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Tag Archives: satisfaction research

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…

Manipulative CX Surveys

Manipulative CX Surveys

Methods & Tools, Survey Design, Survey TipsBy Joe HopperFebruary 15, 2017

It bugs me that companies would use customer feedback surveys not for information or learning, but to manipulate customers into buying from them again. On the other hand, how many companies inundate us with those zillions of customer satisfaction surveys because they truly care about learning? What they really care about are their “metrics,” their…

The “Disney Experience” of Market Research

The “Disney Experience” of Market Research

Best of Blog, Data CollectionBy Joe HopperJune 15, 2016

One thing that impressed me about my recent trip to Disney World (for Versta Research’s presentation on infographics at LIMRA’s annual market research conference) was this: It felt nice not to be badgered at every “touch point” for survey feedback about how they were doing. Indeed, Disney World is known for taking customer experience to…

Convincing People to Take Your Survey

Convincing People to Take Your Survey

Data Collection, Future TrendsBy Joe HopperMarch 16, 2016

One of the weirdest things about research is how the everyday nature of our work keeps changing as a result of the problems we solve. A colleague on the corporate side recently shared an observation that I found unsettling: With her customer experience research now fully automated, even down to the “analyses” via quick dashboard…

Strong Brands Have Weak Drivers

Strong Brands Have Weak Drivers

Data Analysis & Analytics, Data Collection, Topics in MarketingBy Joe HopperFebruary 17, 2016

Is it true that a survey respondent can race through a survey, giving identical high or low ratings on all questions, and still provide valid data? Absolutely, which is why we argue against coaching respondents to give “more thoughtful” and varied answers when filling out surveys. In fact, our post last week (Don’t Stop Your…

When Net Promoter Scores Don’t Make Sense

When Net Promoter Scores Don’t Make Sense

Methods & Tools, Survey DesignBy Joe HopperJune 10, 2015

There are plenty of good reasons to use Net Promoter Scores (NPS). They are based on sound measurement, are simple to use, are conceptually compelling, and are widely known by business executives outside of market research. But you know something is amiss when your bank starts asking how likely you are to recommend the online…

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Dagwood Puzzled by “Anonymous” Survey

Data Collection, Funnies, Survey TipsBy Joe HopperSeptember 11, 2014

Just last week a client proposed having their salespeople recruit customers to take the loyalty and satisfaction survey we had launched for them. It’s a terrible idea, for exactly the reasons that Dagwood realizes with his baffled look in this cartoon. If you want honest feedback that your business unit can honestly use to improve,…

Bogus Changes in Tracking Studies

Bogus Changes in Tracking Studies

Data Analysis & Analytics, Data Collection, Methods & Tools, Public Polling, SamplingBy Joe HopperAugust 20, 2014

The next time you analyze the results of your customer satisfaction or brand loyalty tracking study, and you notice an upward or downward shift, ask yourself this: Is it reasonable to think that certain customers—either the happy ones or the unhappy ones—were more willing to give you their opinions than the other group? If so,…

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