On the other hand, your employees will take a survey seriously because they want to give you their feedback –not for a gift certificate and not for a “chance to win,” but because they are successful only if your business is successful.  How often do you hear, “no one listens,” “changes are made and no one asks my opinion,” … The value of DIY surveys with employees is in:

• Quantifiable/measurable feedback (no more squeaky wheel syndrome)
• Increasing employee satisfaction
• Reducing unnecessary employee turnover

Although there are some who believe employee satisfaction/engagement surveys are out of vogue during these recessionary times, the truth is they may be more important now than ever. Employee engagement leads to customer engagement.

So what’s the catch?  Well, let’s start with the big one. Sure, we’ll acknowledge that it is easier to write an open-end question than to close it up with a comprehensive series of pre-selected response options. However, on the back end, the analysis of those pages and pages of typo-filled “ramblings” can be overwhelming.  That being the case, we often see that businesses pay the least amount of attention to the verbatim feedback. Some don’t even download these responses so, you say, why ask it in the first place. That’s like paying $100 for a great meal at a restaurant and only eating the appetizer and salad – you’re missing the MEAT.

The second pitfall that will derail your employee survey efforts is in not acting on the data you received.  It is almost universal that when someone takes the time to share his/her opinions, he/she expects action – and why not?  In other words, the survey process does not end with a confidential little report, charts, and graphs.  If your employees do not receive quality feedback, your efforts will be written off as just another management ploy. Feedback is best distributed in terms of the “take actions” vs. the “outliers.”  Outliers are the one-sie/two-sie responses – the opinions of the few. This is a valuable differentiator because if an employee knows he/she is an outlier and would have to look long and hard to find someone who shares the same opinion (particularly a negative one), he/she might just let go and engage in more productive behaviors.

If you need help or advice developing your online employee surveys, give us a call. It’s what we’ve been doing for 20 years. 

Contact Patty Vaughan, (719) 265-9198.

That’s why it’s more important than ever to train your research staff to listen.  In answer to this survey question about inpatient hospital stays, “What could be improved?”  the respondent stated, “I need to be able to sleep.”  The researcher, instead of moving on to the next question, asked, “What would help you be able to get better rest while in the hospital?”  The answer?  “Well, maybe they could stop coming in to weigh me at 5:00 AM!”  THAT’S specific feedback and actionable information!

Effective listening skills are essential in market research and these 8 tips cover the bases:

1)  Repeat what is said to you

2)  Write it down

3)  Maintain eye contact (this is vital in focus group research)

4)  Avoid distractions

5) Listen from the heart (and smile…people hear it in your voice!)

6)  Practice, practice, practice

7)  Mirror body language to show you are at ease

8)  Ask clarifying questions

 When it’s time to listen to your customers, your employees or even your competitors, our trained research staff helps you hear all the details.

Project Essentials, Inc.

Who Cares What People Think?    WE DO!

Many will say it is easier to recruit research participants if the client is identified (aware research).  That’s true, but nobody ever said easiest is always best.  Of course we all instruct the focus group hostess to inform participants to avoid discussions of the group topic in the waiting room.  But that doesn’t always happen. This can be especially devastating to the research results when the client is identified. Here are five proven reasons to consider a blind recruit for your next qualitative research project.

• Lobby discussions can bias your research results before you even start.  Imagine a situation where, in an effort to build rapport, one of your group participants tells of an “exceptional” experience he/she has had with your company. By definition, an “exceptional” experience will not be encountered by all.  Whether the experience was good or bad, it WILL change the way others respond by coloring perceptions outside the scope of the research.

• You’re looking for true feedback, not rainbows and bluebirds.  We’ve all heard respondents apologize and even seen a flinch or two before a negative thought is expressed.  That’s when you know you’re hearing helpful information.  If respondents “know” the research sponsor, they naturally hold back from criticism and you leave with less actionable information.

• In the real environment, customers have choices of where to make their purchases.  Everyone understands the focus group environment is naturally artificial.  No need to add more artificiality by “pretending” your company is the only place to purchase comparable products.  Once identified, the research sponsor takes on an artificial positioning as the top brand.  Blind research allows you to see where your brand truly falls in the customer’s potential purchase set.

• Over-achievers are still doing homework.  Unless you specifically design a homework assignment (and this is a great idea), you run the risk in “aware” research that one or more over-achievers will research your company so they’ll be perceived as knowledgeable participants. You want feedback from your typical customers, not from someone who has prepared and built an unrealistic knowledge base.

• Finally, “aware” research gives the advantage to the moderator.  After moderating groups for years, we’ve learned that there is a valuable “ah ha” moment when the research sponsor is identified.  It comes in the body language and the first words people say. By carefully placing sponsor identification in the session, you get a true picture of your brand and your competitors while still leaving time for the moderator to drill in on factors that require identification. 

1)  Competition is fierce in today’s economy!  Your competitors are working hard to gain any advantage, you need to do the same.   Monitor customer satisfaction or survey your clients to determine where they feel you are adding value.  It’s all about value these days…so find out where you can shine and then get the word out!

2)  Think future bottom line!  An investment today in market research will pay dividends down the road.  Whether you’re looking for a new location to open a store, designing a new product, or preparing an ad campaign, testing the concept with consumers will save headaches and aid in strategic planning.

3)  Brainstorming works!  There is nothing like the energy of a brainstorming session.  This can be done with employees, with customers, with potential customers…even with former customers.  Creativity is high and ideas flow.  Expert moderators can keep the group on track without squelching the group’s productivity.

You may be tempted to let market research fall by the wayside in tough economic times.  A well-planned research program, whether in-house or outsourced is essential.