5 Ways to Identify User Trends with Surveys

Why Guess at User Trends?

With advancements in technology paired with our everyday consumer experiences, today’s user trends are in constant flux. When the technology that’s supposed to help us doesn’t, it’s frustrating, and even with the most successful projects, your users are going to have questions.

Identifying the reasons behinds user trends can sometimes be a guessing game, however there are several data measuring tools available to help. One extremely useful tactic and a best practice we recommend (and use ourselves) is the regular use of user surveys.

Implementing Survey Feedback

Receiving and implementing the learnings and suggestions from surveys is not an overnight process. When you’re receiving feedback, it’s important that your users feel heard, even if you can’t address all feedback. Consider starting a “You Asked, We Listened” program where you address some recurring employee feedback items every quarter.

Survey Tip #1: Ask Open-Ended Questions

How do you use Salesforce? Talk me through your process.
What do you like best about Salesforce?
What would you change about Salesforce?
What is most frustrating about Salesforce?
What information do you need that you can’t find?

Survey Tip #2: Learn About Your User

Data Intelligence - The Future of Big Data
The Future of Big Data

With some guidance, you can craft a data platform that is right for your organization’s needs and gets the most return from your data capital.

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How long have you been using Salesforce?
Rate your overall productivity using Salesforce:  (more) 1-10 (less)
Rate your overall satisfaction with Salesforce: (more) 1-10 (less)

Survey Tip #3: Assess Usability & Training Opportunities

I have the tools I need to do my job: Yes or No
It’s easy to work in Salesforce: Yes or No

Survey Tip #4: Use a Survey App

Use a survey app to conduct a formal survey, measure overall satisfaction, and identify any pain points. This can be useful for tracking responses, blind surveys, and many have prebuilt templates to get you set up and sending in just a few clicks. Some popular survey tools include Survey Monkey, Google Forms, and Doodle (best for scheduling).

Bonus: Poll Straight From Salesforce in Chatter

Create an informal Chatter poll to gather quick insights. Users can also provide written feedback in the poll’s comment thread.

Survey Tip #5: Build Focus Groups

Bring together a group of customers or employees and let them answer a set of specific questions. Assign a moderator for a guided discussion or let the group take the conversation away. Document the discussion in a report and share learnings with your team.

Your Turn

You can use several methods to survey your employees and customers, and a combination of various forms is best. Additionally, we discuss several ways to use employee communities below for feedback. Which methods do you use to collect feedback? Let us know in the comments below.

About the Author

Marisa Lather is the Employment Branding Marketing Manager at Perficient and is proudly dedicated to developing the Perficient culture. Known as @MarketerMarisa, she is a data-driven design thinker who specializes in creating aesthetic brand experiences that delight. With an inbound marketing specialization in multimedia content creation and engagement, she develops and executes omnichannel campaigns, blending online and offline worlds to create data-informed content and affinity-building experiences for brands. She is actively engaged in the national marketing community, blogs about modern business, personal development, marketing and more at, and speaks at conferences about around the country. Connect with Marisa on LinkedIn and follow @MarketerMarisa on Twitter, Instagram, and Pinterest.

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