Investing in a qualitative survey to improve your website and–in general–your online presence is a good idea. Because that way you look at the work you do from a different, detailed perspective. Excluding what is the bias associated with a myopic view of your work.
This means, in a nutshell, having a different view to improve what appears perfect to you. It happens, after working for days (maybe months) on a project everything seems easy and intuitive.
The website navigates easily, user experience and accessibility problems don’t seem serious (although the search console reports them). And the corporate blog topics are always interesting.
But is this really the case? Actually a qualitative survey can help you improve the overall work, that related to the editorial plan but also to usability and user experience. Want to explore this topic further?
What is research or qualitative inquiry
By the term qualitative survey (also known as research) we mean a set of theories and techniques useful for knowing in depth the opinion of a small number of people.
It is contrasted with quantitative research in which the conditions are reversed: there is more focus on the number of feedbacks than on depth. In order to better understand the concept behind this type of research, we need to consider the qualitative method that underpins sociological research techniques and, precisely, does not use mathematical and statistical models.
The basic principle (…) is that it is not important to describe or predict something in relation to large numbers, but rather to want to investigate in great depth a single aspect, case, issue, trying to get as much information about it as possible.
WIKIPEDIA
Thus, with qualitative research we are pointing our attention toward the in-depth investigation of opinions and intentions. While quantitative research mainly uses multiple-choice questionnaires as tools, qualitative research finds reference in interviews, focus groups, remote and participant observation of ethnographic matrix. Here are some quick concepts to always remember.
WHAT IS MEANT BY QUALITATIVE RESEARCH?
It is a method of analysis that prefers quality of information over large numbers. It can delve into a specific aspect to shed light on a single detail that will help you direct your analysis.
WHAT IS THE ROLE OF THE RESEARCHER?
The researcher must choose the ideal tool to collect the information, put the data together, and use it to best contextualize the information. So as to obtain noteworthy results.
WHAT ARE THE USEFUL TOOLS?
Qualitative inquiry relies on the use of techniques that do not limit the opinions of the people called upon to predefined choices. Just as would be done with quantitative survey.
Why engage in qualitative inquiry?
Qualitative research, by its very nature, suggests to you how people broadly describe an aspect you want to investigate. But you cannot (or could not) use this information to decide whether to make a substantive change. Investing in qualitative research, however, means getting useful data.
You can use the survey to find out what your audience thinks about your work. This, too, is important information that needs to flow into that funnel composed also of quantitative data related to the use of different platforms. Google Analytics, Search Console, Pagespeed Insight, Google Optimize-these platforms give raw data that a good data analyzer has to interpret.
But to make your Deming process perform better and better, it can be useful to add the observations that come through qualitative investigation that can leverage different tools.
Must-read: what checks before publishing an ecommerce
Methods for obtaining useful data from users
All good qualitative research must base its usefulness on data. Which come from different tools that the researcher must be able to evaluate, choose and use. What are the tools of the trade to get the essential information for your listening project?
Request feedback from users
A great idea: you can use input from your readers, followers and fans to improve your work. The mechanism? You need to store and organize clear information, and you can do this in different methods.
The first step I suggest: use blog article comments. You know that at the end of posts you can allow people to leave an opinion, use this to get opinions and feedback that can support your path to optimizing (for example) the editorial plan.
Something like this can be done at the end of a purchase: if you have an e-commerce it is a good idea to send an email or pop up a screen in the check-out to ask for an opinion, an indication of what went well and what, instead, should be improved. In this regard you can use Trustpilot, which offers a great service for recording customer opinions and reviews.
In this way you can question the user with respect to the smoothness of the purchasing process and the presence of any blockages in the process. You can also do this through telephone contact. Sure, you can’t call all your customers, but this way you can get accurate referrals.
Feedback request services
Not all methods of obtaining information and organizing qualitative research are structured to be done in a professional manner. For example, you can create forms on Google Drive.
Here you can leave questions and answer fields open, no multiple options. Then, to maximize the result you can share this form to enter opinions via email.
Perhaps through a newsletter or on social networks that also allow you to create sponsored posts that will definitely help your brand spread the word about your request.
There are actually some advanced solutions. For example, you can use SurveyMonkey, a service designed to send questions to a variety of audiences and tools to suit:
- Customer and job satisfaction.
- Employee engagement surveys.
- Market research and opinion surveys.
- Meeting and event organization surveys.
- Online qualitative research surveys.
Surveymonkey allows you to create any type of questionnaire and submit the work through different methods. Even via e-mail. If you use Mailchimp you have an integration available although with this email marketing program–as well as others–you can create questionnaires to send out.
In addition, there are several specific tools for creating questionnaires specifically dedicated to the possibility of receiving feedback related to user experience: Usabilla and Typeform are two names to remember.