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in this video team members from our market research company drive research will share what they believe to be is the most important question to ask any customer survey these are some of these same questions we've used to help our clients measure high areas of satisfaction in critical areas of improvement keep watching so in my opinion importance and satisfaction rating scales are the most important question series in a customer survey now I know this technically includes multiple questions but we're overlooked that for the sake of this for answering this question so the way this works is first respondents are asked to rank the level of importance of several different factors when deciding to make a purchase or choose a specific business to work with for example a bank or credit union this could include having respondents rate how important digital banking capabilities are how important interest rates are services offered and more so after this after they ask this series of questions on importance they're asked a follow-up question series that asks them to rank how satisfied they are with those same factors of the range for importance the reason this question series is so important is because the results can be used to create a matrix grid that compares importance of satisfaction with each of the different factors tested so this gives users clear-cut areas to focus improvements on and then strengths areas to promote so you might be wondering how to use this customer feedback and you don't want to ricci about how do you put that into action so ultimately the matrix or the grid creates four different quadrants the first quadrant is a strength area so these are areas in the market that respondents they are of high importance is high satisfaction the second area are weakness areas in the market so what this means that respondents rated them high importance in low satisfaction the third area or status quo areas in the market and this means that respondents rated these factors as low importance the high satisfaction and lastly factors in the bottom left area are uphill battles in the market which means that respondents rate of these factors if low satisfaction low importance so what do I think is the most important question to ask in a customer survey I would say likely to recommend or sometimes also known as Net Promoter Score or IPs so this question appears in a survey as a scale as your 10 wearing of zeros not at all likely to recommend and 10 very extremely likely recommend and what this gives you is a quick measure of brand advocacy of consumers so the way you get from the likelihood to recommend to new promoter score is you have three categories you have detractors these are respondents who remain zero two passives these are respondents rate seven to eight and then promoters who are people who are highly likely to recommend who given nine to ten rating so then you take the percentage of promoters you have and subtract the percentage of detractors this is going to give you a score between negative 100 and 100 and another thing I also like to add is follow-up question here asks why do you provide that reading so why is this the most important question to ask MPs has a standard measure of brand advocacy like I said it's widely accepted among everyone in the market research industry so it's a it's a quick metric to show you how well your brand resonates with your customers that follow-up question of why gives you deeper meaning behind the reading so you can break responses up by detractors passives and promoters to kind of shut some light on you know that bad brand advocacy or left the rough and now you might be wondering what you can do with this information so the likely direct line question gives you a benchmark metric that you can use for future waves of the study as well as comparing to competitors who may also measure MPs and then changes you you can make changes as well as a result of feedback through that open-ended wide question and you can assess those in the next round of future iterations of the study so I would say that it's essential to ask respondents about competitors so whether that's identifying competitors or just having them a rink against other brands that you're curious about just to know where you stand it's important to ask about competitors because you can discover new competitors that were on your radar before you can also really understand how you stack up in comparison to competitors you're interested in so these are just important things to know it's a brand especially if you're in a competitive market and it's really important to use the customer feedback and receive from this question to identify some new opportunities and you can also capitalize on your strengths but also capitalize on your editors weaknesses and really understand what the gaps in the market are so this can really help you develop those strategies just to make you even more competitive than before so I think one of the most important questions to ask in market research is the question regarding what factors are important to the consumer or your customer the way you word the question by Mary depending on what type of business you are you might want to ask them what's important to decision making what drove them to inquire with your organization or what you know ultimately made them choose a product that you have so what you want to do is to ask that question that ultimately lists a variety of factors that they could select in terms of what's most important to them so why is this question important well it does tell you a variety of different things it lets you better understand the decision-making process of the consumer it also lets you know what its gonna resonate with them the most so if they hear some sort of messaging or advertising these factors will ultimately resonate with them the most and potentially lead them to make a decision to use your company and also ultimately its it's what like I said it's what drives action on the consumers part and that's what you want to know so how do you use the results of this question well first off we work with a lot of people in marketing roles and I would say this question is one of the ones we've most frequently reference in terms of recommendations or just in discussions of them about what they should do with the research that we conducted so ultimately the results of this question those top factors that that come come up among consumers those are things that should be used in your marketing as you go and develop messaging and develop advertising campaigns you want to make sure you're incorporating those factors theirs into your messaging so a couple examples if in banking you learned that accessibility is really the top factor driving decisions with your organization accessibility is something that you'll want to talk about in your advertising your campaigns if you have a restaurant and you find out that atmosphere or entertainments most important as you put out ads you'll want to make sure you cover those factors talk about the atmosphere talk about the entertainment because that's going to drive a decision to use your your business and lastly with this you can also break it down a little bit further you can look at this data by different segments so if you want to develop ad campaigns on Facebook and develop different ad campaigns for each generation you can look at this data and say let's figure out what's most important to Gen Z and then create unique messages personalized messages to that audience and then ultimately develop a different campaign with Millennials with term factors that might resonate with a little bit better so lots of different ways that you can use this data