Would Your Survey Responses Change if They Were a Game Instead of a Check Box?

I’ve already written about Jane McGonical in a previous article.  She’s the author of “Reality is Broken” a new book about how to use our love of gaming to save the world.  On her new web site, she says that her mission in life is to see a game designer nominated for a Nobel Prize.  Let’s wait and see — it just might be her.

The really wonderful thing about this book is that it keeps you thinking long after you’ve closed the last page.  McGonigal has done such a great job of steadily spreading her message and rounding up grass roots support that more and more people are at least considering the possibility that playing games is NOT necessarily a waste of time.  Instead, it’s an opportunity to create something.

I ran into this Gaming Infographic this morning and thought I’d share it with you:

At each step of this graphic you can ask yourself in what ways can we leverage gaming for good?

I was most impressed by the idea that nearly 50% of the parents surveyed played video games with their kids at least weekly.  This made me wonder about the interesting conversations that have the possibility of taking place depending on the game being played.  Granted playing Mario Galaxy may not engender as deep a conversation as Zelda or even SimCity, but think of the possibilities?

What are the possibilities for surveys or feedback conversations?

It’s amazing what opens up as a possibility when you re-frame games from a waste of time to something productive. For example answering a question about what decision we MIGHT make is a completely different experience than actually making that decision within the context of a gaming challenge.  I’m already imagining survey games that take people through a grocery store with limits on money and time and having play the game.

Or what about purchasing a vehicle and taking it for a test drive?

Think about any purchasing and decision making opportunity see the ways in which creating a game out of it could potentially alter your decisions.

Watch this trend and see how surveys will change in the process.  If you’re in the survey business, start thinking about ways to more closely mimic the decision experience for your respondents.

For the time being, we’ll be seeing surveys in much the same way as we always have.  But keep a look out for sliding scales and smiley faces.  These will morph into more fun interactive question experiences and don’t be surprised if you find yourself being part of a panel community of shoppers in a virtual world, spending, choosing and experiencing the product you use virtually.

How Will Gaming Influence the Survey Experience

The survey experience has the potential to really be “on the move”.  We can take surveys on our mobile devices and that really has the potential to lighten the experience.

To make surveys more mobile, we’ve started thinking about them differently, making them shorter, making them more interactive (as in being able to take pictures of our environment with SurveySwipe) and finally, maybe making them more interactive and fun!

On the SurveyAnalytics blog, we’re exploring the ways in which the action of clicking on box on an online survey is a different experience from actually being in a “game like” environment where you are moving through space and making decisions.

There’s also a Gaming Infographic featured on the blog that goes through some amazing statistics that are really fun to think about as we go about the business of creating feedback.

In what ways can you see surveys morphing and changing?

How Will Gaming Influence the Survey Experience

The survey experience has the potential to really be “on the move”.  We can take surveys on our mobile devices and that really has the potential to lighten the experience.

To make surveys more mobile, we’ve started thinking about them differently, making them shorter, making them more interactive (as in being able to take pictures of our environment with SurveySwipe) and finally, maybe making them more interactive and fun!

On the SurveyAnalytics blog, we’re exploring the ways in which the action of clicking on box on an online survey is a different experience from actually being in a “game like” environment where you are moving through space and making decisions.

There’s also a Gaming Infographic featured on the blog that goes through some amazing statistics that are really fun to think about as we go about the business of creating feedback.

In what ways can you see surveys morphing and changing?

Can an iPad and a Mobile Survey App Replace Your Trade Show Lead Form?

There is now another great way to get the most out of attending your industry trade show — build a lead list and industry panel and a relationship all at the same time when you use the SurveySwipe / SurveyPocket apps with an iPad.

How is a Lead Generation Form Like a Survey?

A trade show lead generation form is really nothing more than a survey profile.  When you collect the respondent’s contact information, you’re collecting extremely important information that, up until now, was only used for the purpose of generating a new sale.  And if that sale didn’t happen during the current selling cycle, chances are the lead was lost for good.  I suppose you could call it “scrap” and scrap is waste and waste eats away at profitability.

It’s no secret that a warm lead is much more likely to buy than a cold one and when you capture trade show attendees information as part of a survey you’re creating warm leads.  These are now people with whom you can have conversations about your products, services and industry.

And you can also use the information that they share with you during the show to develop new products, services and even competitive benchmarks.

In other words, what makes your lead generation form like a survey is what you’re able to do with the information once you’ve collected it.

