So, you’ve sent out an online survey and the results are in. The first thing you need to do is analyse the results and present them in a format that is easy to digest so that patterns and trends are easily recognizable.
Understanding & Responding:
Next, you’ll need to think about how to respond to your participants. Thank respondents for their input and explain to them that their opinions have been considered, regardless of whether they are being implemented or not.
If results suggest that customers don’t like something (for example a new logo or product), then why not carry out another survey that focuses on changes to that logo, product or service?
Gather a few designs or ideas internally and then send them out (football teams have used this idea to allow their fans to choose a design for their new kit).
Keep a record and/or log of information and insights that your research efforts have helped you to gather and draw on them further down the line when faced with decisions beyond the parameters of the original research study.
Not only will this remove the need to ask the same people the same questions time and time again, but it will give your respondents a sense of value when they realize that their feedback hasn’t merely disappeared into a big black hole.
However, if you do feel that you need to ask a similar question a little further down the line, then it’s a nice touch to recall previously collected information when re asking. For example, ‘last time you told us that…., we want to know if anything has changed?’ – this will make you seem like a business that really has its finger on the pulse and a personalized question like this one is more likely to result in a well-considered response than if you simply asked the same question again without referencing a past response.