Public and private sector organizations use targets to guide and drive their strategy forward. Surveys are often used to capture metrics from customers, members, employees and the target market. Developing the right metrics for your business is crucial to your strategy; ensuring that the targets you set are reasonably achievable is crucial to keeping your people focused and motivated.
Many of the questions I get about survey design relate to what metrics to use – and in particular, what scales to use. It’s easy to say “it depends on the situation” and that is certainly true. However, if we are talking about assessing customer experience, here are some general guidelines to keep in mind.
Our clients often look to us to come up with new ways to keep surveys fresh and engaging – perhaps even something that’s fun to do (!) Enter gamification: the addition of game-like techniques to present questions in different ways that are more fun for your respondents. It may seem like the ‘power-up’ your survey needs, but as we’ll outline in this brief overview, it comes with a lot of risks. If you’re looking to adding a little fun and games to your survey, here are a few things to keep in mind.