Unconventional Techniques for Better Insights from Satisfaction Surveys

UX Strategy with Jared Spool, a Center Centre — UIE newsletter focused on bringing UX to a strategic level inside your organization.

“We want to hear from you.”

“How did we do?”

“Tell us how we’re doing.”

“How was your experience?”

Every week, it seems, we get a new batch of feedback surveys. Organizations want to know how we feel about the interactions we had with their products and services. They ask for “Just a quick moment of your time” to fill out a “brief” survey about the experience.

Until recently, design teams haven’t shown much interest in these types of surveys, as they mostly have been about marketing the product, not designing it. But, organizational interest in initiatives, such as Voice of the Customer, Customer Experience (CX), and now Customer Centricity has pushed design teams to pay more attention.

The interest comes with great intentions. The people behind the surveys earnestly want to know if the organization has lived up to its promises. They seek any information that can help them improve their designs.

Yet, the data they collect and the way they collect it may not give them what they’re hoping for. In the best case, surveys…