Defining Language to Find Actionable Insights
Defining language can be surprisingly difficult. We all have our own vocabulary and can clearly communicate with one another, but if you look deeper, you might realize that sometimes some of us are saying the same thing, but talking about different things.
While I’m sitting here enjoying my cup of coffee, I might tell you that it’s a quality cup of coffee. Am I talking about the taste? The experience itself – that it’s warm and feels nice on this surprisingly chilly morning? The smell? Or just that it is coffee and I need a cup of coffee in the morning before I get a headache?
That consideration can be extended to any survey I develop.
Example – How does one define brand loyalty?
If I ask someone if they’re “loyal” to a brand, what am I really asking them?
- Am I asking them how frequently they might buy other brands?
- Am I asking them how closely they identify with their brand?
- Am I asking them how likely they are to recommend that brand?
Generally, there is little danger in such misunderstandings in our everyday life. I have a quality cup of coffee, and you know that I’m enjoying it. What more do you need?
But how much value is there in knowing that your consumer base is “loyal” to your brand if you don’t know what that means?
What if you knew that 80% of your customers defined themselves as “very loyal” to your brand? That should make anyone happy. But, what if you didn’t know that 90% were still buying another brand if your brand was not readily available?
You might feel good knowing that 80% of your consumers were very loyal, but in the end, you might just be a cup of coffee to an addict who prefers your brand only when it’s there.
Photo Source: https://www.flickr.com/photos/chichacha/