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Baseline Survey Research Optimized for the Future

Any given study can serve as a baseline survey research to which future tracking surveys can be compared.

But baseline survey research that is purposefully built that way is a much more effective tool for future tracking purposes. With 15 years of baseline study experience and dozens of large and small-scale annual baseline and tracking studies currently running, Polaris has established experience and can help you create and execute a high-quality baseline study optimized for future tracking.

Designing Baseline Survey Research

Creating a baseline study that is optimized for future tracking can range from very simple to very complicated, depending on such factors as:

• Survey type — such as advertising/marketing awareness, customer satisfaction, lost customer, etc. Baseline survey research on customer satisfaction, for example, is often more complex due to a greater need for multivariate analysis to establish satisfaction drivers.
• Internal knowledge of issue — depending on whether your company's management feels they have a clear understanding of the topic to be surveyed, additional qualitative developmental techniques such as moderated employee brainstorming sessions or in-depth interviews with key respondent segments may be required in order to validate the baseline study. If knowledge is limited or uncertain, a longer baseline study is often recommended so that properly designed analysis can then be conducted on the longer baseline study to uncover which measures are most closely correlated to the key performance measure. The result will be a streamlined tracking survey focusing on only the most critical issues.
• Internal buy-in — Chances are the results of your baseline study and follow up tracking program will be tied to performance improvement initiatives for multiple people and processes. As such, getting buy-in from those employees and managers most likely to be effected by survey results is often critical to the success of your baseline and tracking program.

Polaris has a wealth of experience executing baseline and tracking studies of all types. Our clients have varying levels of knowledge, management buy-in, potential respondent populations and research budgets, and we will work closely with you to develop a baseline study program that most efficiently and cost effectively meets your needs. Whether it is creating a new baseline study from scratch or building upon your current baseline and tracking program, Polaris has the knowledge to help you.

Contact us to learn more about a baseline survey research.