Research Landscape

We recently had a good question from a CEO who just heard about Adaptive Survey(r) Technology, “Why should I use Adaptive instead of SurveyMonkey or any other tool my people already know?”

One of our advisors, Professor Raghu Santanam from Arizona State University, jumped right in with a short definition of the various uses of research, “There are three basic uses for research…”

1. Descriptive surveys are backward looking and captures what happened to what demographic in the past. CX or Customer Experience surveys are in this category.
2. Confirmatory surveys confirm information you already know by taking a current reading. Some of these are tracking over time to see if anything changes – NPS or other tracking surveys for example.
3. Discovery surveys are future looking where you want actionable insights that lead you to doing something.

Adaptive Survey(r) technology falls primarily in the Discovery category. It is used to generate new ideas, innovations or simply unexpected opportunities to delight customers. If you are looking for new and actionable insights in priority order, Adaptive is the right type of tool for you. Adaptive generates new ideas not conceived in a traditional design.

The first and only tool for doing Adaptive Surveys(r) is at GroupInsight.com.

Once you see some results form your discovery survey, you’ll find that Adaptive is also a useful replacement for open-ended questions and collapsing ratings into one Adaptive Question(r) in descriptive and confirmatory surveys too. Many survey can be reduced by 80% using this method; you can turn 30 questions into 5 or 6 using this method. Adaptive surveys require dramatically fewer questions, yet provide more business insights.

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