Ever wonder why political opinion polls can claim a margin of error of 3% when they survey only 1067 people out of an electorate of, say, 2 million?  1067 is a tiny percentage of 2 million – way less than 1% in fact.  So how is this possible?  For most people, such a low response rate (in percentage terms) would provoke a sceptical reaction. Response rates get a lot of attention when it comes to surveys.  Whether it’s a business conducting market research or an organisation conducting an online survey to gauge member satisfaction, the focus is … Continue reading

Posted on by Brendan

Recently, while travelling, I came across a customer satisfaction comment card for a hotel.  These cards were being left in guests’ rooms.  Besides questions about guests’ experiences, there were also some profiling questions.  One of these questions asked guests their age.  Such questions can be very useful.  For example, if a hotel is surprised that the satisfaction level among its younger guests is far higher than among retirees, then there is some underlying issue that they can aim to uncover. However, in this example, the lowest selectable age group was 25-34.  What about the under-25s?  What about … Continue reading

Posted on by Brendan

There has been a lot of talk recently about how it’s no longer enough to satisfy customers.  We’re told that we need to “delight” them.  If you are running an online survey to assess customer satisfaction you may well be looking to know how to delight your customers.  But be careful – you might be better off first finding out whether you’ve irritated them, whether you’ve let them down, whether you’ve ignored them.  Providing a smooth, hassle-free interaction in a responsive manner may be all they’re looking for from you.  And if you mess up on any of … Continue reading

Posted on by Brendan