Skip to product menu
close
  • Sales
    Press Space or Enter to display list of options
EXPLORE ALL PRODUCTS

Sales

 
CRM

Comprehensive CRM platform for customer-facing teams.

CRM
 
Bigin

Simple CRM for small businesses moving from spreadsheets.

Bigin
 
Forms

Build online forms for every business need.

Forms
 
SalesIQ

Live chat app to engage and convert website visitors.

SalesIQ
 
Bookings

Appointment scheduling app for consultations with customers.

Bookings
 
Sign

Digital signature app for businesses.

Sign
 
RouteIQ

Comprehensive sales map visualization and optimal route planning solution.

RouteIQ
 
Thrive

Complete loyalty and affiliate management platform.

Thrive
 
Voice

Cloud Contact Center Software for businesses.

Voice
 
Suites
CRM Plus

Unified platform to deliver top-notch customer experience.

CRM Plus

Marketing

 
Social

All-in-one social media management software.

Social
 
Campaigns

Create, send, and track targeted email campaigns that drive sales.

Campaigns
 
Forms

Build online forms for every business need.

Forms
 
Survey

Design surveys to reach and interact with your audience.

Survey
 
Sites

Online website builder with extensive customisation options.

Sites
 
PageSense

Website conversion optimization and personalisation platform.

PageSense
 
Backstage

End-to-end event management software.

Backstage
 
Webinar

Webinar platform for webcasting online webinars.

Webinar
 
Marketing Automation

All-in-one marketing automation software.

Marketing Automation
 
LandingPage

Smart landing page builder to increase conversion rates

LandingPage
 
Publish

Manage all your local business listings on a single platform.

Publish
 
SalesIQ

Live chat app to engage and convert website visitors.

SalesIQ
 
Sign

Digital signature app for businesses.

Sign
 
Thrive

Complete loyalty and affiliate management platform.

Thrive
 
Voice

Cloud Contact Center Software for businesses.

Voice
 
NEW
LeadChain

Sync, manage, and convert leads across channels seamlessly.

LeadChain
 
NEW
CommunitySpaces

Online community platform for individuals and businesses to grow their network and brand.

CommunitySpaces
 
Suites
Marketing Plus

Unified marketing platform for marketing teams.

Marketing Plus

Commerce and POS

 
Commerce

eCommerce platform to manage and market your online store.

Commerce

Service

 
Desk

Helpdesk software to deliver great customer support.

Desk
 
Assist

Remote support and unattended remote access software.

Assist
 
Lens

Interactive remote assistance software with augmented reality.

Lens
 
FSM

End-to-end field service management platform for service businesses.

FSM
 
SalesIQ

Live chat app to engage and convert website visitors.

SalesIQ
 
Voice

Cloud Contact Center Software for businesses.

Voice
 
Solo

The all-in-one toolkit for solopreneurs.

Solo
 
Bookings

Appointment scheduling app for consultations with customers.

Bookings
 
Suites
Service Plus

Unified platform for customer service and support teams.

Service Plus

Finance

 
Books

Powerful accounting platform for growing businesses.

Books
 
FREE
Invoice

100% Free invoicing solution.

Invoice
 
Expense

Effortless expense reporting platform.

Expense
 
Inventory

Powerful stock management and inventory control software.

Inventory
 
Billing

End-to-end billing solution for your business.

Billing
 
Checkout

Collect payments online with custom branded pages.

Checkout
 
NEW
Payroll

Payroll software with automated tax payments and filing.

Payroll
 
Solo

The all-in-one toolkit for solopreneurs.

Solo
 
Practice

Practice management software for accounting firms.

Practice
 
Sign

Digital signature app for businesses.

Sign
 
Commerce

eCommerce platform to manage and market your online store.

Commerce
 
Suites
Finance Plus

All-in-one suite to manage your operations and finances.

Finance Plus

Email and Collaboration

 
Mail

Secure email service for teams of all sizes.

Mail
 
Meeting

Online meeting software for all your video conferencing & webinar needs.

