Quantifying emotions, particularly those associated with a brand for marketing purposes, has always been a challenging task. If you’re considering adding qualitative survey data to your web analytics reporting, whether in dashboards or other periodic reports to management, this should help you evaluate the relative value you might expect to receive from using the Net Promoter Score, 4Q from iPerceptions and Avinash Kaushik, Foresee’s ACSI, or Gallup’s CE11.
At its best, qualitative research can provide deep insight into customer motives and behavior far beyond what the raw web analytics data can tell you. Open-ended questions allow site visitors to speak freely about their likes, dislikes, frustrations, and successes in navigating your site to achieve their session goals. However, this is often difficult to condense and summarize, and the few who speak up may not be representative of the target audience you are attempting to reach. In any case, you want to collect the data in a way that makes analysis possible with limited staff resources (who has time to read or process a thousand comments a day?), and moreover, create insights that are actionable by management.
Continue reading ‘Yes, but how does it make you feel? Adding qualitative insight to your web analytics approach’
Recently, I attended a product demonstration of a tool that aims at optimizing the use of web sites/applications. Imagine a camera mounted on the shoulder of visitors, whose every action would be recorded and sent to you in real time. This software has a name: TeaLeaf.
Last week, OX2’s 
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