how to read your members’ minds - stephanie beadell
TRANSCRIPT
![Page 1: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/1.jpg)
@stephbeadell
(with surveys)
How to
Get into Your Members’
Heads
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? + =
@stephbeadell
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Surveys are Powerful Tools
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…unless the data is bad.
@stephbeadell
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Radically Improve Your Data
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3@stephbeadell
steps
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Typical Survey Question
@stephbeadell
Do you feel like part of our community?
![Page 10: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/10.jpg)
Do you feel like part of our community?
@stephbeadell
Yes
No
I Don't Know
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1@stephbeadell
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Use a 5 or 7-point
Scale@stephbeadell
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A Better Question
@stephbeadell
I fit in with the community.
Strongly
Agree
Strongly
Disagree
Neutral
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I Fit in with the Community
@stephbeadell
0
20
40
60
80
100
120
140
160
180
200
Strongly Disagree
Disagree Neutral Agree Strongly Agree
I Fit in with the Community
Average: 3.67
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“I Fit in with the Community” Score Over Time
@stephbeadell
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
I Fit in with the Community
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“Likert Scale”
@stephbeadell
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Likert Scale Basics
@stephbeadell
Strongly
Agree
NeutralStrongly
Disagree
5 or 7 points
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Likert Scale Basics
@stephbeadell
BraveShy
Unipolar
(Don’t Do This)
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Analysis Opportunities
@stephbeadell
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Likert Scale Question
@stephbeadell
I fit in with the community.
Strongly
Agree
Strongly
Disagree
Neutral
![Page 21: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/21.jpg)
Scoring the Answers
@stephbeadell
I fit in with the community.
1 2 3 4 5
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Correlation Analysis & More
@stephbeadell
“Heavy forum users are more likely to
be satisfied with their membership.”
Sa
tisf
act
ion
Frequency of Forum Visits
Forum Usage vs. Satisfaction
![Page 23: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/23.jpg)
Use a 5 or 7-point
Scale
When in Doubt:
@stephbeadell
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2@stephbeadell
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@stephbeadell
into multiple questions
Break down
Big Concepts
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Typical Survey Question
@stephbeadell
Are you happy with the community?
![Page 27: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/27.jpg)
… it could mean
@stephbeadell
Do you like the people in the community?
![Page 28: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/28.jpg)
… it could mean
@stephbeadell
Does the community meet your needs?
![Page 29: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/29.jpg)
… it could mean
@stephbeadell
Does being a member make you feel good?
![Page 30: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/30.jpg)
@stephbeadell
?
?? ?
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Try this instead
@stephbeadell
1. Being a member is valuable to my career.
2. I enjoy being a member.
3. The company cares about the community.
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Report it Like This
@stephbeadell
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Valuable to Career
Enjoy Being Part
Company Cares
Member Happiness Survey
Average Happiness
Score:
11 out of 15
![Page 33: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/33.jpg)
Track it Over Time
@stephbeadell
“Our team increased member happiness by 3 points this quarter.”
0
2
4
6
8
10
12
14
16
Month 1 Month 2 Month 3
Happiness
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@stephbeadell
Break down
Big Concepts
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3@stephbeadell
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Typical Survey Results
@stephbeadell
020406080100120140160180200
Strongly Disagree
Disagree Neutral Agree Strongly Agree
I Fit in with the Community2.
Freelancer
Small Business
Enterprise
Business Size1.
![Page 37: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/37.jpg)
Compare and
Contrast@stephbeadell
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Comparing Answers
@stephbeadell
EnterpriseSmall Business
01020304050607080
I Fit in with the Community
01020304050607080
I Fit in with the Community
![Page 39: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/39.jpg)
Typical Survey Results
@stephbeadell
020406080100120140160180200
Strongly Disagree
Disagree Neutral Agree Strongly Agree
I Fit in with the Community2.
Freelancer
Small Business
Enterprise
Business Size1.
![Page 40: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/40.jpg)
Comparing Answers
@stephbeadell
EnterpriseSmall Business
01020304050607080
I Fit in with the Community
01020304050607080
I Fit in with the Community
![Page 41: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/41.jpg)
How to Do It in Excel: Pivot Tables
@stephbeadell
Export Raw Data
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And in SurveyMonkey: Filter/Compare
@stephbeadell
Filter or Compare
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@stephbeadell
Plan segments in advance
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Comparing Answers
@stephbeadell
Ask identifying questions
![Page 45: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/45.jpg)
3@stephbeadell
steps
![Page 46: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/46.jpg)
Use a 5 or 7-point
Scale
When in Doubt:
@stephbeadell
![Page 47: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/47.jpg)
@stephbeadell
Break down
Big Concepts
![Page 48: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/48.jpg)
Compare and
Contrast@stephbeadell
![Page 49: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/49.jpg)
How Not to Screw it Up
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@stephbeadell
BiasIntroducing
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@stephbeadell
Priming
![Page 52: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/52.jpg)
Bargh, Chen, and Burrows (1996)
@stephbeadell
Sentence Scramble Task
Rudeaggressively, bold, rude, bother, disturb, intrude, annoyingly, interrupt,
audaciously, brazen, impolitely, infringe, obnoxious, aggravating, bluntly
Politehonor, considerate, appreciate, patiently, cordially, yield, polite, cautiously,
courteous, graciously, sensitively; discreetly, behaved, unobtrusively
Neutralexercising, flawlessly; occasionally rapidly, gleefully, practiced,
optimistically, successfully, normally, send, watches, encourages. gives,
clears, prepares
![Page 53: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/53.jpg)
Bargh, Chen, and Burrows (1996)
@stephbeadell
People who Interrupted After the Task
Polite Neutral Rude
![Page 54: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/54.jpg)
Introducing Bias: Priming
@stephbeadell
When are people prompted to take the survey?
