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July 12, 2018

Ask More: A Simple Guide to Asking More Effective Guest Survey Questions

Ask More: A Simple Guide to Asking More Effective Guest Survey Questions

Ask More: A Simple Guide to Asking More Effective Guest Survey Questions

NEWS

Blooloop’s Top 50 Theme Park Influencer List
An interesting read to see the diversity of the industry.
https://blooloop.com/blooloop-50-theme-park-influencer-list/#top50...


Ask More: A Simple Guide to Asking More Effective Guest Survey Questions

NEWS

Blooloop’s Top 50 Theme Park Influencer List
An interesting read to see the diversity of the industry.
https://blooloop.com/blooloop-50-theme-park-influencer-list/#top50

How Cedar Fair Scaled An Immersive Mobile Experience
Jim Denny VP of eCommerce: https://www.bloomreach.com/en/blog/2018/06/how-cedar-fair-scaled-an-immersive-mobile-experience.html


Main Topic:
Ask More: A Simple Guide to Asking More Effective Guest Survey Questions

Recommended Reading
1.Ask: The Counterintuitive Online Formula to Discover Exactly What Your Customers Want to Buy. By Ryan Levesque https://amzn.to/2ztMn7k

2.Decisive: How to Make Better Choices in Life and Work by Chip & Dan Heath https://amzn.to/2u8ZeGQ
3.Influence: The Psychology of Persuasion by Robert B. Cialdini https://amzn.to/2KKVSEe

General Notes
1.Everyone should be surveying, no matter the size/level of experience.
1.It doesn’t have to be complex.
2.Understand what you’re going to use the data for and how to codify it (see below for biases)
3.Don’t make the surveys too long, 3-5 questions max but 3 is ideal.
4.People are terrible at predictions.
1.Ask: What did they not like, what did they do in the past.
5.People are bad at giving examples without proper framing.
1.Ask: ‘On a scale from 1-10 how would rate the ride?’ and then ‘why did you not rate it lower’
6.The longer the response, the closer you are to a pain or peak point.
7.Understand the Net Promoter Score below
a.Remember we want to move people up ranks to have incredible experiences and not waste too much time on the pits if they aren’t realistic.
8.Understand the genre of the survey:
Quantitative
Qualitative
Observing
Net Promoter Score (below)
9.Use surveys to counter biases
Narrow Framing
Confirmation Bias
Short-Term Emotion
Overconfidence

About the Net Promoter Score:
“On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?” Based on their rating, customers are then classified in 3 categories: detractors, passives and promoters”
https://www.medallia.com/net-promoter-score/

Brad’s Invisible Asymptotes Reference
“I see many companies spend time analyzing funnels and seeing who emerges out the bottom. As a company grows, though, and from the start, it's just as important to look at those who never make it through the funnel, or who jump out of it at the very top.

When companies run focus groups on their products, they often show me the positive feedback. I'm almost invariably more interested in the folks who've registered negative feedback, though I sense many product teams find watching that material to be stomach-churning. Sometimes the feedback isn't useful in the moment; perhaps you have such strong product-market fit with a different cohort that it isn't useful. Still, it's never not a bit of a prick to the ego.

However, all honest negative feedback forms the basis of some asymptote in some customer segment, even if the constraint isn't constricting yet. Even if companies I meet with don't yet have an idea of how to deal with a problem, I'm always curious to see if they have a good explanation for what that problem is.

One important sidenote on...