Most technology solutions
are expensive, time consuming and painful to implement. But Mindshare
is rolled out with incredible ease and at very low cost. All you
need to do to run the program is establish an incentive procedure.
Why offer an incentive?
While the Mindshare system does not require an
incentive, the use of incentives to increase response rates is
advantageous to reduce "non-response bias".* Surveys without an
incentive tend to capture only the 'gripers'. Using an incentive
increases participation from the vast majority of your customers
in the middle (between very happy and very unhappy) giving you
better results.
What to offer?
Wherever possible, offer incentives that...
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Have broad appeal across your customer
base |
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Stimulate repeat business. |
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Strengthen your brand. |
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Stimulate trial of strategic products or
categories. |
Surprisingly, offers need not be expensive to generate statistically
significant response volumes.
How to offer?
Like everything
else in your business, this is most effective when automated and
systematized. Printed certificates or coupons will work fine, but
where possible, printing your offers on a receipt through your point
of sale system makes the system completely automatic.
Mindshare has extensive experience with the design
of effective offers and will consult with you to define a program
most effective for your business.
*Bill Kalsbeek, Judging the Quality
of a Survey, 1998, American Statistical Association
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“After
a thorough review of Mindshare’s customer survey program,
I have found it’s procedures and methodology represent a
statistically sound data collection method and are capable of
accurately measuring guest responses. Granting participants an
incentive to take part in the survey to increase participation
is an acceptable method of rewarding participation without negatively
influencing survey scores.
The number of responses needed to obtain substantive data is reflected
in the confidence level or margin of error, thus a positive relationship
exists between the response rate and the likelihood that the sample
is statistically representative of the entire population”
Dr. Dennis Eggett
Director
Center for Statistical Consultation and Collaborative Research,
Brigham Young University. |
