Representative sample – is it really the voice of the customer?
In the late nineties online customer research was quickly dismissed as non-representative simply because the medium presented new challenges that didn’t conform to traditional research practices. However, within a few years the paradigm has shifted and innovative methodologies have captured the voice of the customer more clearly than ever before.
Below I have listed some of the reasons online research is allowing you to listen to your online customers like never before.
1. It facilitates inclusive random sampling; by easily and verifiably soliciting participation on a random basis, like 1 in every 100 visitors.
2. Online research can naturally select for the most influential customers who best represent your brand; certain forms of self-selecting participation attract the ‘connector’ customer who regularly speaks up, s/he has a greater impact on your image. This customer will talk to others customers and in other public forums, reputations don’t create themselves, see The Tipping Point.
3. Timeliness of information; online research provides the ability for customers to provide feedback within the context of real situations at a cost that is not prohibitive. It can also provide immediate access to this feedback.
4. Online research can provide continuous sampling at low cost; sampling on a continuous basis reduces environmental and seasonal biases.
5. It can capture large sample sizes easily and at little expense; large data sets normalize the data and allow for powerful statistical analysis.
6. Due to the interactive nature of an online collection interface you can screen out the noise inherent in the medium; simple procedures like checking your dependant variables against predictors and throwing out respondents who’s dependant result is more than 2 standard deviations of their independent ratings. These are the customers who are simply browsing the survey and not answering seriously. However, don’t let them know you’ve thrown them out, the feedback process is still a positive trust building exercise with these customers.
While I’m not saying it’s a census, and it’s not a panacea for all your customer research needs, online research is proving to be the most representative cost effective way to listen to the voice of your customer. Solid decision support for leaders who believe that truth is most inherent in democratic systems, so share, be a part of it.
