Surveys are an excellent way to gather valuable information from key audiences, providing results that can drive your business’s decision-making. But, if you are presented with data in a way that is difficult to decipher or don’t feel like you have enough information for future strategy, you’ve wasted precious resources and a lot of time. Know what to expect from a communication survey to ensure you are set up for success. 

Introduction

A strong survey report will lead with this. In the introduction, you will find the why behind the survey – the purpose for conducting it, background information and goals.

Audience overview

If the survey captured demographic and/or geographic details (I hope it did!), they will be shared here. Knowing basic information like age, gender and location from those who provided the data you are reviewing can help you better understand it. Having these audience details can also play a pivotal role in influencing future communications strategy.

Charts and graphs

Does looking at a spreadsheet filled with numbers make your eyes cross? Same. Instead of death by spreadsheet, a great report will present numerical data through charts and graphs. Not only will it make the report more aesthetically pleasing, but it will also help you understand and retain its contents. Stanford University reports visual content increases comprehension by 400%!

Quantitative meets qualitative

To deepen that comprehension and application, a stellar report will combine numerical data findings with any open-ended commentary received. Doing so provides you with a clearer, more comprehensive look at the results in an easy-to-digest format. 

Summary

A survey without application is a waste of valuable resources. In the survey report summary, you’ll find a condensed version of key findings and conclusions, as well as actionable items. The latter bridges the gap between the data gathered and future strategy. Consider the survey results as the “receipts” communications professionals need to back up their next strategic recommendations.

Ready to poll the audience to gather game-changing data? Tap the communication pros at Obsidian to help you every step of the way.