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@stephbeadell
Order Bias
![Page 56: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/56.jpg)
Order Bias
@stephbeadell
How important is content marketing?
![Page 57: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/57.jpg)
Order Bias
@stephbeadell
How important is content marketing?
How much content marketing do you plan to do this year?
![Page 58: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/58.jpg)
Solving Order Bias with Randomization
@stephbeadell
Question Randomization
![Page 59: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/59.jpg)
Solving Order Bias with Randomization
@stephbeadell
Shuffle Question Order
![Page 60: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/60.jpg)
@stephbeadell
Stereotype Threat
![Page 61: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/61.jpg)
Stone, Lynch, Sjomeling, and Darley (1999)
@stephbeadell
“natural athletic ability”
“sports intelligence”
![Page 62: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/62.jpg)
Inzlicht (2000)
@stephbeadell
Female Math Test Performance When Others Present
2 Women 2 Men
![Page 63: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/63.jpg)
Solving for Stereotype Threat
@stephbeadell
Demographic data always
goes at the end of a survey
![Page 64: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/64.jpg)
@stephbeadell
Double-Barreled Questions
![Page 65: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/65.jpg)
Double-Barreled Question
@stephbeadell
Do you follow us on
Facebook and Twitter?
![Page 66: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/66.jpg)
@stephbeadell
Leading Questions
![Page 67: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/67.jpg)
Leading Question
@stephbeadell
Do you believe you deserve a
higher salary?
![Page 68: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/68.jpg)
A Better Way to Ask
@stephbeadell
Are you satisfied with your
current salary?
![Page 69: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/69.jpg)
Why People Lie
![Page 70: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/70.jpg)
@stephbeadell
SensitiveInformation
![Page 71: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/71.jpg)
How to Handle Sensitive Information
@stephbeadell
Put tough questions toward
the end of your survey
![Page 72: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/72.jpg)
@stephbeadell
OverloadInformation
![Page 73: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/73.jpg)
How to Prevent Information Overload
@stephbeadell
Limit the amount of questions
in your survey
![Page 74: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/74.jpg)
How to Prevent Information Overload
@stephbeadell
Avoid overwhelming tables
![Page 75: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/75.jpg)
@stephbeadell
Boredom
![Page 76: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/76.jpg)
How to Prevent Boredom
@stephbeadell
Set Time Expectations
“This survey will take about 5 minutes”
![Page 77: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/77.jpg)
How to Prevent Boredom
@stephbeadell
Use a Progress Bar
![Page 78: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/78.jpg)
Powerful Data Analysis
![Page 79: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/79.jpg)
AnalysisCorrelation
@stephbeadell
![Page 80: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/80.jpg)
Correlation Analysis
@stephbeadell
“Heavy forum users are more likely to
be satisfied with their membership.”
Sa
tisf
act
ion
Frequency of Forum Visits
Forum Usage vs. Satisfaction
![Page 81: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/81.jpg)
Correlation Quick Tips
@stephbeadell
Use the CORREL() Function in Excel
Scores range from -1.0 to 1.0
![Page 82: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/82.jpg)
Correlation Quick Tips
@stephbeadell
at least a 0.3 to show correlation
![Page 83: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/83.jpg)
AnalysisAdvanced
@stephbeadell
![Page 84: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/84.jpg)
Regression Analysis
@stephbeadell
Outcome
Variable 1
Variable 2
Variable 3
![Page 85: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/85.jpg)
Cluster Analysis
@stephbeadell
K-Means Cluster Analysis
![Page 86: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/86.jpg)
Excel Analysis Toolpak Add-In
@stephbeadell
bit.ly/excelanalysistoolpak
![Page 87: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/87.jpg)
AnalysisCross Tabs
@stephbeadell
![Page 88: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/88.jpg)
Typical Survey Results
@stephbeadell
020406080100120140160180200
Strongly Disagree
Disagree Neutral Agree Strongly Agree
I Fit in with the Community2.
Freelancer
Small Business
Enterprise
Business Size1.
![Page 89: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/89.jpg)
Comparing Answers
@stephbeadell
EnterpriseSmall Business
01020304050607080
I Fit in with the Community
01020304050607080
I Fit in with the Community
![Page 90: How to read your members’ minds - Stephanie Beadell](https://reader031.vdocument.in/reader031/viewer/2022030314/5886e9651a28abba528b5a0d/html5/thumbnails/90.jpg)
Thanks!