At your next trade show, consider investing in a series of iPads that your trade show staff carries around with them — even away from the booth.  It will allow them to grab leads and survey responses from trade show attendees.

Building an Advisory Panel 

Another recommendation is to make sure that you ask your respondents if they would like to participate as part of your industry feedback advisory panel.  This will give them the opportunity to earn incentives as well as to have an insider’s input into the creation and improvement of the products and services they already use.

Participating in an advisory panel is easier now than ever before.  Advisory panel surveys have gone mobile – and this is a HUGE improvement.  Not many people are at their desks, but just about all of us are permanently attached to our mobile devices.

Since panel surveys can be completed within 30 seconds or a minute, your panel respondents will be more likely to participate and give you the valuable information that you need.

What’s New on SurveyAnalytics: Recording and Slides Now Available


Thank you to all who attended “What’s New on SurveyAnalytics.” This was a 30 minute presentation on new tools currently available for all clients to use. If you missed the webinar you can view slides & recording here. If you have questions, contact your account manager & we will follow up with you.

Results of the Presidential Job Index Survey (week ending 5/27/2011)


Quick update on the results for the presidential job index survey. As a reminder this is a weekly survey that we conduct and we publish the results for the survey every Friday. To participate in this week’s survey, please download the SurveySwipe application and take the survey dated 5/27/2011.

Remember, you get points that you can redeem for various rewards when you take our surveys. We have already distributed several paid apps like Angry Birds for free.

Highlights

  • Over 800 respondents took the survey.
  • 55% of the respondents think that approve of the job that President Obama is doing.
  • Respondents included 25% Democrats, 20% Republicans, 28% independents and 24% didn’t want to associate with a party.
You can view the charts here or directly on your phone.  

What’s New On SurveyAnalytics: Recording & Slides Now Available


Thank you to all who attended “What’s New on SurveyAnalytics.” This was a 30 minute presentation on new tools currently available for all clients to use. If you missed the webinar you can view slides & recording here. If you have questions, contact your account manager & we will follow up with you.

People Connect Around “Social Objects” Not “Likes”, “Tweets” or Survey Responses

I wanted to share one of my morning reads with you today.  It’s a deeply insightful rant about “social objects‘ by Hugh McLeod, a cartoonist, author and frequent Twitterer (@gapingvoid).  You may not recognize the name, but you’ve probably seen these fun cartoons and drawings around the web — yeah — that’s HIM

A “social object is the reason two people are talking to each other”  says Hugh McLeod.  It’s the subject of the conversation, it’s the exchange of thoughts and ideas about a particular object.

I’m bringing this up because the rise of social media and technology has drawn our attention away from the actual subject of the conversation and has us occupied instead with things we can “count” such as Likes or Tweets or maybe even responses — as if THOSE things matter.  And they don’t.  What matters is the topic of the conversation and the actions we choose to take around that particular topic.

What’s The Social Object Around Your Survey?

This really got me thinking about how we’ve seemed to approach the feedback process.  Today, there are so many opportunities to expand the conversation around the topic of the survey rather than just look at the answers and count the responses — we can actually have a conversation!

How to Convert Surveys Into Conversations

If you haven’t considered it yet, think about the ways that you can interconnect the various tools we have available here at Survey Analytics.  For example, you can start a bunch of little conversations by running a poll on MicroPoll.  You can then take what you learn there and create a viral survey using Facebook Connect.  Finally, you can even combine a series of MicroPoll surveys into a a single SurveySwipe mobile survey that you can push out to our panel or a panel that you’ve created.

Regardless of the ways in which you choose to expand the conversation — just do that.  Don’t let the survey be the only place where you collect feedback.  See it as an additional ingredient to expand the conversation.

The Marketers Guide to an ISO-Ready Customer Satisfaction Survey That Actually Improve Your Sales

If you’re an industrial business that has to comply with ISO 9001 or any other derivative of an international manufacturing standard such as TS 16949 for those supplying the automotive industry or maybe GMP for those supplying pharmaceuticals and healthcare, then running an annual  customer satisfaction survey is a condition of doing business in your industry.

Any international manufacturing certification (such as ISO 9001, TS 16949 or GMP) requires regular customer satisfaction surveys and they also require that those survey results drive the improvements in the business.  And it’s not just the ISO folks that require it.  Companies who are applying for quality awards such as the Malcolm Baldridge Award also require a robust customer satisfaction survey process that yields results that actually improve the business system.

