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“Within hours of having a hypothesis about a problem, we’re able to identify the issue quickly and get the information into the right hands to fix the problem—instead of taking much longer to form a focus group.”
-Craig Chaplick, Supervisor of Digital Marketing and Customer
Driving innovation in the research industry, that’s what we do at iPerceptions. From our frameworks and methodologies to our outreach with the research community, we put our knowledge to work on your bottomline.
One of the common misconceptions about on-arrival surveys is that it will negatively affect conversion. At iPerceptions, we have collaborated with many e-commerce clients to test if there is any impact on conversion while running an on-arrival survey. Our tests showed that there is no significant negative impact on conversion. In fact, in some cases it showed an increase in conversion.
The analysis of customer feedback through open-end questions is a crucial part of digital research. Closed-end questions provide focused, quantified data, but it is through open-end questions that organizations discover what customers really want to say to them. A common topic that respondents mention in open-ended feedback is the site’s usability. Reading through the textual responses provides researchers insights about the issues that site visitors are experiencing.
Last year I started a three part series on the key pillars of Active Research beginning with Frameworks, the foundational support of Active Research. This is the second installment focusing on the next pillar of Active Research, engagement. In terms of Active Research, engagement is the act of engaging customers in the ‘Moment of truth’ across digital touch points to better understand their intentions and environment. Timing, sampling, and usability/design are all factors that significantly affect the characteristics of information received from a solicitation for feedback.
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HAVE A LOOK ON THE LAST NEWSLETTER
Newsletter - November 2013
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