FAQ

Burning question - what do you REALLY want to know?
Project team - who will be affected by customer feedback actions? Get them involved from the start.
Who to survey - determine which customers, and possibly which competitor customers to include in the survey. Unless your customer segments are small, it is normally helpful to survey a random sample of 300 to 400 customers to ensure statistically significant results.

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What's the best survey research methodology to use?

Surveys are done by telephone, mail, Internet, e-mail and in-person. Each method has its own strengths and weaknesses and different cost structures. The best method is the one your customers will respond to in a cost effective and statistically valid or useful manner. Consider how you typically interact with your customers, how they prefer interacting with your company, and the resources you have available. Most research companies (including us) will work with you to select the best method for your situation.

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How can we be sure to get a good Return on Investment from customer research?

Too much research spends its life on a shelf in someone's office rather than being used to create customer-focused improvements. The primary reason this happens is the organization does not have a process in place for using the research data. Without action there is little or no ROI.

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Some companies measure customer feedback but still have marginal products and services? Why is this?

Customer surveys can reveal what needs to be done, but successful action is still required. As noted in the previous answer above, a process must be in place that facilitates product, service or brand improvements, based on findings of the survey.

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What if I don't know anything about statistics?

Be sure your market research company is versed in the requirements of sampling theory and research methodology. A lot of surveys are done, especially on the Internet, that do not meet proper sampling requirements.

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What is the typical cost for a customer survey project?

Costs vary significantly based on research methodology, sample size, questionnaire length and other factors. When working with a research company, costs can typically range from a few thousand dollars (US) to six figures. Market research companies usually provide free estimates.

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