How to read your members’ minds - Stephanie Beadell
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The document provides guidelines on utilizing surveys effectively, emphasizing the importance of question design, such as using a 5 or 7-point Likert scale and breaking down complex concepts into multiple questions. It also covers potential biases that could affect survey results, including order bias and leading questions, alongside suggestions for statistical analyses like correlation and regression. To enhance data quality and member satisfaction tracking, the document recommends systematic analysis methods as well as practical tips for survey implementation.
How to read your members’ minds - Stephanie Beadell
- 1. @stephbeadell (with surveys) How to Get into Your Members’ Heads
- 2. Stephanie Beadell VP of Marketing [email protected] @StephBeadell
- 5. Surveys are Powerful Tools
- 6. …unless the data is bad. @stephbeadell
- 7. Radically Improve Your Data
- 9. Typical Survey Question @stephbeadell Do you feel like part of our community?
- 10. Do you feel like part of our community? @stephbeadell Yes No I Don't Know
- 11. 1 @stephbeadell
- 12. Use a 5 or 7-point Scale @stephbeadell
- 13. A Better Question @stephbeadell I fit in with the community. Strongly Agree Strongly Disagree Neutral
- 14. I Fit in with the Community @stephbeadell 0 20 40 60 80 100 120 140 160 180 200 Strongly Disagree Disagree Neutral Agree Strongly Agree I Fit in with the Community Average: 3.67
- 15. “I Fit in with the Community” Score Over Time @stephbeadell 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 I Fit in with the Community
- 20. Likert Scale Question @stephbeadell I fit in with the community. Strongly Agree Strongly Disagree Neutral
- 21. Scoring the Answers @stephbeadell I fit in with the community. 1 2 3 4 5
- 22. Correlation Analysis & More @stephbeadell “Heavy forum users are more likely to be satisfied with their membership.” Satisfaction Frequency of Forum Visits Forum Usage vs. Satisfaction
- 23. Use a 5 or 7-point Scale When in Doubt: @stephbeadell
- 24. 2 @stephbeadell
- 25. @stephbeadell into multiple questions Break down Big Concepts
- 26. Typical Survey Question @stephbeadell Are you happy with the community?
- 27. … it could mean @stephbeadell Do you like the people in the community?
- 28. … it could mean @stephbeadell Does the community meet your needs?
- 29. … it could mean @stephbeadell Does being a member make you feel good?
- 31. Try this instead @stephbeadell 1. Being a member is valuable to my career. 2. I enjoy being a member. 3. The company cares about the community.
- 32. Report it Like This @stephbeadell 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Valuable to Career Enjoy Being Part Company Cares Member Happiness Survey Average Happiness Score: 11 out of 15
- 33. Track it Over Time @stephbeadell “Our team increased member happiness by 3 points this quarter.” 0 2 4 6 8 10 12 14 16 Month 1 Month 2 Month 3 Happiness
- 35. 3 @stephbeadell
- 36. Typical Survey Results @stephbeadell 0 20 40 60 80 100 120 140 160 180 200 Strongly Disagree Disagree Neutral Agree Strongly Agree I Fit in with the Community2. Freelancer Small Business Enterprise Business Size1.
- 38. Comparing Answers @stephbeadell EnterpriseSmall Business 0 10 20 30 40 50 60 70 80 I Fit in with the Community 0 10 20 30 40 50 60 70 80 I Fit in with the Community
- 39. Typical Survey Results @stephbeadell 0 20 40 60 80 100 120 140 160 180 200 Strongly Disagree Disagree Neutral Agree Strongly Agree I Fit in with the Community 2. Freelancer Small Business Enterprise Business Size1.
- 40. Comparing Answers @stephbeadell EnterpriseSmall Business 0 10 20 30 40 50 60 70 80 I Fit in with the Community 0 10 20 30 40 50 60 70 80 I Fit in with the Community
- 41. How to Do It in Excel: Pivot Tables @stephbeadell Export Raw Data
- 42. And in SurveyMonkey: Filter/Compare @stephbeadell Filter or Compare
- 43. @stephbeadell Plan segments in advance
- 44. Comparing Answers @stephbeadell Ask identifying questions
- 46. Use a 5 or 7-point Scale When in Doubt: @stephbeadell
- 49. How Not to Screw it Up
- 52. Bargh, Chen, and Burrows (1996) @stephbeadell Sentence Scramble Task Rude aggressively, bold, rude, bother, disturb, intrude, annoyingly, interrupt, audaciously, brazen, impolitely, infringe, obnoxious, aggravating, bluntly Polite honor, considerate, appreciate, patiently, cordially, yield, polite, cautiously, courteous, graciously, sensitively; discreetly, behaved, unobtrusively Neutral exercising, flawlessly; occasionally rapidly, gleefully, practiced, optimistically, successfully, normally, send, watches, encourages. gives, clears, prepares
- 53. Bargh, Chen, and Burrows (1996) @stephbeadell People who Interrupted After the Task Polite Neutral Rude
- 54. Introducing Bias: Priming @stephbeadell When are people prompted to take the survey?
- 56. Order Bias @stephbeadell How important is content marketing?
- 57. Order Bias @stephbeadell How important is content marketing? How much content marketing do you plan to do this year?
- 58. Solving Order Bias with Randomization @stephbeadell Question Randomization
- 59. Solving Order Bias with Randomization @stephbeadell Shuffle Question Order
- 61. Stone, Lynch, Sjomeling, and Darley (1999) @stephbeadell “natural athletic ability” “sports intelligence”
- 62. Inzlicht (2000) @stephbeadell Female Math Test Performance When Others Present 2 Women 2 Men
- 63. Solving for Stereotype Threat @stephbeadell Demographic data always goes at the end of a survey
- 65. Double-Barreled Question @stephbeadell Do you follow us on Facebook and Twitter?
- 67. Leading Question @stephbeadell Do you believe you deserve a higher salary?
- 68. A Better Way to Ask @stephbeadell Are you satisfied with your current salary?
- 69. Why People Lie
- 71. How to Handle Sensitive Information @stephbeadell Put tough questions toward the end of your survey
- 73. How to Prevent Information Overload @stephbeadell Limit the amount of questions in your survey
- 74. How to Prevent Information Overload @stephbeadell Avoid overwhelming tables
- 76. How to Prevent Boredom @stephbeadell Set Time Expectations “This survey will take about 5 minutes”
- 77. How to Prevent Boredom @stephbeadell Use a Progress Bar
- 80. Correlation Analysis @stephbeadell “Heavy forum users are more likely to be satisfied with their membership.” Satisfaction Frequency of Forum Visits Forum Usage vs. Satisfaction
- 81. Correlation Quick Tips @stephbeadell Use the CORREL() Function in Excel Scores range from -1.0 to 1.0
- 82. Correlation Quick Tips @stephbeadell at least a 0.3 to show correlation
- 84. Regression Analysis @stephbeadell Outcome Variable 1 Variable 2 Variable 3
- 85. Cluster Analysis @stephbeadell K-Means Cluster Analysis
- 86. Excel Analysis Toolpak Add-In @stephbeadell bit.ly/excelanalysistoolpak
- 88. Typical Survey Results @stephbeadell 0 20 40 60 80 100 120 140 160 180 200 Strongly Disagree Disagree Neutral Agree Strongly Agree I Fit in with the Community 2. Freelancer Small Business Enterprise Business Size1.
- 89. Comparing Answers @stephbeadell EnterpriseSmall Business 0 10 20 30 40 50 60 70 80 I Fit in with the Community 0 10 20 30 40 50 60 70 80 I Fit in with the Community
- 90. Thanks!