- Survey insights
- Primary research insights
- Search and visualize survey responses
- Qualitative survey analysis
- Longitudinal analysis
- 360-degree view of the consumer
- Consumer insights
Getting more out of your survey data
Pinecrow’s survey insights library has seamless API connectors to leading survey programming and execution platforms like Qualtrics, Decipher and Survey Monkey etc. to quickly import and organize historical survey data and mine for insights. This blog post details some of the key benefits our customers can harness from their primary research data, collected through quantitative or qualitative surveys.
Search and visualize historical survey responses:
In most organizations, research data collected from hundreds of surveys over the past several years are not easily accessible to researchers. This is mainly because each survey project is treated as a silo, storing survey responses disconnected from each other and therefore making it cumbersome to retrieve information/insights. When customers sign-up with us, one of the first things we do is to re-organize survey data in a strong and elastic data foundation in a way to enable quick search and powerful visualization across all the historical surveys available. This enables the users to use a simple keyword search to look up across survey questions and/or responses. The immediate benefit is that the Market researcher can now answer questions to their stakeholders without involving the IT/Engineering team.
Analytics and Export features:
The response data visualization is available automatically at the click of a button, in a variety of charts depending on the question type. The response data can be sliced and diced through captured variables that are identified automatically during the import process. If there are weights used to overcome sampling bias, the tool automatically picks it up and offers visualization after redistributing for weights at the respondent level. The survey responses can also be exported as an image (png, jpeg formats) for building presentations and also as a crosstab (both summarized data and raw respondent level data) for further analysis.
Another important feature of Pinecrow’s survey insight library is the storyboard that enables comparison of survey questions from different surveys side-by-side. The users can also share their storyboards with users and add comments to visualizations in building a story. This feature is particularly useful for the Market Research and/or Consumer insights organization to create dashboards that include visualizations from various surveys that needed to be presented together. This feature has helped our customers in two important aspects of launching a new survey:
Raw data export to identify the right respondents based on how they have answered specific questions in past surveys.
Quickly look-up similar questions from similar surveys done in the past to frame the questions for the new survey effectively.
Beyond search and visualization, the most important benefit that our customers have unlocked by using the Survey insights library is in doing Longitudinal analysis of their consumers. By correctly identifying survey responses from the respondent of interest, our customers are using continuous surveys to track changes in customer behavior/intent over time to unlock valuable insights in real-time. If there are multiple surveys that the same respondent has answered, this helps in building a 360-degree view of the consumer very easily.
Enriching survey data for other use cases:
In a future blog post, we will explain how some of our customers are enriching primary research data with other relevant information that is available at their disposal – i.e. by stitching survey data with other data collected from users directly or indirectly like Behavior data, Third-party data, Panel or community data etc.