You’ve put lots of time and effort into crafting a great survey, now you need to get the most out of the results that have come back. If you’re unsure how to surface the insights that matter the most, take a look at the questions below which should steer you in the right direction, and help you identify trends in your data:
What was the goal of this research?
What were you trying to understand about the market? If you, or the team you’re working on behalf of, had key questions going into the project, write them down and identify the distinct goals the research was attempting to reach.
For example, the basic goals of your brand tracker survey might be: quantify the growing or shrinking unprompted recall advantage your brand has over competitor A compared to last quarter; record ROI for this quarter’s brand-building advertising campaign; identify the words consumers associate with your brand.
Which of the questions address each goal of the research?
Once you’ve identified the goals, notice which of the questions you asked contribute to each. Then look into the answers to those questions; what are the popular and unpopular answers to each question?
Look for trends in the responses; answers that are higher or lower than expected, or that have changed noticeably from the last time the research was conducted (if you’re running a longitudinal study - several of the same survey sent over time to track changes in results).
What hypotheses do I have?
Think back to the start of the project and recall your initial hypotheses. Does the data support or refute them? Do you have answers, or do you perhaps need to do more digging into an alternative hypothesis using a new survey?
Are there other questions that can contribute to my fact-finding mission?
Use Attest’s in-platform answer filters to uncover whether responding to one question a certain way has an impact on the results of the questions for your goal.
For example, you might uncover that a high proportion of those respondents who have a high purchase intent for your brand are more likely to associate your brand with certain words than the rest of the population. Apply a filter to find associations in the data and uncover even deeper trends.
What do different demographic groups think?
Filter directly in the Attest results dashboard by any demographic or group of demographics. You can easily pinpoint the groups that over- or under-index compared to the rest of the sample. Use these results to add further evidence for your trends, or highlight new ones in the data.
To directly compare demographic splits, you can create custom results breakdown tables in the Results breakdown tab and export these to Excel to really easily create graphs that show the nuances in your survey respondents.
What insights are tucked inside the open text responses?
While the Attest results dashboard surfaces instant percentages (& values) for responses to all other question types, open test questions require a little bit more digging. We’ve made it easy for you to search through your open text answers, though, and this article gives more information on how you can do this. You can create a Word cloud, look at grouped responses and search through open text answers looking for keywords or trends.
If you need any extra help uncovering the key insights within your results, our Customer Research Team are here to help. Get in contact with us via the in-platform live chat or contact your Customer Research Manager directly.