Joe Stanganelli

E-Chat Today: Tedious Questions & Other Potential Survey Killers

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Joe Stanganelli
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Re: tax filing survey
Joe Stanganelli   2/6/2012 12:44:54 PM
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Hi, Shawn.

The context of this advice comes specifically for small business owners.  People doing business with you as a small business -- where they probably deal with you, as the head of the company, personally -- are probably more likely to indulge

Of course, the advice could hold for larger operations as well.  In any case, one to three simple, straightforward questions is unlikely to alienate many.

Shawn Hessinger
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Re: tax filing survey
Shawn Hessinger   2/6/2012 12:38:11 PM
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Hi Joe,

So this is essentially a survey as marketing, then? I have to say, no matter what some may think of it, this seems like a no-brainer and kind of a necessary tool for expanding a customer base. Or do you think it has the potentisl to alienate existing clients and, if so, is it worth that risk?

Joe Stanganelli
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Re: tax filing survey
Joe Stanganelli   2/6/2012 12:23:53 PM
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Of course, it depends upon who's doing the referring.  A substantial chunk of my referral business in the early days of my law practice was PITA clients who I wasted time and money on.

The point is well taken, however, and many professionals advise sending such a survey to your clients specifically to get your clients to give you referral business (and indicate to you which clients to target for these purposes).

Michelle
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tax filing survey
Michelle   2/6/2012 8:55:40 AM
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Do any of you use TurboTax? We filed over the weekend. At the end of our hour+ endevour we were greeted with a short net promoter survey. These surveys are short and deliver results by asking how likely your customer is willing to recommend your product/service. Depending on the initial response you follow up with a single comment box to find out why they chose that rating. Who doesn't prefer word of mouth referrals over the expense of customer aquisition from other methods?

Shawn Hessinger
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Re: Self-fulfilling prophecy
Shawn Hessinger   2/3/2012 10:40:25 PM
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Hi Seth,

Just curious. Getting back to Joe's post above, what recommendations would you make to be sure your survey is relevant and useful.

SethBreedlove
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Re: Self-fulfilling prophecy
SethBreedlove   2/2/2012 10:56:26 PM
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I honestly don't know, but I have not yet seen it on the market (Here in California) and it has been two years. However, I don't know what the development cycle for that industry is. 

If our report helped to kill it, I feel bad, but not as bad as they would for producing a phone that wasn't liked.   

Michelle
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Re: Self-fulfilling prophecy
Michelle   2/2/2012 10:31:32 PM
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Did that end well? Were the dismal results accepted and the phone redesigned?

SethBreedlove
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Re: Self-fulfilling prophecy
SethBreedlove   2/2/2012 6:20:32 PM
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If that was recent, I don't find it surprising. For the past couple of years a lot of research has been flat. But if those are the results, those are the results. 

My former classmates and I did a research project  for a professor and a collegue that was designing a new cell phone .  While it was a beautiful phone, 100% percent of the focus group  found the applications confusing and not user friendly.  (How Americans are used to having a phone set up is quite different than an European. He was upset over the results and took the results personally.  But I told him if I measure the temperature and it's 76 degrees outside and everyone else measures it at 76 degrees, don't get mad at me. 

BethSchultz
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Re: Self-fulfilling prophecy
BethSchultz   2/2/2012 5:42:11 PM
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Seth, a big part of the problem was that this was an annual survey -- on IT salaries -- and there was just so little change year to year that we struggled to find compelling results. Each year we built in a new set of questions aimed at freshening up the survey and providing new insight, but those results were hit or miss, too. 

SethBreedlove
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Data Doctor
Re: Self-fulfilling prophecy
SethBreedlove   2/2/2012 5:37:05 PM
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@ Beth - Do you have an insight on why that happened? Was it the survey, or the problem it was to solve not defined?

 

Then there are times when data gives poor results.  We have to remember if a survey has 95% certainty, a great number, that's still a 5% chance its wrong. Sometimes one can do everything right, but still fail. 

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