Survey research has been a strong staple since our launch in 2001. Good practice for successful survey research includes:
- Utilizing multivariate approaches that make the survey data more meaningful. Approaches like Regression Analysis and Discriminant analysis provide greater insight into relationships within the data. Regression is more effective at honing in on what drives importance than asking importance directly. Not to say that directly asking consumers is not effective but understanding the underlying and unspoken connections is valuable. Discriminant maps graphically depict meaningful differences among products.
- Developing engaging survey interfaces appropriate to an audience. In the consumer realm that might include ‘gamification” techniques like click and snap, scale sliders, audio cues, and brand images for clarity. For business respondents we may use spreadsheets, matrix tables, and adaptive conjoint. For complex concepts and messaging in unique industries, we embed curated video or audio stimuli developed by client, agency or production teams.
- Using an array of approaches to storytelling. Some examples are developing personas that bring segmentation results to life. Or using heat maps to illuminate specific copy or positioning text that most vividly engages audiences. Or using visual compilations to depict the consumer journey and decision junctions on the path.