Conducting a customer or employee survey sounds simple enough, but the questions are often written and answers analyzed with limited understanding of the way people interact and form relationships with organizations. Organizational psychologists are trained and have the skills to write survey questions and interpret the results in a way that provides actionable insight.
Survey questions must be carefully written to ensure that each one elicits the respondents’ attitudes, opinions, and beliefs without imposing any bias on the responses.
The sample size must be large enough to provide statistically significant results that represent the views of the entire population being surveyed, and care must be taken to ensure that the sample fairly represents the makeup of the population without any bias toward a specific characteristic or demographic. Example: if the population under study includes both males and females, the results must include enough responses from each gender to be valid; otherwise, any results and conclusions might be skewed.
Once the survey results are in, they require analysis to provide actionable insight. For example, customer surveys might include responses that lead to the conclusion that customers’ highest priority is price. However, other questions might provide insight into features or services that customers value at least as much as the price. Understanding what the customer truly wants by analyzing the entire data set allows the company to provide products and services that customers value the most, without necessarily charging the lowest price.
- Survey questions designed to elicit insight, not just information
- Differentiated responses that cover the full range of possibilities
- Rapid quantitative and qualitative analysis of results
- An action plan for success
Survey data is complex. Skill and experience are required to ensure that the survey data provides actionable insights.