- online survey
Know your customer
Many companies have a difficult time understanding the needs and expectations of who their users are, especially globally. Creating new products or services generates many questions, i.e.:
- “What should we offer to get more customers?”
- “Which new services would be successful?”
- “Do I need different services in different countries?” etc.
To compare the answers to these questions globally, a standardized quantitative approach is the method of choice. We decided to use an online survey with a MaxDiff section for data collection. The client was so pleased with the first wave’s results that they immediately ordered another wave with four additional countries.
The Method: MaxDiff
MaxDiff (also known as “Best-Worst-Scaling”) is a method to measure distances between choices. This method helps to make decisions about new service development easier.
- Users are given sets of five items at a time. They must select the most and least important item of the given choice.
- This procedure is repeated several times per user. An algorithm makes sure that all possible combinations of items are shown equally.
- The result is a list of features that does not only rank them, but also shows the relative “distance” to each other and hence shows how much more important an item is compared to the others.
A MaxDiff is also much easier and less cost intensive as a conjoint analysis.
No time to read 200 slides? Use infographics!
The study generated tons of valuable results; this resulted in a challenge to communicate the results to our client decision makers (both globally and in each local market) without producing a lengthy, hard-to-consume, 200-slide document.
To solve this challenge we designed infographics for each country. Our client hosted them on their intranet servers for every stakeholder to access. The infographics consisted of an overview of the main results which were needed to make decisions and get to know customers better.