More Advanced Concepts: Getting Data Insights from FocusVision Decipher

FocusVision Decipher’s survey platform contains one of the most powerful and robust data reporting and analysis solutions. It is easy to use, yet sophisticated enough for more advanced users. In an earlier blog, we discussed some of FocusVision Decipher’s basic crosstab reporting functions, including ‘quick splits,’ automated significance testing, and ways to easily export your data analysis in a variety of formats, including a 1-click to powerpoint option. In this blog, we’ll explore more advanced features.

Insights professionals seeking to extract the most critical insights on their customers need to organize, segment and filter their data in a way that allows them to dig deeper. In the past, this kind of processing and prepping data for analysis was done by third-party data processing experts. Now, getting data insights is easier than ever with the DIY survey reporting and analytics tools provided by FocusVision Decipher.

Configuring Segments

The most common way to analyze survey data is through crosstab analysis. FocusVision Decipher supports basic data ‘splits’ defined by specific responses to a question (e.g. a respondent’s age or household income). But more sophisticated segments are often needed to really be useful and extract the specific insight valuable to you. Beyond simple age or gender distinctions, you may need to more closely look at age groups with specific income levels. These more refined segments can be created easily created by adding an additional question logic to your segment (Figure 1).

Figure 1. FocusVision Decipher supports the creation of custom segments for data reporting.

Customizing Settings

Beyond custom segments, your crosstab report will also need multiple layers of refinement. Maybe only specific regions matter to your business. Or perhaps it is important to isolate specific field dates for your data to assess the impact of last week’s advertising campaign. Filter options are available should you want to analyze specific cases or characteristics of respondents.

If you concerned that your data may not reflect representative sampling or want to check statistical significance, FocusVision Decipher also incorporates RIM weighting and can support per segment weighting schemes. Stat testing levels and groups can also be configured to best suit your analytical needs. These tools help ensure the validity of your findings so you can go to your stakeholder with more confidence.

Figure 2. Custom settings for your crosstab report allow you to refine your data analysis and insight.

Edit Data Table Settings

Depending on the number of questions in your survey, there may be stacks of data tables for you to review and sift through for understanding of your customer preferences and needs. An important function for the researcher is to organize and re-label data tables to make them more legible and easier to digest for insight. As you begin to develop an over-arching story or narrative for what your data is telling you, you’ll appreciate information that can be simplified and condensed. Take a simple NPS question.

A raw data table would report the data for the NPS question like this:

This is difficult to digest and it’s not immediately clear how respondents are feeling about Burger Run. With FocusVision Decipher’s Table Editor, you have the ability to edit how data tables are displayed (Figure 3). This includes reordering or hiding rows, changing data labels and values, and creating nets. Now the data table for our NPS question clearly reveals a significant proportion of detractors among Burger Run customers (Figure 4).

Figure 3. FocusVision Decipher’s table editor enables you to fully configure data tables for a more clear picture of your data.
Figure 4. After reformatting the NPS data table it’s apparent that Burger Run suffers from a significant portion of dissatisfied customers.

Being able to customize your data reporting and data processing enables you to more clearly see how your customers think, act, and feel. With FocusVision Decipher, you can work quickly and efficiently to get the insight you need to grow your business.

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