Win Win Win Win

Flood – 30 November 2023

Source https://www.linkedin.com/pulse/win-vaughan-flood-mnzne/

Life is full of difficult decisions. Big ones, like shall I mortgage away my life and buy a property? And not so big ones, like, shall I eat this delicious cake and accept the calorific consequences?

Business is full of difficult decisions - decisions without downsides are rare. So, here’s a seasonal offering: a way to increase collective well-being, up your consumer satisfaction, enrich your knowledge, and may even put a smile on faces.

Today I received a questionnaire from a well-known ‘favourite’ airline. I decided to screen-shot some of it here.

To be fair, I’ve been sent longer – but it didn’t take long for a nagging question to enter my head: why am I spending time doing this?

I’m sure the airline dearly wants accurate information. Trouble is, this dull survey fights against this. Research we conducted at Flood + Partners this month revealed that 83% don’t pay full attention when a survey is boring. And nearly a third click answers randomly when questions are repetitive.

Here’s the win-win-win-win.

Win 1. Surveys don’t have to bore. When they don’t people give you more accurate answers. Below are some screen grabs from our surveys. The look is rather different. (And, as they are interactive, these images only convey half the picture.) We asked people who fill in surveys how ours compare with standard surveys – 90% thought ours better, 0% thought ours worse.

Win 2. Engaged respondents tell you more. In side-by-side testing, our approach to surveys triple ‘thinking deeply’ and increase open responses by almost two thirds.

Win 3. Fresh question types don’t just engage, they enable you to find out more by probing issues radio buttons and checkboxes simply can’t reach.

Win 4. Respondents are happier – and, especially when those respondents are your customers, what’s not to like about that?

Switching from boring surveys is really one of life’s easier decisions. You could say it’s a piece of cake.