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Inside Active Research
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Zoom in on the power of VoC research
GREAT FOR: Small businesses, blogs or just to see what you can do with the iPerceptions platform.
GREAT FOR: Small to medium sized businesses or individuals running their own website.
GREAT FOR: Medium to large sized companies that want a complete Voice of Customer solution.
GREAT FOR: Large companies that want advanced insight with premiere VoC solutions and expertise.
From concept to launch, iPerceptions professional services leads the way. With decades of research experience, our team offers more than leading-edge insight and client service. We offer the industry’s foremost thought leaders invested in your success.
“These questions drive satisfaction. They tell us whether we’re building the right website or not.”
-Lance Jones, Manager, Intuit Global
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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How you listen matters….Using intercept technologies on multiple touch points, including desktop, mobile and tablet, iPerceptions makes it easy for you to engage with all your customers no matter how they interact with your brand. Through conducting a survey (representative, for research) or running Comment Cards (user initiated, for optimization) you reach your customers from all angles.
Getting feedback from your customers must be easy for you and your customers. iPerceptions offers the most user friendly respondent interfaces available. So your customers will enjoy giving feedback from no-click scrolling to easy-to-answer matrix questions. But behind the scenes, the research is structured scientifically in order to ensure the reliability of the results and maximize the insight gain. It’s all possible thanks to the iPerceptions’ iPSI Experience Framework and 4Q Task Completion Framework.
You have your insights. Now it’s time to take action. Draw out actionable directives, via a dashboard and schedule reporting. Or for more direct action, just inject the insights into other tools such as Google Analytics or your CMS or CRM. Either way, it’s mutually beneficial to your business and your customer.
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