How To Interpret Survey Results

When you want to know something about a group of people, the best thing to do is ask!  Surveys are a great way to find out what people want and what they are thinking.  However, survey results can get a little overwhelming when trying to interpret.  Interpreting survey results can be a bit tricky but we hope that we can help, a little anyway.  If you need more help interpreting your survey results check out Ascribe.

The very first thing that you need to do is ask the right questions.  Now, this may be easier said than done.  You may need to tweak and revise as you test this method, but that is okay.  This isn’t a race or anything.  Ensure they are short too, nobody has time to take pages and pages of survey questions.  First make a list of questions that you have, from that list, ask yourself these questions:

  • If this question going to give me some insight? Or is it an ego-boosting question?  You don’t want ego-boosting or curiosity to be a part of your survey.
  • Is there a way to simplify the questions and fine-tune it?
  • Is it possible to combine and simply more than one question?
  • Can this question be misinterpreted? Is there a simpler way to ask this question?

Do you see a common question in all of them?  Can you simplify it?  Remember, keeping your questions simple will keep your answers simple as well.

Interpreting Survey Results

When you ask open-ended questions, divide the group up into positive, negative and neutral responses.  Try to find a common ground for those that have a negative response.  Maybe you need to improve the instructions or something isn’t being understood properly which is leading to negativity.  If you can find things that are common in the negative reactions you might be able to fix it for the future.

Look for common phrases that are used in the responses as well.  These might be something simple as some keywords that you have never thought bout.  Keep a nice list of the negative responses and positive ones.  Ensure that you are not fixing something that isn’t broken and going after the key issues by keeping them separated.  When you have some common phrases rising from the surveys, use those keywords in your future surveys, if it makes more sense to your survey takers.  This means, speak their language.  Sometimes as marketers we get all wrapped up in marketing and forget the human element in it all.

Don’t just get caught up in survey results.  You need to look at the overall picture.  Sometimes the survey results are very mind-boggling.  However, if you take the time, you can probably figure out what they mean by it.  Things such as what pages, blogs or products that they like.  Be sure to take into account which pages, blogs or products are most popular as far as sales and readers.  If you have a hot selling product but that’s not everyone’s favorite, why is that?  It may be something as simple as your SEO for that product is really good, while the others don’t get that much exposure for sales.  This is a simple example but there are all kinds of real-life mind-boggling things that come from interpreting survey results.

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