Usefully compiled customer data is essential to running a successful sales or development business, and customer surveys will connect you directly to the most important data source: your customers themselves. While there are numerous ways to gain insights into consumer behavior, nothing reveals their motivations as directly as hearing it explained back to you in their own words.
Targeted customer surveys are one of the most reliable sources of qualitative customer data, but understanding the behavior behind those words goes beyond exhaustive data collection and requires dedicated analysis. Survey data analytics distills essential market data down into strong indications, and even predictors, of customer traits, bridging the gap between raw survey data and key actionable insights.
The more interactive a product is, the more important skillfully interpreted customer insights are to a company's growth and success. It reveals opportunities for more useful product features in the future and more effective customer outreach in the present.
Survey data analysis is a fast track to gaining key insights into your customers, such as:
Hobbies & interests
Needs & desires
Even when you can gain these insights in other ways, if you're using surveys at some point, it's usually easier to simply ask customers than to play detective.
Beyond a rock-solid strategy for compiling survey data, it's survey analysis that reveals the commonalities and key motivators of your consumer base. Without it, you're left reverse-engineering their behavior, at best—or making poorly educated guesses, at worst.
Choosing the right type of survey data helps researchers infer more about wider populations. To begin with, companies must select the method for acquiring survey data.
Generally, there are three direct survey collection methods:
You can also acquire survey data indirectly, such as from media reports, blog reviews, or spontaneous public discussions about your product or services. Often, the most affordable survey strategy is to weave your surveys into the most common customer touchpoints you already have.
This raises the question, what subject(s) will your survey data cover? Depending on which department's asking, your survey data may be crafted more in line with:
The buyer's journey
Customer support services
Challenges & pain points
Survey data can go beyond merely understanding customers. When sophisticated enough, survey data can actually help companies make accurate predictions about future responses to products or marketing campaigns.
The first step is deciding how to use surveys in your consumer outreach strategy. You'll know you're doing something right when you start wondering how you're going to manage large streams of brand-new, direct-source market data!
Enter survey data analysis software—which will do all the heavy lifting for you.
Streamlined survey data analysis software is important, as synthesizing large amounts of data into a unified view of your customers must be done with minimal distraction from daily business operations.
When you consolidate all your customer data in one place, key insights can be accessed and applied by any team and from almost any location. It automates survey collection and response analysis, allowing you to focus more on the customers' actual needs—not to mention your business—than on overly involved data-management duties.
The question is, which survey analysis platform is right for you?
containing integrated formulas, dynamic tables, and basic analysis functions can be a lot of work for minimal analytical capability, though they have a lot of flexibility.
Data visualization platforms
are great for reporting, but they’re almost so open-ended you'll experience a large learning curve to gear them precisely to your purposes.
Text analytics software
built to extract particular keywords and key phrases from enormous fountainheads of data are great for written responses, but what if you have audio and video recordings?
is much closer to the mark for those focusing intently on survey analysis over other market data. Of course, there's no reason not to also choose a survey analysis platform that accommodates general market data, process management, and collaborative communications as well.
What if you could pick between platform types, with multiple UIs available to accommodate different workflows? In fact, what if it could replace other workflow management tools altogether? That's exactly where Dovetail comes in.
Because your data is only as good as it is useable, your survey data analysis software must be intuitive and user-friendly. All the better if it serves as an all-in-one hub for insight-driven product development, marketing, sales, and support.
Altogether, Dovetail's survey data analysis software enables fast, action-packed insights—resulting in a universal storehouse of survey and general market research that quickly fills the gaps in your customer understanding.
Suitable for any department, fast data searches make redundancies and categorization issues a thing of the past, creating cleaner, more accessible data. By synthesizing your customer interviews, survey answers, and product feedback into a single, powerful reporting platform, you'll have much more than a data repository—it becomes a self-contained and automated analytics system as well.
Further, a survey analysis platform like Dovetail enables easy, fast, and accurate correlation between original survey data and analytics, resulting in compelling, on-demand proof of market analysis. You'll have a fully contextualized system for associating raw data with actionable conclusions and effective enough to sate even the most discerning stakeholder's interests.
Our developer-grade survey analysis platform allows users to easily highlight and tag the most important insights, incorporating them at leisure into polished reports that inspire the most value-adding efforts from customer experience managers, revenue teams, DevOps engineers, and investors alike.
A rating system allows even more granular organization of survey responses, which, along with the tag function, shows teams at a glance which survey data is most relevant to their purposes. Separate tags for data sources even pre-segments respondents, so you can better compare and contrast different types of customers right off the bat.
From ambitious startups to giant enterprises alike, Dovetail has supported the market research needs of some of the most data-intensive companies, including Deloitte, Shopify, Atlassian, GitLab, and more.
When you need the shortest path between customer surveys and actionable insights, only the most flexible data analysis platform will get you there.