Randomization is included by default into our core questions for our win loss and customer experience web surveys. Answer options automatically rotate for select questions so one respondent sees the answers organized one way and the next respondent will view it in a different order. You can rest assured your surveys are unbiased bringing you the most in-depth, accurate data for your win loss and customer experience solutions.
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3) Avoid filtering. Filtering happens when certain options such as “undecided” or “don’t know” are
not included in the list of possible answers. Your respondent may not have a definitive opinion
on the question to answer it properly. By removing filtering, you will avoid respondents choosing
an option simply because they had no other choice.
4) Randomize your answer options. For multi-select, single select, and other quantitative ques-tions,
the order of the questions and their applicable answer options can change your results.
Randomize the answer options in your surveys and interviews to improve the integrity of your
data by removing order and reducing survey fatigue. For example, some respondents may
choose the last option simply because it is the last item they read. Other times, especially with
long surveys, respondents may select the first option and ignore the rest.
Respondent A could see: While Respondent B could see: And Respondent C could see:
5. Why did you select ABC Inc.?
• Reputation
• Breadth of Services Offered
• Product Features/
Functionality
• Ease of Use
• Best Value
5. Why did you select ABC Inc.?
• Best Value
• Ease of Use
• Breadth of Services Offered
• Product Features/
Functionality
• Reputation
5. Why did you select ABC Inc.?
• Product Features/
Functionality
• Breadth of Services Offered
• Reputation
• Best Value
• Ease of Use
By eliminating bias in your surveys, you will collect the pertinent data you need and get the
voice of your solution to meet up with the voice of your buyer.
How does Primary Intelligence use these principles in our research process?
Use a disinterested third party We conduct phone interviews and surveys on behalf of our cli-ents.
Choose the right wording We specialize in win loss and customer experience analysis and
have proven research methodologies. We’ve conducted thou-sands
of interviews over 13 years and know how to format ques-tions,
ask questions, and probe for insights.
Avoid filtering We always include Don’t know, Unsure, Refused, None, and
Other (please specify) when applicable and provide the largest
span of answers possible.
Randomize your answer options Our decision and experience driver questions, which ask buyers
to identify and rate influencers, show answer options in a random
order for each web survey.
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