Short, Sweet and Insightful – The Future of Surveys is Text Analytics
Yesterday there was a post on the Next Gen Market Research Group (NGMR) on LinkedIn asking “What’s the shortest questionnaire you ever wrote?” I took a look at this blog as I thought I would have posted the survey below previously but apparently it had slipped my mind. I came across it during a recent stay at a Hotel Scandic Hasselbacken in Stockholm.
Unfortunately, I can’t take credit for writing the survey below, but I think it’s probably the best one I’ve ever seen, especially for customer/guest satisfaction. This is a post card which was in my hotel room with instructions to leave it at the front desk. The front of the card simply has an image of one thumb up and one thumb down. The back says in English and Swedish “Is there anything we should know?”
This is the best survey I’ve ever come across. Whether it’s distributed via mail, left in the room, or sent digitally, with modern text analytics this should be the only question a hotel needs to ask. From the text we would be able to not only track and understand problem areas, but even predict metrics like overall satisfaction, return to hotel and return to brand to name a few. This is exactly what we did when utilizing text mining on Starwood Hotel open ends.
The beauty here is the simplicity. This is exactly the way customers expect and want to be able to give feedback. A perfect example of what surveys will hopefully look like in the future!
Tom
Link to original postTom H. C. Anderson – Anderson Analytics