Meeting
 
Writer

Word processor for focused writing and discussions.

Writer
 
Sheet

Spreadsheet software for collaborative teams.

Sheet
 
Show

Create, edit, and share slides with a sleek presentation app.

Show
 
Notebook

Beautiful home for all your notes.

Notebook
 
Cliq

Stay in touch with teams no matter where you are.

Cliq
 
Connect

Employee experience platform to communicate, engage, and build positive employee relations.

Connect
 
Bookings

Appointment scheduling app for consultations with customers.

Bookings
 
TeamInbox

Shared inboxes for teams.

TeamInbox
 
WorkDrive

Online file management for teams.

WorkDrive
 
Sign

Digital signature app for businesses.

Sign
 
Office Suite

Powerful collaborative work platform for teams.

Office Suite
 
Office Integrator

Built in document editors for web apps.

Office Integrator
 
ZeptoMail

Secure and reliable transactional email sending service.

ZeptoMail
 
Calendar

Online business calendar to manage events and schedule appointments.

Calendar
 
Learn

Knowledge and learning management platform.

Learn
 
Voice

Cloud Contact Center Software for businesses.

Voice
 
ToDo

Collaborative task management for individuals and teams.

ToDo
 
Tables

Work management tool to connect people, processes, and information.

Tables
 
FREE
PDF Editor

Collaborative online PDF editing tool.

PDF Editor
 
Suites
Workplace

Application suite built to improve team productivity and collaboration.

Workplace

Human Resources

 
People

Organize, automate, and simplify your HR processes.

People
 
Recruit

Intuitive recruiting platform built to provide hiring solutions.

Recruit
 
Expense

Effortless expense reporting platform.

Expense
 
Workerly

Manage temporary staffing with an employee scheduling solution.

Workerly
 
NEW
Payroll

Payroll software with automated tax payments and filing.

Payroll
 
Shifts

Employee scheduling and time tracking app.

Shifts
 
Sign

Digital signature app for businesses.

Sign
 
Suites
People Plus

Comprehensive HR platform for seamless employee experiences.

People Plus

Security and IT Management

 
Creator

Build custom apps to simplify business processes.

Creator
 
Directory

Workforce identity and access management solution for cloud businesses.

Directory
 
FREE
OneAuth

Secure multi-factor authenticator (MFA) for all your online accounts.

OneAuth
 
Vault

Online password manager for teams.

Vault
 
Catalyst

Pro-code platform to build and deploy your apps.

Catalyst
 
Toolkit

Complete resource for any admin-related lookup queries.

Toolkit
 
Lens

Interactive remote assistance software with augmented reality.

Lens
 
Assist

Remote support and unattended remote access software.

Assist
 
QEngine

Test automation software to build, manage, execute, and report testcases.

QEngine
 
NEW
RPA

Automate manual, tedious, and repetitive tasks easily.

RPA

BI and Analytics

 
Analytics

Modern self-service BI and analytics platform.

Analytics
 
Embedded BI

Embedded analytics and white label BI solutions, tailored for your needs.

Embedded BI
 
DataPrep

AI-powered data preparation service for your data-driven organization.

DataPrep
 
NEW
IoT

Harnessing IoT analytics for real-time operational intelligence.

IoT

Project Management

 
Projects

Manage, track, and collaborate on projects with teams.

Projects
 
Sprints

Planning and tracking tool for scrum teams.

Sprints
 
BugTracker

Automatic bug tracking software for managing bugs.

BugTracker
 
Solo

The all-in-one toolkit for solopreneurs.

Solo

Developer Platforms

 
Creator

Build custom apps to simplify business processes.

Creator
 
Flow

Automate business workflows by creating smart integrations.

Flow
 
Catalyst

Pro-code platform to build and deploy your apps.

Catalyst
 
Office Integrator

Built in document editors for web apps.

Office Integrator
 
ZeptoMail

Secure and reliable transactional email sending service.

ZeptoMail
 
QEngine

Test automation software to build, manage, execute, and report testcases.

