You've decided to do a user survey in-house. Seven tips to get the data you need and ensure a good user experience. Second in a two-part series.
Last time, I looked at the importance of getting a good understanding of the online user experience through tools such as surveys and other feedback mechanisms. Technology development means these types of tools can be obtained either for free or relatively cheaply, lowering one barrier to adoption.
But just because the tools are cheap doesn't mean the survey needs to be cheap as well; asking for user feedback is all part of the user experience. So if you're looking to run surveys yourself rather than have an agency do it for you, here are some things to consider.
Hopefully these tips will help you gain some useful and interesting feedback from users about their online experience. With the range of tools available there's no reason not to get started -- and make it a good experience!
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Neil Mason is SVP, Customer Engagement at iJento. He is responsible for providing iJento clients with the most valuable customer insights and business benefits from iJento's digital and multichannel customer intelligence solutions.
Neil has been at the forefront of marketing analytics for over 25 years. Prior to joining iJento, Neil was Consultancy Director at Foviance, the UK's leading user experience and analytics consultancy, heading up the user experience design, research, and digital analytics practices. For the last 12 years Neil has worked predominantly in digital channels both as a marketer and as a consultant, combining a strong blend of commercial and technical understanding in the application of consumer insight to help major brands improve digital marketing performance. During this time he also served as a Director of the Web Analytics Association (DAA) for two years and currently serves as a Director Emeritus of the DAA. Neil is also a frequent speaker at conferences and events.
Neil's expertise ranges from advanced analytical techniques such as segmentation, predictive analytics, and modelling through to quantitative and qualitative customer research. Neil has a BA in Engineering from Cambridge University and an MBA and a postgraduate diploma in business and economic forecasting.
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August 21, 2014