A person who is happy with the product or service purchased usually repeats their purchase. However, this action is driven by many circumstances that are difficult to clearly elucidate. For this reason, Market Research agencies offer their expertise and tools to brands to evaluate this topic. Each alternative available for understanding customer satisfaction with your offering has its implications. For example, with the help of modern technologies, this aspect can be anticipated and related to other variables in a shorter timeframe.
Over time, various means have been used to determine consumer satisfaction. Depending on the objectives of your business plans, you should choose one or more of these to support important decisions such as modifying the business concept or reconsidering the items in a catalog. For this reason, this week we list four methods available on the market to measure people’s appreciation for your differentiated value.
Net Promoter Score. We begin with quantitative and inferred methods. This score is very simple and provides a fairly revealing figure about your customers’ mood. The measurement instrument consists of a single question that, using a scale of 0 to 10, investigates the recommendation intention for a specific category. This can be a brand or an experience. Scores from 0 to 6 are defined as detractors, 7 and 8 as neutral, and 9 and 10 as promoters. To obtain the also known as the NPS the percentage of promoter ratings is subtracted from the percentage of detractors.
Likert scale. This is one of the simplest and most useful mechanisms for determining the degree of liking for various circumstances within the shopping experience. Although it is very practical, care must be taken to use it in a measured way, otherwise it can induce first-response bias. It works by assigning a numerical rating on a scale of 1 to 5; Although there are cases where it can be modified by offering a range of odd numbers.
Boolean question. A fairly simple instrument that we’ve all used in everyday life. Simply ask someone if they liked something or not. The only possible answers to this question are “yes” or “no.” This method has enormous limitations. As has been noted in other posts on this blog, and anyone familiar with Latin America will know, rather than admit to a seller’s face that we disliked what they sold us, we choose to be polite and state the opposite. It must be accompanied by other filters, such as inquiring about the reason for the answer.
Interview. Among qualitative techniques, we find informal approaching customers, either one-on-one or in a group. Through this exercise, it is possible to go as deep as the moderator’s expertise and the openness of the person involved allow. These activities yield many findings that would otherwise be obscured by numbers without context. Perhaps due to the investment required, they are not as widely used, but they can be the spearhead for developing other instruments such as quantitative questionnaires and hypothesis formulation.
Understanding consumer satisfaction must be an ongoing task. It is often addressed only when there are clear signs of dissatisfaction. When this point is reached, turning things around can be quite difficult. Anticipating negative reactions results in faster and more cost-effective tasks. Remember: people tend to be very reserved about their positive experiences and magnify negative ones. On the other hand, it is also true that a disagreement can result in a person not returning.
At Acertiva, we have assembled a team of analysts and strategic allies to meet your needs in this and other aspects of Market Research. We put our more than two decades of experience in LATAM at your disposal. We offer you a free fifteen-minute consultation to guide you through the first step of your brand and customer knowledge projects. Contact us today. It could be the start of your next success story.
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