Adaptive Survey(r)

March 1, 2013 § Leave a comment

An Adaptive Survey® is a market research method that combines qualitative and quantitative research features. This unique combination allows researchers to speed up the research process by gathering ideas and prioritizing them in the same research project.

Adaptive Surveys are offered by CloudMR, Inc. and this blog is related to that company. The benefits of this technique…

  • Systematically gather and prioritize open-ended text in a single project
  • Replace dozens of traditional market research rating scales with a single Adaptive Question™
  • Answer questions you didn’t even know to ask
  • Get higher response rates since Adaptive Surveys® are short and conversational
  • Add structure to unstructured data
  • Prioritize ideas using any representative sample you choose
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NPS at Functional Level – What’s up with that?

December 3, 2011 § Leave a comment

The likely-to-recommend question was designed to work at the brand level – usually a company…

How likely are you to recommend ABC Corporation to your friends, family and colleagues?

It also seems to work well at business unit and product levels if customers recognize those as a brand.

I see companies asking this question at the functional level which makes no sense to me. I saw one recently where the question was asked at the company level, the division level, the business unit level, the product level and at every functional level imaginable.

How likely are you to recommend ABC Corporation’s tech support representative to your friends, family and colleagues? Really? My answer…

Well, it depends. Does my friend own ABC Corporation’s product? If they own the product, do they have a need for technical support? Does my friend have a support contract? Does my friend get to choose the tech support representative when they call ABC support? Since I don’t have the answer to any of these questions, it makes no sense to ask this question at this level, and my answer is likely to be 5 – a detractor. Even better, I might just quit the survey at this point. Why would you ask such a weird question?

If you wonder why your most specific questions don’t make sense when you try to roll them up to an overall company NPS, this is probably why.

The Ultimate WOM question

May 29, 2011 § Leave a comment

The loyalty world has an ultimate question, so why shouldn’t word-of-mouth marketing? The key issue for any word-of-mouth program is the message. I think we want to know what message resonates most with members of our target group. Among that group, what would they say to a friend to convince them to try abc company? Something like, “If you were going to recommend abc company to a friend, what would you tell them?”

What do you think is the ultimate word-of-mouth marketing question?

Word of Mouth Messages

May 29, 2011 § 1 Comment

It is pretty clear that power has shifted from large marketing organizations to consumers. The McKinsey Quarterly calls it, a “tectonic power shift toward consumers” (David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik, “The consumer decision journey,” mckinseyquarterly.com, June 2009). There is a lot of room for conversation around WOM advertising, WOM spread, influencers, and media types. In all of the conversation, one factor seems to be a constant — the message itself is key to a successful word-of-mouth program. In order to be effective, a great word-of-mouth message must…

  • Resonate with your target audience — that is, it must…
    • Use the words and phrasing common to members of your target audience
    • Adjust to constantly evolving lingo, abbreviations and acronyms such as lmao, and :o)
  • Communicate the idea in the fewest possible number of words that still gets the idea across so that it is…
    • Easy to remember
    • Easy to pass along
  • Be specific to various segments of your audience — 20-something lingo just doesn’t work for more mature members of your target audience
  • Be appropriate to the communication channel — Facebook fans may require a different message than people looking at your website
So how do you get such a message? Is it a message that can come from inside the four walls of your marketing department? I don’t think so. Certainly some sort of customer input is called for here. Traditional market research is one proven method to get the proper sample and results for your WOM campaign. There are also some new tools that help both researcher and marketer to understand what people are saying such as the many social media monitoring tools available today.
One thing that might help focus the results is a blend of research and social monitoring. This might cut out all of the extraneous information and help marketers focus on the main question, “If you were going to recommend abc company, what would you say?”
The response to this question, along with some segmentation information, can take you a long ways toward the message you need.

Facebook Questions – Sampling

May 1, 2011 § Leave a comment

Assuming we can get past the user experience with questions, exactly who do the responses represent? The questions are viral and I like that feature a bit because I can always pull a representative sample from the total. The only problem is that Facebook’s interface with website doesn’t work for some of the demographics even if respondents agree to let you see their information. We have had trouble getting anything more than gender from Facebook. Other stuff that would be useful to our clients when drawing a sample…

  • Age
  • Location (at least country)
  • Social graphics such as number of friends, activities, etc.

Facebook Questions – User Experience

May 1, 2011 § 1 Comment

I tried Questions a few days ago and wanted to give myself a little time to think before responding. It seems like a good step on the surface but it seems like market research issues are always in the details.

Facebook limits me to 10 answers which cuts out my favorit eleven-point scale (zero to ten). That is not even the bad news. The user experience is probably something that most researchers won’t like.

My test using a ten-point scale only showed part of the question on my wall and only three of the ten answers showed. I think that is a problem when we want to get responses from people based on their initial response. Questions require respondents to do something before they can even read the entire question or see the entire answer list. I’m just not comfortable with those results. How do you feel about that?

Your Social Network Likes To Answer Questions

March 23, 2011 § Leave a comment

A couple of weeks ago we looked at some of the largest Facebook pages to see how administrators are using them for their brands.

This week we developed some simple stats to see how the type of post affects engagement. We started with posts from each page that were at least 24 hours old and looked for the number of comments and the number of likes as indications of engagement. Finally we divided the total of comments and likes by the total number of members of the page to get an engagement percentage.

We also classified each post by type (question, promo, etc.). For this analysis we just compare engagement percentages for questions versus all other types of posts.

Is anybody surprised that engagement seems to be much higher for posts that ask the community to answer a question? Engagement rates were less than 1% for all of the posts we tested. Here are the engagement percentages for the ten pages we looked at…

  • .04% for non-question posts
  • .10% for question posts

Just for comparison purposes, we checked a page that we know gets good engagement – mint.com’s Facebook page at http://www.facebook.com/mint and find that they get .09% engagement from questions that they post quite frequently. Despite the low numbers, it looks like questions get about two times as much participation as other types of Facebook posts.

What is your page’s engagement percentage? Which types of questions get the best response?