Time to Reassess Customer Satisfaction Tracking

Time to Reassess Customer Satisfaction Tracking

We’ve likely all been there.  Whether it’s after a customer service phone call, a visit to an automotive dealership or even a resort, a sales person or customer facing agent has subtly or directly encouraged you to respond to a pending customer satisfaction survey with the highest rating possible. And chances are, if we are kind […]

Survey-Experience Satisfaction Research

This is the ninth in a series of articles on the topic of Participant Engagement and Survey Experience Satisfaction. As we have discussed in previous posts, shorter, more entertaining surveys tend to be associated with greater participant satisfaction and willingness to respond to future survey invitations.  A common barrier to the goal of shorter surveys […]

Putting Emotion into the Equation

At The Market Research Event in Orlando, Aaron Reid and Stephen Springfield of Sentient Decision Science discussed the need for integrating affective measurement into market research to complement and strengthen calculative measurement. “We all know that reason alone can neither sufficiently explain nor predict behavior,” Stephen said. “We used to be told to ‘give a […]

The Myth of Margin of Error

Margin of error as popularly understood overstates the validity of research results in at least three key ways. First, those interpreting margin of error forget an important caveat. The results are estimates and typically vary within a narrow range around the actual value that would be calculated by completing a census of everyone in a […]

Online survey engagement is an oxymoron

My MRII colleague, Bill MacElroy, has put up a number of blog posts here over the last couple of months that explore recent thinking within MR about respondent engagement. It comes on the heels of the GRIT CPR REPORT (no, not that kind of CPR, although the metaphor may be apt) which is mostly a […]

Engagement Gamification: How to Play the Game

This is the sixth in a series of articles on the topic of Respondent Engagement and Respondent Survey Satisfaction. As we continue our exploration of respondent engagement, in this edition we’ll look at how games are introduced in the context of an online survey.  As we’ve mentioned in the past, the best game is one […]