Wednesday, August 15, 2007

Tag Cloud for a Global Non-Profit

One of my biggest clients, for which I did a comprehensive market analysis, is a global non-profit. We did a comprehensive perceived customer value survey that included free-form text to capture comments on any topic the respondent wanted to talk about.

Here's the tag-cloud for those free-form comments. Even though the organization thinks of itself as a "global non-profit", where do you think its members really want to get value? What kind of value? Interestingly, the weightings in this cloud confirm the survey results. The term "difficult" clues the client into challenges faced by respondents. The terms "meetings", "local", "training", and "education" show that a lot of value is created locally. This may also be an opportunity for the client to offer distance learning, but that would need to be investigated to make a solid business case.

Finally, as a side note, the word "survey" was accompanied mostly by comments such as "this survey was too long". The challenge with designing surveys that are strategic -- not tactical -- is that you often need a more complete view of each respondent. And you need far more respondents than normal, because you seek insight into an unknown number of value-driven segments. Other alternatives can include conjoint analysis.

created at TagCrowd.com


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