Differences

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--- planning_the_survey [2023/05/11 11:59] – pimsadmin
+++ planning_the_survey [2023/05/23 14:58] (current) – pimsadmin
@@ Line 2: / Line 2: @@
 ===== Overview =====
 There are 4 stages in conducting a Customer Value Survey:
+{{ :surveystages.png?nolink&600 | }}
 **1. Management workshop**(s) to define the scope of the project and identify:
-  * A cross functional team to manage and carry out the project{{ :surveystages.png?nolink&600|}}
+  * A cross functional team to manage and carry out the project
   * Introduces the customer value framework to the team if necessary
   * Assesses the internal perspective of customer profile
@@ Line 17: / Line 18: @@
   * Analyse market segments
 **4. Action Workshop(s)**, where you:
- * Compare internal & external perspectives
+  * Compare internal & external perspectives
-* Link the results to company strategy
+  * Link the results to company strategy
-* Formulatie an action plan for change.
+  * Formulatie an action plan for change.
-===== Defining the analytical framework =====
+===== Defining the Analytical Framework =====
-  - Market Segmentation - what markets do we compete in and how are they segmented?
+A key element of the management workshop(s) and surrounding discussions is to define the scope of the survey, namely:
-  - Definition of the customer - who influences the buying decision and who makes the purchase decision?
-  - Definition of the key buying factors - what are the key purchase criteria of customers?
+{{:mktseg.png?nolink&200|}}: which markets do we compete in and how are they segmented?
+{{:custdefn.png?nolink&200|}}: who influences the buying decision and who makes the purchase decision?
+{{:kbf.png?nolink&200|}}: what are the key purchase criteria of customers?
@@ Line 58: / Line 61: @@
 When considering the attributes that make up the customers buying criteria we split them into 3 categories:
-  * Product attributes – which is what they buy, {{ :psi.png?nolink&400|}}
+{{ :qualcats2.png?nolink&400|}}
+  * Product attributes – which is what they buy,
   * Service Attributes which are the associated services around that in terms of pre-sales & post sales activities, delivery & support,
   * and image attributes which are down to the perception of the company.
@@ Line 67: / Line 71: @@
 ==== Within market segmentation ====
+ In this context segmentation is looking at types of respondent within a market. It is always better to pre-define Segmentation criteria you don’t use than to try and add them after the survey.
+You should consider the following possible segmentations:
+  - Internal view vs External view. It is important that we separate these!
+  - Region: You should define at a relatively low level (i.e. choose countries or regions rather than Europe), and aggregate up where necessary.
+  - Respondents function? This can be useful if you are getting more than one interview from a company or if you are conducting several interviews for the Internal view.
+  - Customer type, size, etc.?
+  - Existing customer vs prospects.
+  - Other?
-===== Survey design and preparation =====
+===== Identify Interviewees =====
+Having determined the segments and regions you are analyzing you can now identify interviewees:
+  - Which customers are strategically and operationally relevant (existing customers, changing customer) non-customers?
+  - Which customers are “surveyed to death” or would feel harassed?
+  - Who is the customer with the most purchasing power (of trade, end customer, ...)?
+  - Which people from which functional areas are involved in the buying decision and what influence do they have on the actual purchase decision?
+  - Who is it geographically practical to interview?
+Review against the segmentation criteria, and revise segmentation and interviewees until you have a reasonable sample size.
+===== Technical Requirements and Important Issues =====
+  - Worksheets should have more than two competitors scored to avoid polarised results (minor deviation) in scores can cause big deviations in quality).
+  - Conversely, having lots of competitors (more than 10) leads to a lower average difference and therefore more similar quality scores.
+  - Similarly, having just a couple of attributes means that any differences will have a big effect on quality and having lots of attributes leads to a lower average difference and therefore more similar quality scores. Experience has shown that between 8 and 12 attributes should be defined.
+  - For the above reasons it is preferable to have a predefined list of attributes rather than allowing the participant to have a “free choice”.
+  - Survey participants will also baulk at being asked to score many competitors on many attributes, and will either stop scoring, or rate everything the same.
+  - Attributes are only used in calculations where at least 2 competitors are scored and where the weight is greater than zero.
+  - If the above criterion is not met the attribute weight is not used.
+  - In a summary, if none of the attributes satisfies these criteria the worksheet is ignored.
+  - Summaries are calculated using the average of the differences rather than the difference between the averages.
+  - **All attributes/key buying factors (regarding product, service, image) should not be related to price!**
+Next: [[Survey Configuration|]]