How to Design and Administer a Thorough User Opinion Survey

Spread the love

All businesses have customers, and all customers have opinions. Good opinions and bad opinions, to be sure, but opinions that you need to know about and understand to develop new products, price your products and services appropriately, develop a loyal customer base, and create meaningful experiences for your customers. It might be easier for a one-location service business to gather their customers’ opinions, but for larger businesses or businesses with geographically dispersed customers, an Infosurv Research customer opinion survey is the way to go. We have years of experience conducting reliable surveys that collect actionable information for businesses to drive improved customer relationships.

While there is some disagreement about which metrics are the most important for organizations to monitor to ensure business success, Customer Satisfaction appears on nearly every “Top 5 Metrics” list. Because customer satisfaction impact profitability, brand strength, ease of new product introduction and so many other aspects of your business, conducting regular measurement of your customer satisfaction levels yields critical management information. Read more about customer satisfaction surveys

Customer Opinion Survey Design

At Infosurv Research, the customer opinion survey process begins with the questionnaire. Infosurv includes questionnaire design consultation services in all client projects, and reviews all survey instruments for customer opinion to assure validity, reliability, and bias reduction. Applying our years of customer research experience and expertise, Infosurv Research makes sure your questionnaire is a highly relevant survey instrument that will yield sound and valid conclusions while achieving a deeper understanding of your customers. There are three ways to achieve this questionnaire:

  • One of our experienced professional marketing research consultants can work interactively with you to create a customer opinion questionnaire “from scratch” tailored specifically to your information needs and strategic objectives.
  • We can use your existing survey and prepare it to be administered to your customers.
  • We can begin with one of our professionally-designed customer opinion survey templates and then work interactively with you to customize the survey to your specific needs.

While most customer opinion surveys are administered online, we can also administer the questionnaire by telephone, onsite computer kiosk, paper or mobile, or using multiple modalities, in order to achieve the highest possible response rate.

Our in-house research shows that customer attitudes are a better predictor of future customer behavior than past behavior. Our customer opinion questionnaires are specifically designed to accurately measure attitudes that affect real business metrics, such customer retention rates and turnover. Our standard customer opinion surveys cover nearly every facet of the customer experience, including:

  • Overall satisfaction
  • Product and factor level satisfaction
  • Importance vs. satisfaction
  • Timeliness of delivery
  • Customer service process satisfaction
  • Returns and exchange process satisfaction
  • Customer experience evaluation
  • Interest in new potential products and services

In addition to questions assessing customer attitudes and experience, Infosurv Research is committed to helping you get the optimal business intelligence from every project. To do this, we also often include questions that help you tap into your customers’ knowledge of competition and other areas of your business, such as:

  • Brand perceptions and consistent delivery
  • Customer issues, opportunities and information needs
  • Competitive intelligence

Infosurv Research utilizes rigorous research methodologies to ensure the reliability and effectiveness of all of our customer motivation surveys. Various technically advanced features can be built into our online surveys to ensure smoother operation and more complete survey results. Infosurv Research uses page-level branching logic to ensure respondents see only relevant items, response verification to ensure all required questions are completed, and a save-and-resume feature to allow users to save and later resume a partially completed survey.

For more detail regarding our customer motivation survey design services that we offer, please contact us.

Customer Opinion Survey Administration

Once the customer opinion survey is designed, Infosurv Research will consult with you to determine the best security level, incentives, deadlines, and respondent notification method for your particular project. We will help you with every decision along the way, applying our experience and expertise to make the process as easy and stress-free as possible.

Data security is a key concern with customer surveys. Infosurv has developed proprietary methods to protect the security of your customer opinion survey while maintaining respondent anonymity. Using our unique Personal Access Code (PAC) system, we can virtually guarantee against duplicate or unauthorized responses while maintaining 100% respondent anonymity. Infosurv Research protects customer anonymity by stripping response data of all identifying information (including Personal Access Codes) before passing the survey results to you.

Over the years, we’ve identified several techniques to maximize survey response rates and effectiveness. For online customer opinion surveys, we send a personalized email invitation to each customer with simple directions how to access and complete the survey. Infosurv Research embeds each survey link with customers’ unique Personal Access Code (PAC) and/or demographic data. This means that when the customer clicks on their link to access the survey, we can automatically identify them, validate their responses, and even assign them to a specific demographic subgroup for analysis. In order to maximize survey response rates, Infosurv Research also sends personalized email reminders to customers who have not yet completed the survey to encourage their participation.

Clients can track the results of their survey in real-time throughout the survey administration period. Our secure, real-time, 24/7 reports menu allows clients to login via a secure link and obtain their current survey response rate, review preliminary results, and even download an updated raw data file.

For more detail regarding these and other unique survey administration services and technical features that we offer, please give us a call or send an email to [email protected].

Customer Opinion Survey Analysis

Customer opinion survey results data is useless without insightful analysis. Our in-house data analysis staff and senior marketing research consultants are trained to turn your raw survey responses into meaningful and actionable conclusions shown to impact positively real business metrics. Obviously, customer opinion survey results should improve customer satisfaction and loyalty. However, the satisfaction of your customers also directly impacts your business in terms of your ability to maintain your brand position, introduce new products, and fend off competition.

We offer a range of survey analysis packages to match every need and budget:

  • Our standard analysis reports are designed to provide a variety of statistical, graphical and verbatim results summaries, all “cut” by relevant respondent subgroups.
  • For clients requiring a more robust analysis solution, we offer the professionally-designed, customized Infosurv Research Insights Report. This report includes a number of proprietary analysis features and can also provide survey benchmarking against normative data
  • Infosurv Research also offers a variety of custom analysis solutions including banner reports, custom Excel spreadsheet reports, significance testing, manual coding of qualitative responses, and other special requests to meet each client’s needs.

For more detail regarding the various analysis packages that we offer, please give us a call or send an email to [email protected].

Download Our Customer Research Services Brochure


* These fields are required.