Criteria for a Valid Customer Satisfaction Survey for ISO Certification

Well — there isn’t any specific criteria.  ISO 9001 won’t tell you HOW to do your customer satisfaction survey, but they will tell you what you should be able to do with the results:

  • Determine how well you’ve performed with your customers
  • Figure out what unmet needs your customers have that you can deliver
  • Generate ideas for new products or services
  • Identify new opportunities
Don’t let this be an excuse to just create any old customer satisfaction survey.  Because it will come back to bite you in the end.  Use the freedom that the ISO standard allows to create a customer satisfaction survey that achieves all these points and then some.  
Setting Objectives for Your Survey

The good news is that the standard has actually set some general objectives that you can use as a baseline or guideline to get you started.  Your job would be to put some specifics behind those objectives.

WARNING – make your objectives as specific as possible.  You can’t put an improvement team on the task to improve something general such as “overall satisfaction” if you don’t know what specific elements are behind that.

Creating Customer Satisfaction Survey Questions That Meet Objectives and Drive ISO Improvement Measures

The first objective is to Determine how well you’re meeting customers expectations.  Simply asking the question as “Rate how well has (COMPANY X) meet your expectations– on a scale of 1-10.  Will give you nothing but garbage.  Say the results came back as having an average rating of 5.8 out of 10 in meeting your customer’s expectations.  What changes would you put in place to increase that score?  You don’t know because you didn’t ask that.  You asked a general question about their expectations instead of a specific one.

The way to solve this problem is by using an Importance/Satisfaction style question.  Create a list of attributes that are important to your customer  (such as having a real person answer the phone)  then have them rate how important that is to them and then have them rate their level of satisfaction with YOUR company.

And here’s a nice little twist you can do.  Use the Loop function and ask them what other alternatives they use, and have them rate YOUR competitors’ performance as well.

These results are GOLDEN and will yield a chart that will show you exactly what’s important to your customer and to what degree you and the competition are meeting those expectations.  Not only THAT, but it will also attack that other objectives of identifying new opportunities, finding unmet needs as well as generating new product and service ideas!  All of that accomplished with just one series of questions.

Net Promoter Score is JUST as Relevant to Industrial Customers

Industrial consumers are people too.  They are not robots, they speak, they send email, they hang on Facebook, LinkedIn Groups, Twitter and use the same products and services that regular consumers do.  Just because they work for an organization that sells heavy duty machinery or some kind of widget doesn’t mean that they leave their human-ness at the door.

That said — industrial purchasers actually talk to each other and refer the companies, products and services that they use.  In fact, in my research I’ve discovered that many loyal supplier relationships are formed via referral.  And if you’ve ever seen industrial web sites, you’d notice that search engine optimization and marketing savvy aren’t exactly what attracts customers — it’s word of mouth.

In every customer satisfaction survey that you do — include the Net Promoter Score question.  “How likely are you to refer (COMPANY X) to a friend or a colleague?”  Notice that I’ve adjusted the question to read “colleague” instead of family member .  I did this because so many of my clients don’t like to use “family member” for industrial products.  Of course, I disagree with this approach.  I think that using the term “family member” actually connotes a certain level of goodwill.  You would NEVER refer something to a friend or family member that you didn’t think was in their best interest.  To me, it connotes a higher level of trust.  But use your judgement and the phrase that works best for your industry.

A word of warning about NPS.  Just because it’s called the “Ultimate Question” and is said to be the only question you’d ever need.  Don’t use it alone — like other general questions, it doesn’t give anyone in your organizations any specifics to work on.  It’s just an index for gaging improvement.

Find Out What’s New At SurveyAnalytics

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Find Out What’s New At SurveyAnalytics

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Join us on Thursday May 26th at 9:30 AM PST as we showcase fun new product offerings available from SurveyAnalytics. If you’ve seen some new items and wonder what they are, this is a great forum to satisfy your curiosity! Dedicated exclusively for existing clients, this session will allow you to view what’s available from SurveyAnalytics and think about expansion opportunities to your current research strategy in the near future.

New tools we will be showcasing include:

-SurveyPocket: The first offline and online mobile field research app for iPad/iPhone.

-MicroPanel: Creating your own communities just got easier than ever.

-New features and aesthetics added to SurveyAnalytics to enhance the respondent experience.

We will then open up a time for a Q&A session and also include an opportunity for you, the user, to make suggestions and have other users vote on them. In fact you can start this right now!

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The SurveyAnalytics Team