Kim is an analyst and designer, and judging by the number of chimpanzee and gorilla pictures in the presentation, also a monkey lover. She doesn't do marketing, she just feeds it data, and gets annoyed when someone asks her to make the logo bigger on a poster.
The goal of all analysis should be to understand the customer or the market. The question is, how do we get information from customers to understand their motivations, behavior, and habits? The solution is a questionnaire.
Many companies imagine the optimal survey as a simple form or poll, for example like this:
Questionnaire
But what does such a survey tell you? You no longer know what is business owner database behind the success of coffee, high-quality Arabica beans or the pleasant behavior of a flight attendant (this is an airline survey). The problem with such surveys is that they are biased and inaccurate .
When you ask a customer how they make decisions
Imagine a car company asking you: “What do you look for when choosing a new car?” This question also depends on how you want to see yourself. Kim gives an example of herself: “ I’m rational, I’m driven by data, right? So by fuel economy, performance, etc. So of course I drive a Mini Cooper because it’s cute. ”
As an analyst, you have no way of verifying how a customer actually behaves when making a purchase . If you ask about habits in a questionnaire, you won't be of much help. Let's say the question is: How do you spend your morning? You might answer, for example: I eat breakfast, I take the kids to school, and I have a yoga lesson on Wednesday. Does that answer suit you?
So you don't brush your teeth in the morning and go to work in your pajamas? We have a whole series of invisible habits that we do so automatically that you simply don't remember them.
Forget about surveys Instead of researching, observe.
How to ask correctly?
Questionnaires or surveys are great if you’re solving a yes/no – either/or – problem. But you won’t find out why or how. If you need comprehensive information, you have two options: interviewing or direct observation.