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    An Online Survey User Guide to Text Analysis

    You have had a great response to your survey and gathered valuable insight from respondents who have answered your questionnaire. Now you need to do some text analysis in order to transfer any qualitative responses into actionable data. We are going to walk through the steps of using the text analysis tool and the advantages it can provide when done effectively.  Read on to find out the benefits of grouping your responses into categories and some tips to help you get started …

    The Benefits of Using Text Analysis

    Analysing the text responses in your online survey will give you more reporting options. By categorising and grouping the responses you will be able to produce meaningful charts that can be shared with colleagues to make the decision-making process a much easier task.  When done well, text analysis is considered a relatively precise method of research and will make your qualitative evaluation much faster and easier to manage. The word cloud tool can help you identify patterns in responses that will assist and speed up the analysis of the data.

    Reasons for using Text Analysis

    Sometimes, a simple rating won’t give you the deep insight you need in order to make changes that will be beneficial to your organisation. It’s all very well knowing that 60% of people that use your products or services don’t rate you well in terms of customer satisfaction, however, it would be more helpful if you knew why!

    By using text boxes in your online survey, respondents can leave comments giving you an explanation for their satisfaction, or lack of it! For example, if carrying out a customer satisfaction survey, the respondents could refer to such issues as the time it took to check out, the lack of available products or the service they received. If carrying out an employee satisfaction survey, the respondents could refer to such issues as their salary, hours worked or their line manager. The text analysis tool will allow you to quickly group responses into specified categories, such as positive, negative or neutral, and automatically generate a pie chart for closer scrutiny.

    Here are a few illustrations of when you might use Text Analysis;

    Example 1: If turnout to a conference or event was low, you could ask invitees what prevented them from attending. By letting them answer in their own words, you will not bias them toward selecting a particular answer.

    Example 2: You may want to find out what area or location respondents would suggest for annual meetings. By using text analysis you can gauge where people would be willing to travel to.

    Example 3: Install a follow-up question in your Net Promoter Score survey and ask what factor would make them change their rating into a more positive one?

    The options are unlimited! The more detailed your survey, the more options text analysis will provide.

    How do I use Text Analysis?

    Text Analysis is available on SmartSurvey’s Business and Enterprise plans. Here are 4 simple steps to follow in order to use the text analysis tool:

    1. Login to your account and go to ‘My Surveys’, click ‘Results’ next to the survey you wish to analyse.

    Online Survey User Guide to Text Analysis Get Started with Text Analysis

    1. Hover over ‘More’ in the tool bar and select ‘Text Analysis’ from the drop down list.
    1. Within the Text Analysis feature, there will be a list of all of the open ended questions that you created within your survey. This will include Other fields and Comment boxes where you have asked for more information or alternative answers.
    1. Click ‘Select’ next to a question. This will open a new window that contains four sections that can be logically used in the following order;
    • Word Cloud - This section is the best place to start as it displays the most popularly used keywords across all of the responses to your survey. The most common keywords that respondents have used are visible - the larger the font size, the more significant the word is - so you can instantly see which are the most important as they have been used the most.

    Word Cloud Text Analysis made easy with Word Cloud

    • Word List - This feature is similar to the Word Cloud in that it displays the most popularly used keywords, however, this section displays them in a list format. Next to each keyword, is a number that shows you exactly how many times the keyword was used. By clicking on a specific keyword, you can view a list of the all the associated responses.

    From either of the above options, click on a word (we suggest starting with the most important) to open a list of all the responses that contain that keyword. By ticking the check box next to ‘Categorise As’, you can create the category that applies to that word and apply it either in bulk or individually. You can apply as many categories as want to each response.

    After you have applied at least two categories, a new section will appear on the left called ‘Analyse’. This is where a personalised pie chart displays the graphical representation of your categories. This can be downloaded as a PNG or JPEG image, a PDF document or SVG vector image. You can manipulate which categories you want to show in the pie chart by clicking on the coloured buttons below the pie chart.

    Pie Chart Text Analysis Graphical Representation

    • Categories – Categories created to group the responses, such as Negative; Positive or Neutral, will be stored in this section. To view the responses in each category, simply click on the word and you will be shown all the responses that contain that word. Categories are useful when you come to writing a report as you can segment your analysis.
    • Responses – This section simply displays a list of all of the responses you have received for that particular question. Within this section, you can search for the specific keywords and phrases that you want to categorise; for example, you may wish to look at all responses that refer to ‘price’.

    Text analysis is a very effective, time-saving tool. You can analyse both negative and positive feedback so that you can establish strengths and weaknesses within your organisation in order to take action.

    Find out more

    Read more about how survey analysis can help by reading our blog; Survey Data Analysis – How To Get More Insight.

    If you would like further information about how our skilled Chartered Psychologists can help you to get the most from survey data analysis, get in touch with our friendly support team by visiting our Contact Page, emailing sales@smartsurvey.co.uk or calling 0800 0937 822.

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    About Author

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    Phil Cleave

    Phil is part of the Content team at SmartSurvey and has over 20 years experience in the PR and Comms sector writing for Tech Companies.

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