2. Learnings

Through conducting the customer insight Phase 1 project, some learnings can be implemented to improve Phase 2.

Options and missing data

While responding to some of the multiple-choice scale questions, respondents were given the options of choosing between ‘I don’t know’ and ‘neither agree nor disagree’. It was observed that an approximately equal number of respondents chose each option for every question. Since the two options have meanings that are quite overlapping, this might have left the respondents confused when responding to the questions. In future, only one option shall be provided out of the two, or neither at all, to reduce any confusion.

Secondly, towards the end of the survey, around 12% of the total number of responses were missing data. This is an indicator that people dropped out of the survey, which may be due to the survey being too long. This is a justification to keep the survey of a shorter length and more focused in future. This could help tackle the dropout rate and missing data.

Language skills

Additionally, as observed at some of the events, a few respondents decided not to proceed with the survey as they expressed, they had poor English skills. Thus, in order to increase access to the survey and ensure that language does not act as a barrier in survey completion, the possibility of making the survey available in different languages shall be explored in areas with high ethnic minority representation.

Paper questionnaires

Lastly, usage of paper questionnaires proved to be an inefficient method of conducting the survey at events as it took a long time to conduct the questionnaire and input the data into Survey Monkey. In future, tablets could be used as an alternative to collect responses at in-person events. This could help save time and effort and make the process much faster.