When you’re in business with thousands of customers, it’s not always easy to decipher exactly what they want. The more feedback you get, even when it is in their own words, the more confusing, contradictory or complex it can seem.
“It is a riddle, wrapped in a mystery, inside an enigma; but perhaps there is a key.” – Sir Winston Churchill
Yet the key IS in their own words, if you are able to collect, categorize, cross-tabulate and visualize in a way that allows you to identify insights, make decisions and take action.
The Q3/Q4 edition of the GreenBook Research Industry Trends Report highlights the importance of drawing customer insights from their own words.
“Finding the Story in the Data” is the #1 most important leadership & research focused training programs as ranked by respondents. ‘Data by the pound’ has long been rejected and unlocking the essence of the information is now a mandate. (See 2016 Q3/Q4 GRIT Report p. 35)
The #1 source in which respondents reported planned increases is “Integrated Data Sets,” an affirmation that insights are best drawn from the intersection of information. Structured and Unstructured, demographics and verbatim comments in their own words – it’s not one, it’s all, so finding better ways to put it all together and make sense of it will become more and more critical. (See Executive Summary, page 5)
The report itself, addressing insights from two distinct groups (corporate researchers, and research providers), demonstrates the power and precision of analyzing the data for insights by segment and sentiment. (See “Corporate Researcher’s Wish List,” page 60)
Stay tuned for more observations from the latest GRIT Report, and in the meantime, we hope you’ll take a look to pull out the insights that mean the most to you.
As always, we invite you to visit/follow us on LinkedIn to share your comments and questions.
In addition to Ascribe Surveys with Google powered sampling, we provide seamless integration with all of the top survey platforms to pull your data into our cloud-based platform to begin extracting actionable insights immediately.Find out how you can get access