If you look hard enough, surveys are filled with “insights”. There are always differences that could be interesting. Men may like your product more than women. Older people may buy your product less frequently. Awareness may lift when you rejig your website.
The challenge with analyzing surveys is that many things that look like insights are probably wrong. Statistical testing has been developed for just this problem. The purpose of a “stat test” is to work out if a result in a survey that seems to be interesting is likely to be a one-off fluke, or, is a true insight. [Read more…]