Comments on: Consumer Research: Poor research approaches give poor answers

By: Net Promoter Score: Deficient or Efficient measure? « Genroe Customer Management

Wed, 11 Aug 2010 02:49:20 +0000

[...] the receiver to make this type of report is simply not reliable. What’s more, respondents to these types of surveys are unlikely to be able to accurately [...]

By: A Dozen Customer Satisfaction Survey Do’s and Don’ts « Genroe Customer Management

Tue, 18 May 2010 23:15:38 +0000

[...] Posts Consumer Research: Poor research approaches give poor answersDo you implement all 7 enablers of good customer service?How do you determine what is important to a [...]

By: Adam Ramshaw

Adam Ramshaw — Tue, 18 May 2010 22:19:44 +0000

Francis,

I couldn’t agree more — with pretty much everything you have said. The last part is very important: qualitative information is critical for organisations in determining “what to do now”.

By: Francis Aglen

Francis Aglen — Tue, 18 May 2010 09:00:45 +0000

This problem is not confined to consumer research. Many people assume that B2B purchasers will answer survey questions entirely rationally and will be able to use rating scales to articulate what is important to them. Not so. We advocate extensive qualitative interview programmes to gain an understanding of the business drivers for each sector and each type of decision maker prior to quantitative survey work. When we have suffiently large samples we generate derived importance measures as well as stated importance because interesting inflection points emerge when you look at the differences between the two. Above all, we ask respondents to comment on the ratings they have given because analysis of the comments provides “meat on the bones” of the data and helps drive management action for improvement.

By: Adam Ramshaw

Adam Ramshaw — Sun, 09 May 2010 22:49:10 +0000

Moshe,

As promised I have created a post that explains how to infer importance in a customer survey.

See this link:
http://genroe1to1.genroe.com/2010/05/09/how-do-you-determine-what-is-important-to-a-customer/

Regards,
Adam

By: How do you determine what is important to a customer? « Genroe Customer Management

Sun, 09 May 2010 22:44:22 +0000

[...] Survey Do's and Don'tsCall Center reporting: Are you leveraging Service Performance IndicesConsumer Research: Poor research approaches give poor answers9 ways Contact Centres can help retain customers! (Part [...]

By: Adam Ramshaw

Adam Ramshaw — Tue, 04 May 2010 22:52:51 +0000

Moshe,

You make a good point — give me a few days and I’ll post a second blog that answers your question about how to design the survey to infer importance.

Stay tuned.
Adam

By: Moshe Kravitz

Moshe Kravitz — Tue, 04 May 2010 14:36:24 +0000

YOU CLEARLY DESCRIBED THE PROBLEM:
This very intelligent article lead us in the right direction, and up to the punchline: approach 2. “Infer importance: If you design the survey in the right way you can infer what is important based on the answers you get from other questions or actual customer behaviour.”

COULD YOU OUTLINE THE SOLUTION:
Could you please provide a template and/or examples of how to design the survey in order to infer importance…

THANK YOU!
mk