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Beyond Comment Cards: Feedback Platforms

Posted on 1.01.2014

Feedback is an essential part of improving relationships and getting the "right" feedback, from the "right" audience can make a difference in any organization.

Smart brands understand two-way communication is necessary and seek specific types of customer input to address specific concerns. They often begin gathering this information using feedback platforms, which offer both quantitative and qualitative results.

Quantitative vs. Qualitative

For the unfamiliar, quantitative research captures feedback from a small but generalized population to quantify a problem with numeric results. It helps answer the question, “How large or prevalent is a problem?” Examples of quantitative research include statistical surveys and audits.

Conversely, qualitative research captures feedback from individuals to help understand if there is a problem. It captures emotion and anecdotes. It helps answer the question, “What is the problem?” or digs deeper into unknown issues causing a problem. Examples of qualitative research include focus groups, open-ended questions and interviews.

Qualitative Feedback Options

Concept Feedback provides website feedback with potentially 7,000 designers reviewing a Web design within 48 hours, including landing pages and wireframes, as well as application review. The service also features an "Expert Design" option that engages a handful of credentialed experts in design, marketing and usability. 

User Testing offers a straight-forward approach to qualitative feedback, sharing video of the user experience on any platform to a client in one hour. Clients can request target audiences and custom tests and can reach out to test takers for follow-up questions.

Quantitative Feedback Options

Qualtrics offers data collection and analysis in the enterprise market. Its "Research Suite" offers data collection covering website feedback, product and concept testing, customer satisfaction, and loyalty and employee evaluations. Thanks to an integration with Adobe Analytics, Qualtrics can align survey responses with website visitor behavior to help brands understand the "why" behind website visitor behavior to make improvements quickly and increase conversion. 

Qualitative feedback options can sometimes fall short when it comes to using the information to make business decisions. Qualitative research software like NVivo, helps people manage, shape and make sense of unstructured information. NVivo helps brands easily work through information to analyze materials, identify themes, glean insights and develop meaningful conclusions in a quantitative fashion.

Combination Options

Usabilla conducts website usability tests by showing screenshots to testers and followed by questions. Clients can create questions or choose from a preset list.

iPerceptions helps marketers gain insights from customers through surveys and comment cards. Users can design their own surveys and control who receives the surveys. iPerceptions collects data such as location, IP address, operating system and browser type for each respondent, which makes it easy for merchants to analyze specific customer segments. Enterprise businesses with ongoing feedback needs can benefit from both research options on an ongoing basis.

SurveMonkey has been offering online surveys since 1999 and collects millions of online survey responses every day. Brands can design surveys or choose from Survey Monkey templates, distribute surveys and collect responses, and use its analytical tools to gather insights. Best of all, the free basic plan allows brands to create an unlimited number of surveys (up to 10 questions each). 


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