What's your best method of collecting qualitative data?

Kim Phillips's picture
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Kim Phillips
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Kim Phillips wrote:

How do you measure awareness, loyalty, satisfaction and other subjective, experiential data?

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4 Responses

Clare Price's picture
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Clare Price
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Clare Price wrote:

Hi Kim, the good news is that there are better tools to measure and or calculate loyality and buyer satisfaction today than in the past. A great start is the top marketing related KPIs. These include Cost Per Lead, Inbound Marketing ROI, Traffic to Lead Ratio, Lead to Customer Ratio and social media reach. Also look at Customer Lifetime Value. We have some great tools to help you calculate this; Our Customer Lifetime Value Calculator and a How-To Guide on CLV. http://www.demandmetric.com/content/customer-lifetime-value-calculator

http://www.demandmetric.com/content/calculating-customer-lifetime-value

Kim Phillips's picture
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Kim Phillips
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Kim Phillips wrote:

Actually, I was asking the community about qualitative measures.

Jerry Rackley's picture
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Jerry Rackley
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Jerry Rackley wrote:

Hi Kim - you might find that you need to measure each thing in your list differently.  For example, you could measure awareness with a survey, but probably one conducted by a 3rd party.  Satisfaction is often also measured using a survey, and ideally, the same one each survey period so you can develop some trend history.  To measure loyalty, a lot of firms are using Net Promoter Score, and the NPS website has some great information about how this works:  http://www.netpromoter.com/why-net-promoter/know/

When you're just not certain what is the best way to measure something subjective, I recommend that you do some exploratory research first, often a focus group or series of depth interviews.  The insights gained from these discussions are usually very helpful in pointing you in the right direction in terms of what kind of primary research you will need to do to measure what you want.

Kim Phillips's picture
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Kim Phillips
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Kim Phillips wrote:

Great ideas, Jerry. Thanks...