Is it significant? measuring customer experience

Decision makers (DM) like comparing numbers, however, some approaches to understanding statistical difference are useful as decision support while others simply speak to mathematics. Take the following example: Group 1 scores a satisfaction rating of 5.6 while Group 2 gets 6.1.

Obsequious understanding
          DM: Is the 0.5 difference statistically significant?
If it made it into a report then my answer is probably something like:
          ME: Yes, 19 times out of 20.
But what have we learned?

Prodigious understanding
The question that leads to real decision support is:
          DM: How significant is this difference compared to other differences?
          Me: Actually, it’s the most significant difference found.

Leveraging the power of pattern recognition and statistical classification is the key. Focus on finding the most important differences and clearest patterns, ensure that you are barking up the right tree.

When it comes to using the voice of the customer as decision support: It’s about consistently pointing to the moon, not landing on it...where to go, not how to do it.

White paper: Discovering the most distinct user experiences on a web site
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