Questionnaire Design & Primary Research for a Global Consulting
Client Overview
The client, a prominent management consulting firm, needed help with consumer sentiment analysis. They sought to understand the e-commerce preferences of top-level management within US-based Small and Medium-sized Enterprises (SMEs).Â
The goal was to gather actionable insights that would help the client make informed recommendations to their own clients.
Table of Contents
Challenges Faced by the Client
The client faced the following challenges:
- Behavioral Insights: The primary challenge was to evaluate the behavior and perceptions of top-level management in US SMEs when selecting an e-commerce platform. This required not only understanding their preferences but also delving into the underlying reasons behind their choices.
- Targeted Data Collection: The client needed to ensure that the data collected was from the right demographic – decision-makers within SMEs – and that it provided enough responses to be statistically significant.
Our Apprach
TT Consultants approached this project with a strategic plan focused on segmenting, designing, and deploying a robust survey system that catered specifically to the client’s needs.
- Persona Identification and Panel Segmentation
TT Consultants began by identifying the target personas critical to the client’s study. This involved segmenting the existing panelists based on these personas to ensure that the survey reached the most relevant participants.
- Customized Questionnaire Design
The next step was designing and configuring the questionnaire to align with the identified personas and the client’s objectives. TTC integrated multiple question formats and logic flows to capture the nuances of the decision-making process among top-level management in SMEs.
- Survey Deployment and Data Collection
The survey was disseminated through web and telephonic channels, ensuring a wide reach. TTC employed a combination of Web & CATI (Computer-Assisted Telephone Interviewing) surveys to gather comprehensive responses.
This mixed-method approach allowed for both qualitative insights from phone interviews and quantitative data from online surveys.
- Data Processing and Reporting
Upon collecting the survey responses, TTC meticulously collated and transcribed the data, ensuring it was in a consumable format for the client. The data was then analyzed and reported back to the client with actionable insights and statistical visualizations.
Scope Work
- Questionnaire Design & Coding
- Persona Building
- Web & CATI Surveys
- Survey Reporting & Data Analysis
Outcome
- Timely Response Collection
The client was able to receive over 120 web and telephonic survey responses within just one week. This quick turnaround was essential in keeping the project on schedule.
- Comprehensive Data Insight
The client found the response data easy to consume, thanks to the detailed telephonic transcripts and statistical visualizations provided by TTC. The analysis offered deep insights into the decision-making process of the respondents.
- Efficiency Gains
The client achieved significant efficiency in terms of cost and time, with reductions of up to 30%. This was largely due to TTC’s streamlined survey process and effective panel segmentation.
Conclusion
Through its meticulous approach, TT Consultants enabled the client to gain a deep understanding of the e-commerce preferences among US-based SMEs. The actionable insights gathered from the surveys helped the client refine their recommendations and improve their consulting services.Â
About TTC
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