Best Practices

Data Collection

General Recommendations for Data Collection

In order to be as successful as possible when you collect data, we recommend that you follow these steps:

  1. To determine the best strategy to collect data, determine how many e-mail contacts you have in your database and how many response you would like to get in order to make decisions off of the data.
  2. In order to get the best response rate possible, we strongly recommend you offer an incentive and that you personalize your survey invitation message. Response rates tend to hover between 1%-3%. By using an incentive, you can boost these rates to 5% or even 10%.
  • These are the types of incentives that you can offer:
    1. Offer a gift card from a retailer to everyone who responds to the survey
    2. Offer to raffle one or multiple gift cards among survey respondents
    3. Offer to raffle a gift (iPad, iWatch, basket of goods from your company, etc.) among survey respondents.
  1. Conduct a “soft launch” of your survey before sending an invitation to all your contacts to adjust survey language and incentive tactics if necessary to maximize response rates.
    1. Isolate 10% of your total list of contacts
    2. Upload them into the application or send the survey invitation via your own system
    3. Review open, click through, and completion rates to see if you need to adjust your survey invitation message, your incentives, the welcome page, or the survey length in order to improve those rates
    4. Once you make (or decide not to make adjustments), you can upload the rest of your list of contacts to the Vennli app or to your system and send to the remaining contacts.

Recon -> Collect -> Email



  • Make sure to send yourself a “test” e-mail before sending the e-mail survey invitation to respondents
  • We recommend breaking your survey send out in two parts:
  • Do a “soft launch” with 10% of your respondents to see how respondents respond to survey (how long does it take them? How many people complete?)
  • Once you review data from “soft launch” you can send to remaining sample

Survey Invitation Language


Email Invitation Language

  • Make sure to send yourself a “test” e-mail before sending the e-mail survey invitation to respondents

  • Follow these tips when setting up your survey email:

    Subject Line: If possible, give respondent incentive for taking survey, let them know you value their feedback

    Body: Provide motivation for asking to complete survey particularly focusing on what will be the ultimate value to the customer for responding to the survey

    • Give an estimate of time to complete the survey
    • Provide guarantee of anonymity (if relevant to this survey)
    • Thank for completing the survey
    • Provide the survey link with language such as “Start the survey now...”

    Closing: “Thanks in advance” “Thanking you in advance” “Thank you”, etc. Ideally the signature line is a person that the customer knows. If that is not possible then the name of an influential member of the soliciting organization. If that is not possible, then list the organization that is sending the email

Survey Design

Recon -> Choice -> Competitive Offerings


Competitive Offerings

  • Use no more than three competitive offerings

Recon -> Choice -> Choice Factors


Choice Factors

  • Use no more than 10-12 choice factors
  • Turn on Choice Factor Discovery to enable respondents to add choice factors we may have missed

Recon -> Survey -> Welcome



  • Personalize the welcome message in order to motivate respondents to continue with the survey. Consider including the following:
    • Give respondents
    • Format the text so that respondents can easily spot the most important parts
    • Remind respondents that there is an incentive (if you are administering one)

Recon -> Survey -> Getting Started


Getting Started

  • This is where you implement screener questions. A screener question is designed to filter out respondents who are not part of the target we are looking for
  • 1-3 Screener Questions are usually enough to be able to effectively target our respondents

Recon -> Survey -> Importance



  • When editing the header, be as specific as you can about the choice the customer is making to help respondents think concretely about the survey (the more concrete the choice, the better data we get back!)

Recon -> Survey -> Familiarity



  • This section serves as an additional screener section
  • Make sure to implement an answer choice that respondents can check if they’re not familiar with a product or service so they don’t rate that product or service
  • We want to make sure that people only rate products or services they are familiar with so that we get accurate data of beliefs in the market about different options

Recon -> Survey -> Ratings



  • Make sure to click on each product/service option (in light grey) to edit the headers for each
  • We recommend you bold the name of the product/service option so it’s extremely clear to respondents that they are rating a different product or service

Recon -> Survey -> Ownership



  • Edit the answer options to customize the survey to your needs

Recon -> Survey -> Intent



  • Edit the answer options to customize the survey to your needs

Recon -> Survey -> Additional Questions


Additional Questions

  • For each question you add:
  • Decide whether you want to create a new question or use a pre-existing one
  • Add/edit answer choices
  • Reorganize answer choices
  • Reorganize question order
  • Try to keep the additional questions to 10 – that keeps the survey short

Recon -> Survey -> Thank You


Thank You

  • Turn e-mail collection on in order to collect your respondent’s e-mail addresses
  • Personalize page if you would like to give additional information about the study and who is sponsoring it
  • If you are administering an incentive, it’s a good practice to remind respondents about the incentive and to ask them if they want to leave their contact information to be considered

Best practices for editing your survey

Note: Please review at least twice before sending the survey out
  • Option 1: Go through all of the Survey Tabs
  • Option 2: Click on green “Preview” Tab on bottom right hand corner to preview what survey looks like


Tips to Analyze Vennli Data

The Vennli tool allows you to visualize how a customer makes a purchasing decision. It shows you what’s important to your customers when they make the decision to purchase your product/service and how they believe you are doing in the market.

Vennli also allows you to compare and contrast how different segments of customers choose your product/service. In order to analyze these different segments and see if they’re different or similar, we recommend that you adopt the following systematic approach:

  1. Start with the “Aggregate” or “Everyone” view of the data. See what the whole group of respondents said was most important to them. Then look at how they perceive you in the market. Finally, look at how they responded to the “Additional Questions” section.

  2. Once you understand this “Aggregate” or “Everyone” view, decide which segments of respondents will be most useful for you to study.

    These are good starting points, but feel free to look at the customer segments that you believe will lead to the most growth for your product/service:

    • Current Customers

      1. Who intend to continue usage of your product/service
      2. Who don’t intend to continue usage of your product/service
    • Potential Customers

      1. Who intend to purchase your product/service
      2. Who don’t intend to continue using your product or service
  3. Once you have decided on your segments of interest, divide your analysis in three parts:

    1. First, compare and contrast what factors are most important to the different customer segments and see if there are differences in what’s important to them. Should you prioritize talking about different things with different customer groups?
    2. Second, compare and contrast how the segments view your product/service. Do they think you’re doing well? Do they perceive little differentiation? Are you performing better with certain segments? Should you prioritize highlighting different things with different customer groups?
    3. Lastly, look at how the different segments answered the Additional Questions section. Are there any differences in how they responded to these last questions? If so, how does this apply to how you strategically market to them?