QEngine
 
Tables

Work management tool to connect people, processes, and information.

Tables
 
NEW
RPA

Automate manual, tedious, and repetitive tasks easily.

RPA
 
NEW
Apptics

Application analytics for all apps.

Apptics
 
Embedded BI

Embedded analytics and white label BI solutions, tailored for your needs.

Embedded BI
 
NEW
IoT

Build, deploy, and scale IoT solutions for connected businesses.

IoT
 
DataPrep

AI-powered data preparation service for your data-driven organization.

DataPrep

IoT

 
NEW
IoT

Low-code IoT platform and solutions for connected businesses.

IoT

Search Result

 
CRM Plus

Unified platform to deliver top-notch customer experience.

Try now
CRM Plus
 
Service Plus

Unified platform for customer service and support teams.

Try now
Service Plus
 
Finance Plus

All-in-one suite to manage your operations and finances.

Try now
Finance Plus
 
People Plus

Comprehensive HR platform for seamless employee experiences.

Try now
People Plus
 
Workplace

Application suite built to improve team productivity and collaboration.

Try now
Workplace
 
Marketing Plus

Unified marketing platform for marketing teams.

Try now
Marketing Plus
 
All-in-one suite

Zoho One

The Operating System for Business

Run your entire business on Zoho with our unified cloud software, designed to help you break down silos between departments and increase organizational efficiency.

TRY ZOHO ONE
Zoho One
Zoho Marketplace

With over 2000 ready-to-use extensions across 40+ categories, connect your favorite business tools with the Zoho products you already use.

EXPLORE MARKETPLACE
Marketplace
Skip to main content
  • KPIs: What to look out for
  • Qualitative vs. quantitative
  • Important customer experience metrics
  • Important market research metrics and analytics options
  • Analyzing qualitative data
  • Classifying reports for effective analysis
  • Custom reports
  • Cross-tab reports
  • Custom Filters
  • Collectors
  • The convenience of dashboards
  • Conclusion

KPIs: What to look out for

KPIs, or key performance indicators, are metrics that help you evaluate your performance over a period of time. They can also help you determine how well your company is doing compared to your competitors. The type of metrics you should track depends on your research goals. In this post, we’ll cover the major analysis types you can perform using Zoho Survey. But before we dive into that, let’s look at the difference between quantitative and qualitative data.

Qualitative vs. quantitative

Quantitative data is, as the name suggests, data that can be quantified or measured. It is usually statistical data obtained from close-ended questions.

Qualitative data is obtained from open-ended questions. Simply put, qualitative data is any information entered by a respondent in their own words. This can include their name, DOB, or the answer to an open-ended question.

Pro tip: Always analyze quantitative data first. Qualitative data is often enormous, and going through paragraphs of content from multiple respondents is time-consuming. Analyzing your quantitative data first will help you know where to concentrate while examining your qualitative data.

Now, let’s expore the different types of qualitative data.

Important customer experience metrics

A CSAT score (customer satisfaction score) is used to determine how satisfied a customer is with your product or service. This information can be obtained by asking a single question to learn about a customer’s overall experience, or a series of questions that ask the customer to rate different aspects of a product/service.

Representation: If the question asks respondents to rate different aspects of a product, it is a good idea to use a spider chart or a stacked bar graph.


A CES (customer effort score) is an indicator of how easy it was for the customer to interact with your brand—to make a purchase, look for a specific product, or to understand product instructions. A likert scale is usually used for these questions.

Representation: A CES is usually represented by a standard bar graph.


An NPS (net promoter score) helps you measure the loyalty your customers feel towards your brand.

Representation: In Zoho Survey, NPS and average NPS is represented by a meter gauge.

Important market research metrics and analytics options

Market research is used to get a feel for the market when your business is expanding or entering a new segment. You can use market research to learn about consumers’ willingness to pay, brand awareness, customer acquisition cost (CAS), likelihood that customers will switch from their current brand (LTS), customer demographics, and more.

