Make the Data Come Alive: Vision 2020 Retrospective feat. Rachel Swanson, Founder of Method + Mode
Future Commerce · with Rachel Swanson · March 13, 2020 · 64 min
Summary
This episode provides a masterclass in market research for ecommerce operators. Learn how to design surveys that yield actionable insights, move beyond basic demographics, and craft compelling narratives from data to drive business decisions. The discussion emphasizes the importance of rigorous methodology combined with a focus on specific business objectives to "make the data come alive."
Key takeaways
To get accurate and actionable data, prioritize rigorous sampling and survey crafting, ensuring methodologies are sound without necessarily aiming for academic research. Focus on business objectives and existing hypotheses.
Design survey questions to be colloquial, limit jargon, and use non-binary, provocative questions (e.g., forced-choice tradeoffs) to reveal deeper consumer mindsets beyond simple agree/disagree scales.
Minimize open-ended questions in surveys, as they often yield "Yelp review" quality data. Instead, reserve in-depth qualitative feedback for one-on-one interviews or focus groups.
Integrate psychographic questions or behavioral segmentation batteries to uncover nuanced consumer mindsets and behaviors, moving beyond basic demographic slicing for richer insights.
Ask important questions in two or three different ways to ensure consistency in responses and identify phrasing that resonates most with participants, improving data reliability.
What does this episode say about analytics & attribution?
To get accurate and actionable data, prioritize rigorous sampling and survey crafting, ensuring methodologies are sound without necessarily aiming for academic research. Focus on business objectives and existing hypotheses.
What does this episode say about founder & leadership?
Design survey questions to be colloquial, limit jargon, and use non-binary, provocative questions (e.g., forced-choice tradeoffs) to reveal deeper consumer mindsets beyond simple agree/disagree scales.
What does this episode say about brand & content?
Minimize open-ended questions in surveys, as they often yield "Yelp review" quality data. Instead, reserve in-depth qualitative feedback for one-on-one interviews or focus groups.
What does this episode say about dtc strategy?
Integrate psychographic questions or behavioral segmentation batteries to uncover nuanced consumer mindsets and behaviors, moving beyond basic demographic slicing for richer insights.
What does this episode say about analytics & attribution?
Ask important questions in two or three different ways to ensure consistency in responses and identify phrasing that resonates most with participants, improving data reliability.
