Showing posts with label survey. Show all posts
Showing posts with label survey. Show all posts

Monday, February 13, 2012

Professor Facebook

More connective tissue may make academia more efficient

GIVEN journalists’ penchant for sticking the suffix “gate” onto anything they think smells of conspiracy, a public-relations consultant might have suggested a different name. But ResearchGate, a small firm based in Berlin, is immune to such trivia. It is ambitious, too—aiming to do for the academic world what Mark Zuckerberg did for the world in general, by creating a social network for scientists. And it is successful. About 1.4m researchers have signed up already, and that number is growing by 50,000 a month.

Non-scientists might be surprised that such a network is needed. After all, the internet was originally created mainly by academics for academics and Mr Zuckerberg’s invention, Facebook, got its start on college campuses. But though the internet has speeded things up, it has not fundamentally changed how researchers are connected. Academic communities are still pretty fragmented, frequently making it hard for scientists to find others doing similar research. And results often are not shared across disciplines.

To make things more efficient and interdisciplinary, ResearchGate wants to help the academic world to grow more connective tissue, as Ijad Madisch, one of the firm’s founders, puts it. As on Facebook, users create a profile page with biographical information, list their interests and research skills, and join groups. They can see what others with similar interests are up to and post comments. They can also upload their papers and create invitation-only workgroups.

The big question is whether ResearchGate will make enough money to keep its investors happy. So far, it is running on cash from Accel Partners and Benchmark Capital, two venture capitalists based in Silicon Valley. A third firm is expected to join them soon. But these people will want a return on their investment.

Some of that may already have come from the Max Planck Society, which runs many of Germany’s best research campuses and had ResearchGate build it a private network. Over the longer haul, the firm hopes to charge companies and universities for using it to advertise jobs, and to operate a marketplace for laboratory materials. It has no plans to post other advertising, though, nor to charge its users directly.

At the moment, most of those users are in their 20s. Their favourite activity is to ask each other questions about practical research problems, from DNA-sequencing techniques to statistical tricks. They are also busy reading each other’s papers: more than 10m have been uploaded. (Most scientific journals now allow authors to post their work on “personal web pages”, which includes profile pages on social networks, according to Dr Madisch.)

The service certainly saves these young researchers trial and error, and therefore time and money. They will probably also like a new feature ResearchGate is planning to introduce in April: a feedback system which lets users rate each other’s contributions. This would allow them to build a reputation other than by publishing papers.

Scientists whose reputations are established may be more hesitant, though, and not just because they are set in their ways. Science is not only about collaboration but also about competition. This limits what people are willing to share. But Dr Madisch is optimistic. Those who have grown up with Facebook, he says, know that sharing will improve their research. And their older colleagues will eventually come around—or retire.

Tuesday, January 24, 2012

Stop the surveys, please!

Stop the surveys, please!

According to a recent USA today article, you could be hurting brand loyalty by asking your customers to fill out “another” customer satisfaction survey. Consumer fatigue issues should have us all rethinking how we measure brand loyalty. Here are a few consumer quotes to highlight consumer complaints:

  • “I can’t remember the last time I bought a fast-food hamburger or a sandwich without seeing a request for a survey on the receipt. I don’t always have that much to say about a purchase.”
  • “I resent the assumption that I’m interested in helping this company beyond making a purchase. Giving them your money is enough”
  • “When the survey-taker can’t veer from a ‘totally satisfied, somewhat satisfied, not satisfied’-style script, its impossible to see how they could ever be of any use.”
  • “I don’t mind being asked for input on such a big-ticket item as a car or a cruise. But ‘my goodness, after an oil change?’”
  • “It often makes more sense to comment on (travel) sites than to take surveys. ‘This way, both potential customers and management can benefit.’”

At the heart of the issue is a gap between consumer media habits and data collection trends. Consumers are reading and posting feedback at their favorite websites or engaging in brand discussions via social media; while researchers continue using traditional survey methods and struggle with social media technology and inaccurate data mining tools.

Here are three ideas on potential new approaches for customer satisfaction feedback:

  1. Use the approach Godaddy took on a recent call. They simply invited me to provide comments via email, website or social media and even provided me a specific person to contact. Even better if they would have offered an incentive.
  2. A new beta-site called suggestionbox.com allows customers to provide feedback in a suggestion box format. Customers can select a specific retail location to post to. They can also view comments from others and companies can review and post if/when a suggestion is implemented.
  3. For more in-depth information, we’ve found great success recruiting panels customers to participate in a private Facebook group. Participants find it easy and enjoyable to provide feedback, and a panel can be set up for multiple weeks so consumers can move beyond transactional feedback to competitive comparisons or even co-creation of new and improved product or service solutions.

What do you think companies should do to better approach brand loyalty and customer satisfaction measurement?