Definition of online study goal

The goal of the study is your starting point, and the entire project should be built around it. In other words, the goal determines the method, and not the other way around. The goal must be operational and capable of leading to concrete actions. To avoid asking questions “that would be interesting to know” ask yourself every time if there is a real purpose behind and if the answer can lead to operational decisions and effective improvements.

Definition of online study goal

Ask yourself the following questions before you start

  • Issues: What exactly do I want to know? Do I want to understand something, like motivations, needs and expectations? Or do I want to measure something, like the change in satisfaction level? Does it concern a trend or a use? To avoid misunderstanding, lost time and steps backward, formulate your goals in writing and have those who requested the survey validate them.
  • Target: Who exactly should I ask questions to? My market, my region, my country? Establish the limits of what your target represents.
  • Contents: What questions should be asked? Define the content of the questionnaire – which should reflect the goal – and the vocabulary to use. When you have written the questionnaire, remember to test it and to have it validated by those who ordered the study.
  • Results: What are the results I need? Who should I communicate them to and for what reason? After analyzing the data, what are the useful indicators that operational teams will need? Average score, index of recommendation, percentage of satisfied customers or something else?
  • Follow-up: How should I follow up this study? Don’t forget that the ultimate purpose of the study is to provide the elements necessary for making a decision or designing an operational action plan!

To summarize, the goal requires adapting all project components to it. This is valid for all types of surveys, whether for Marketing, Quality, Training, HR, IT or Purchasing.

Tip

From the beginning, prepare your project with the operational teams
who will use the results. In this way, you will avoid constantly going back and forth

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