazing Are We? (Survey Invite Review #2)

Data Collection, Survey TipsBy Joe HopperJune 6, 2018

Of the three invitations up for review in our mini-series on survey invitations (see also: #1 How Bad Are We? and #3 How’s Our Relationship?) this is the laughably obnoxious one: What do you think about Acme? Tell us about your experience with Acme products and solutions to help us understand what’s going well, and…

How Bad Are We? (Survey Invite Review #1)

How Bad Are We? (Survey Invite Review #1)

Data Collection, Survey TipsBy Joe HopperMay 30, 2018

I received survey invitations from three different companies over the last three weeks. Each takes a starkly different approach to wooing participation. One of them I admire; the other two offend me. The invitations brought to mind two feature-length articles we wrote for our newsletter subscribers in 2017: Building a Better Customer Satisfaction Survey and…

The Dubious ROI of Customer Satisfaction Surveys

Data Analysis & Analytics, Topics in MarketingBy Joe HopperFebruary 21, 2018

A good friend and client likes to joke during every project: “Remember Joe, correlation does not imply causation.” Well, I thought she was joking. Surely everybody with a job in marketing research knows this? Apparently not. Even professors at fancy business schools seem to forget it, as evidenced by this snippet of an article a…

My Dog Died and I Got a Survey

Data Collection, Survey Tips, Topics in MarketingBy Joe HopperDecember 13, 2017

This is still raw, so I’m working hard to be constructive and not mean. But seriously, how much more self-centered can a veterinarian company be, than to send me a survey the morning after my dog dies to ask, “How did we do?” Yes, this really happened. On Friday, Lancelot (pictured above, on the day…

Reasons Customers Blow Off Your Surveys

Data Collection, Survey Design, Survey TipsBy Joe HopperOctober 11, 2017

If you deploy your own surveys trying to solicit feedback from your customers, you know how hard it is to get them to respond. There are many good reasons why customers ignore surveys nowadays. Here is one potential culprit: You may be asking them for information you already know. If you are, they know that…

Good Reasons to Ask Bad Questions

Data Collection, Survey Design, Survey TipsBy Joe HopperMay 10, 2017

In the Versta Research spring newsletter, Build a Better Customer Satisfaction Survey, we mentioned—but did not speak to—the seventh question in our newly developed survey for clients. It was added at the last minute. We put it right at the top, so it is the first question you see. If you didn’t yet test drive…

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