A total unduplicated research and frequency (TURF) analysis is an important tool in market research. It reveals the combination of products/services your customers are most likely to purchase.

Pro tip: It is a good idea to consider the LTS when making decisions, as a positive NPS or CSAT score doesn’t necessarily mean that the customer is ready to switch from their existing brand.

Representation: Matrix type questions are frequently used for market research, because they allow you to evaluate multiple parameters of multiple products at once. Depending on whether they’re representing two-dimensional or three-dimensional data, reports employ stacked bar graphs or a clustered bar graph.

In Zoho Survey, you will find the TURF Analysis option at the top of the standard bar graph. Enter the number of simulation counts you want to carry out, and voila—the TURF Analysis report is generated.

Here’s an example that shows why TURF analysis is important: Two soft drink flavors, A and B, might seem to be the favorite among your customers. However, a TURF analysis shows you that the majority of people who enjoy B are the same people who enjoy A. By providing this information, TURF analysis helps you in determining which combination is effective on separate levels.

Demographical/geographical data is usually represented by a simple pie chart.

Analyzing qualitative data

Since it calls for respondents to use their own words to describe their experience with a product/service, qualitative data can help researchers get to the bottom of “why” customers do what they do, and analyze consumer behavior more thoroughly.

Analyzing qualitative data

Sentiment analysis : Sentiment analysis helps you quickly understand your respondent’s state of mind. It is useful when working to interpret qualitative survey data. Based on the words used by your respondents, different sentiments, like happiness, anger, disappointment, and excitement are evaluated.

Word cloud : A word cloud is useful when you're analyzing large quantities of open-ended data. The words used by your respondents are displayed in a cluster resembling a cloud, and the words used most often appear in the largest font. Word clouds can help you understand the collective opinion of your respondents.

Classifying reports for effective analysis

Now that we know what kind of data to look at, let’s discuss some ways to organize reports for more effective analysis.

Custom reports

Custom reports, as the name suggests, are data reports that zero in on the unique or specific information you want to analyze. You can create custom reports to analyze data that is most useful for an individual study or project.

Cross-tab reports

Cross tabbing is useful when you want to see if there’s a correlation between two questions. For example, you could see if there is a relationship between the age of a customer and the beverage flavor they prefer.

Cross-tab reports


Pro tip: Learn more about causation vs correlation.

Your stats might show that people in the 20-30 age range are interested in buying a particular fruity drink from one of your stores. You might be inclined to believe that there is a correlation between age group and preferred drink. However, further investigation might reveal that the reason this drink is a hit is because there is a sports complex near your store, and most 20-30 year olds that visit you are coming from the complex for a refreshing, post-workout drink. This is causation.

Custom Filters

Filters help you scrutinize your data even further. Let’s say you made a cross-tab report about a particular age group and the price they are willing to pay for your products. To see how geographical region impacts this data, simply add a location filter. Adding dates to your filters will help you analyze data within a particular time period.

Pro tip: Selecting “completed responses” while adding filters will eliminate data that is not useful, and will help reduce the amount of data you need to analyze.

Collectors

Collectors give you the flexibility of using multiple URLs for the same survey. This is particularly helpful in situations when you need to collect responses from multiple sources. For example, collecting responses from different departments within an organization, or different districts of a state.

The convenience of dashboards

Dashboards help you choose the data you want to look at when you open your Analysis tab. For example, you can display two custom reports that compare customer locations and likeliness to convert scores (LTS) for the current year and the previous one. This will help you compare or “benchmark” your growth.

Conclusion

Comprehending survey data is significantly easier if you have the right set of tools. Zoho Survey is a comprehensive platform for experience management. It helps you effortlessly slice and dice data and keep all your information organized. If you want to take data analysis one step further, you can take advantage of the Survey-Analytics integration. This integration helps you analyze your survey data with a powerful business intelligence platform that offers interactive charts, data cleansing, forecasting, and a lot more. Happy researching!

Build better surveys using Zoho Survey

SIGN UP FOR FREE