I Know My Priority Area. Now What? Part 2

By Rhonda Berg

Next Steps:  Digging Deeper into ForeSee Model Results

This is the second in a three-part series by ForeSee Research Manager Rhonda Berg. Subscribe to Rhonda’s posts or to The ForeSee Blog to receive future updates.

In the first post in this three-part series, we talked about some aspects of the ForeSee model itself so that you understand how it works to provide you with the big-picture information you need about your priority areas.  That’s not enough information, though.  You need to better understand the issues people are experiencing within a priority area as well as the steps you might be able to take to fix them.  What should you do next?

• Gather more information from respondents about what they have experienced and what they might like to see changed within a top priority area.  Ask your ForeSee Satisfaction Research Analyst about drilldown questions.  Your analyst has access to a battery of supplemental question ideas for different areas.  We can add questions that will help you to dig far deeper, and they can be tailored to your touch point experience and audience.  Questions can be open-ended (What can we improve about the navigation options available to you on this site?) or closed-ended (Did you use the search feature on the site today?).  These questions can tell us about behaviors (Which of the following areas of the site did you visit today?) as well as preferences (Which of the following new sorting options would you most like to see on this site?).
• Approve the new questions as quickly as possible.  Your analyst can only get you great new information from new questions when permission is given to gather it.  Good research often leads to more questions that will move you further along the path of understanding what your audience experiences and what they need most.
• Schedule a Satisfaction Insight Review to understand the detailed results for the new drilldown questions and quantify the implications of changes in the priority area on satisfaction and key future behaviors.  Through these reviews, your analyst can help you to glean important information that will help you to plan changes that have the greatest chance of improving the bottom line.
• Schedule a Usability Audit Review in a priority area.  Survey respondents can give us great information about what they’ve experienced, what they like or dislike, and even what they think you should fix.  However, changes are often best determined with a dose of expert opinion that goes beyond the information that survey respondents can provide.  The beauty of our approach is that we learn from respondents which priority area can impact their satisfaction and the bottom line the most, and then we focus usability audits on uncovering tactical suggestions that address the priority area.

We also hope to help you to take the next step by making great use of your results.  It is often a challenge to build consensus to bring about changes that can improve a business or website.  As an objective third party representing the voice of your customers and providing expert best practice information, we hope to support you as much as we can in your advocacy for making improvements.

Your ForeSee analyst can also help you to evaluate whether the changes you’ve made have truly made a difference in the eyes of your audience.  Stay tuned for another post about that topic coming soon.