Pictured: Path-2-Purchase™ Platform dashboard
Below is a hypothetical customer satisfaction survey for a casual dining restaurant chain. It looks like a lot of standard surveys that are regularly fielded, but in fact the design is woefully outdated. We’ll tell you why, and what you can do about it.
First, take a look and ask yourself which questions you wish you could replace or eliminate, because you know the data will be compromised by recall bias and other issues that beset stated response questionnaires.
Q1: Have you been to [restaurant chain name] in the past 14 days?
Q2: Please give the location of the restaurant, by city and, if possible, the district or street.
Q3: How often do you eat at a [chain name] restaurant?
Q4: Did you eat at any of these other restaurants during the past 14 days? [showing a list of four competing chains]
Q5: How often do you eat at [the competitors’ restaurants]?
Q6 – Q13: [a series of customer satisfaction and net promoter score questions about the respondent’s most recent visit to the client’s restaurant.]
Q14-Q21: [Identical customer satisfaction questions about the most recent visit to a competitor’s restaurant.]
It’s the first five questions that are problematic. The inadequacy of Q1 to Q5 compromises the reliability of the remainder of the survey, because stated answers about visitation over time just aren’t very trustworthy. Do you remember which restaurants you visited over the past two weeks? Do you still have a strong impression and an accurate, specific recall of the experience, including what you ordered and how friendly and efficient your server was? How satisfied or dissatisfied you were – and why?
So how do you avoid compromising your data about consumer experience and consumer satisfaction? Instead of asking problematic questions about who, where, when and how often, businesses can leverage the groundbreaking Path-2-Purchase™ Platform and see at a glance where real, validated consumers have gone, hour by hour, day by day, across 12.5 million U.S. locations, including all locations of the top 1,000 retailers. Here’s some of what Path-2-Purchase™ delivers:
- Archived, comprehensive location and visitation data that lets you identify brand loyalists and brand rejectors before you’ve even started.
- Survey targeting based on locations, visits and detailed, validated profiles of the industry’s largest proprietary, all-mobile consumer panel.
- The ability to field in-store or after-visit surveys that all but eliminate recall bias.
- “Why” answers you can trust because you’ve asked them at the Point-of-Emotion® where decisions and experiences are vividly in your respondents’ minds.
- Validation by photo capture of purchase receipts or other identifying images.
- Vivid, in-their-own words insights from “video selfies” you can ask respondents to make about a dining or shopping or product-use experience, while it’s happening or just after the event.
In short, Path-2-Purchase™ gives you a big head start without even having to ask “who,” “when,” “where” and “how often.” You can focus confidently on the crucial “why,” knowing you’ll get data from the right respondents, with recall bias neutralized. It’s accurate, efficient, and simply better, because it’s categorically different from stated-answer surveys taken by poorly validated, multi-sourced panelists.
To set up a one-on-one demo about how Path-2-Purchase™ Platform delivers validated consumer insights for everyone, just click here.