The main reason people conduct a survey is to collect important information to make better decisions.   It might be to improve an existing product, or perhaps improve an upcoming experience.  Perhaps to understand the satisfaction of suppliers or how happy employees are.  Perhaps to know what others think about a specific topic.

Whilst many people will use surveys to ask positive questions like ‘how well we are doing’ (e.g. a product or service or employment relationship), it can also be important to collect information about what isn’t working or what they don’t want.  Some people can accidentally think it sounds a bit negative to ask these sorts of questions because it draws attention to negative things.

However, it can be extremely useful to know what people don’t want or don’t enjoy or don’t like.  Often, these problems are the things you most need to know because, once you know them, you are in a position to do something about.

An example is a restaurant.  A customer really enjoyed the food, but didn’t like the music in the background.  Whilst they could have been a repeat customer, the music was a turnoff and so they don’t come back, preferring to go to another place where the food is also good.  I am sure you can think of an example that is relevant to you.

With Tandem Surveys, a great way to discover problems is to ask an open-ended question to ensure you properly understand the full context, and then use our AI Reporting feature to help summarize the text-based answers.  It helps to ensure you don’t need to rely on any assumptions because people are giving you all the information you need.

As always, if you have any questions about surveys and how to get the most from Tandem, simply contact our support team.