How to Analyse Survey Data for Powerful Business Insights

Kolapo Imam
Product Evangelist

June 16, 2023

An essential part of leveraging consumer insights is to drive business success with the data and to achieve this, it must begin with survey data analysis. Analysing survey data effectively can help provide valuable insights into consumer behaviour, preferences, and attitudes, enabling businesses to make informed decisions that can drive revenue growth and improve customer satisfaction. In this article, we will explore how to analyse survey data like a pro and gain valuable insights for your business.

1. Organise Your Data

Cleaning and formatting the data to ensure a consistent data presentation and accuracy is the first and most important step in survey data analysis. This process will help identify and remove any duplicate responses, check for missing or incomplete data, and standardise response options to ensure that the data is uniform and easy to analyse.

2. Survey Hypothesis

Before diving into survey data analysis as part of an insight-gathering exercise, it is essential to define your hypothesis and objectives. What doubts or assumptions are you looking to answer and validate with the data? What insights do you hope to gain? Define your hypothesis and use them as a guide throughout the data analysis process.

3. Data Analysis Methods

The next step is to choose the right data analysis techniques to answer your research questions or validate your hypothesis. There are several analysis techniques method to help your survey analysis, some of which are correlation analysis, descriptive statistics, factor analysis and regression analysis. The type of data and specific use cases also influence your choice of data analysis techniques. Ensure you choose the appropriate method based on your hypothesis, volume of the data, data type and other essential factors.

4. Data Visualisation Techniques 

Data visualisation techniques such as graphs, charts, and tables can help you better understand survey data and identify trends and patterns. Use these techniques to present your data clearly and concisely which is easy to understand and interpret.

5. Itemise Key Findings

The result of every survey analysis is to identify key findings and give recommendations about what insights were discovered. Identify key findings to look for trends in consumer behaviour, buying preferences, product usage preferences and several other important insights to improve business strategies and decisions.

6. Compare Findings

It is advisable to compare survey results from different periods to better identify trends as well as patterns to inform business decisions. Similarly, consumer insights vary across different categories considering the demographic and psychographic details of the surveyed audience.

7. External Impacts

It is essential to consider external factors that can impact the results or decisions from an insight gather when analysing survey data. For example, a survey on consumer insights about launching a FinTech product can be impacted by the changes to fiscal policies of a country, which may impact consumer behaviour, preferences or the performance of the product. External factors such as government policies, natural occurrences, and other data sources should be considered before reaching a conclusion to form an insightful analysis.

In conclusion, one of the critical steps to drive business success by leveraging consumer insights is to analyse surveys. It begins with organising the survey data, defining objectives as well as a hypothesis, and choosing the preferred analysis techniques as well as visualisation plans. Endeavour to identify key findings and compare results over time considering external factors that impact businesses to gain valuable insights into consumer behaviour and preferences. With these insights, organisations can make informed decisions that improve user experience and help drive revenue growth.

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