Case study: OnFife Customer Satisfaction Survey
Background
OnFife is the charitable trust charged with operating the libraries, museums, archives and theatres in Fife. The organisation had identified a requirement to undertake annual research with users of its facilities to determine how far they were meeting expectations, determine what influences satisfaction and to have an opportunity on a wider scale to address common themes. They were also keen to develop evaluation skills in-house to support future evaluation activity. Scotinformer Helen Duncan was asked to mentor the team through the design, distribution, analysis and reporting elements of the research.
Purpose
The purpose of the research was to create a benchmark for OnFife in terms of visitor satisfaction and experience, and to equip the team with the resources to undertake further research themselves.
Methodology
Scotinform designed the survey based on the brief from the client and hosted it on our Snap Surveys platform. This meant that OnFife benefitted from a powerful data capture and analysis tool and was able to access the data themselves for reporting purposes.
Scotinform provided online training sessions to cover:
- Survey design
- Distribution and promotion
- GDPR and data security
- Data cleaning
- Standardising questions between services and for future reporting
- Analysis and reporting
The survey was launched in October 2023 and achieved an incredible response, with a final sample size of over 2,000 individuals.
Impacts
OnFife was able to collate a baseline of usage and satisfaction data against which progress can be tracked and developments assessed
Nearly 500 individuals agreed that they would be interested in taking part in further research, facilitating the creation of a research panel for the charity. Scotinform advised on collecting consent and future panel management
A consistent approach to measuring customer satisfaction allows OnFife to compare its services internally and with other organisations working in the sector
Open-ended questions provided deep insights and allowed for tailored responses to the issues raised by respondents. OnFife reports that dialogue with users has already improved.
OnFife staff are now well resourced to deliver further evaluation in the future – with Scotinform as a further support if this is required
“With Helen’s input we were able to achieve so much more than we imagined was possible. The help she gave us by guiding us through the process was invaluable – as was her patience! Her advice to use Snap Surveys gave us more functionality than we anticipated at the outset. We learned so much in this first year, both from the responses and the process, and the results have been welcomed throughout OnFife, generating lots of discussions and plans. We’re now getting ready for the 2024 survey with confidence and enthusiasm”
Jennifer Taylor
Customer Experience Coordinator
OnFife
Why Scotinform?
We welcome the fact that sometimes you would rather take the research in-house. We love telling you about our work to make sure you get the best results.
Our technical expertise and Membership of the Market Research Society will ensure that you are compliant with data storage and GDPR principles
We can provide support on all aspects of the research journey, and take over if there are aspects that you’d rather we handled
Our sector-wide expertise means that we can put your results into context and help you to interpret the results