Checking in on Culturally Sensitive Topics

In the course of survey research several topics have developed a reputation for being ‘sensitive’. In short this means the topical areas are perceived to be just short of off limits by the culture we live in. Examples include cultural diversity, recreational drug use, sexual activity, alcohol use,...read more

Surprising and Delighting

To surprise and delight should be the goal of all marketers. As a philosophy it is bound to increase customer satisfaction and ultimately lead to increased customer retention and quite potentially enhanced profitability. I had such an experience at the grocery store recently. After agonizing over...read more

Whom to Invite to the Party?

Panels represent opinions waiting to be shared. The question of the day is who do we want to invite to the party? If your goal for 2012 is to create, manage and leverage a survey panel then careful thought needs to be given to deciding whose opinions are worth surveying. If you are involved in sales...read more

Key Questions in B2B Market Research

Survey development for consumer and B2B marketing shares a great deal of similarity. However, there are different constructs of importance for those in business to business marketing. This first in a series of posts will examine three areas of primary interest for the B2B marketer including:...read more

Net Promoter Score Survey Tip: Don't Ignore the Passives

Like it or not the Net Promoter Score (NPS) is around to stay. Consumer and B2B marketing researchers have argued that single-item measures such as NPS leave much to be desired from a reliability and validity point. On the other hand, executives like it because they can understand it without having...read more

5 Reasons Customer Satisfaction Surveys Stink

The sad truth is many satisfaction surveys are a waste of time. At best, they provide lip service to a best-practice ideal and at worst they provide misleading data that could lead your business astray. Make sure you flush these five main culprits out of the shadows on your quest for happy customers...read more

Win/Loss and Customer Retention Surveys

We win some, lose some and some are just rained out. This baseball analogy is applicable to marketing as well, as marketers today are being pressed to justify their spending habits across acquisition, retention, and brand development categories.The answers to why we win or lose a deal can be found...read more

Using Surveys in Your Integrated Marketing Campaign

While I was running on the treadmill this morning at my gym, I happen to notice there was a sign affixed to the top of the treadmill asking me to go online and submit my opinion in a customer satisfaction survey. Additionally, when I went online to the gym's website, the survey was a a featured item...read more

Hotel Guest Surveys: Choosing Survey Criteria

Customer satisfaction is key to creating loyal customers and a foundational base of adherents for your brand. This may be especially true of hotels, where business people and travelers will often choose hotels and then remain loyal to them because of their customer experience.One of the easiest ways...read more

ACSI Shows Need for Health Care Satisfaction Surveys

The American Consumer Satisfaction Index just released its numbers for a 2010 first quarter study of consumer satisfaction in America. This latest report shows some positive signs for many industries, including television service and cellular phone service. However, this report shows that one...read more
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