Designing Your Survey To Your Vision

"My bottom-line is what does the organization's management want to happen, then what needs to happen." might best be served in the survey design phase.


Try designing the survey questions based on visioning (i.e. "where do you want to be in 2013?") . The second comment is key, "how would you get there?". Have a brainstorming session using Contingency Diagrams, Force Field Analysis tools or any systems you have to draw out conversation about the current state - the existing barriers and strengths.

Once the client describes how to get to that vision,  add in open ended questions asking people to contribute or explain their experiences. You need a survey tool that can drive real client value used by consultants that understand survey analysis. Survey analysis using diagnostics is not a skill that is intuitive.

From survey results, the consultant can see which workgroup has developmental needs in order to contribute to the vision blueprint. Every question asked in the survey is directly correlated to the vision so improving the scores of any question by any workgroup is "continuous improvement" to the vision.

Not to forget the real power of analysis. Unlimited demographic slicing, cross tab within groups, unlimited comparing of groups and more is a key consultant's ally . If your survey diagnostic engine can function like an in depth market study, you have unlimited ability to find the misalignments. Correlation analysis, histograms, gap perception tools, value chain analysis, and alignment analysis tools are the keys to understanding how to really help clients.

Look for tools that have been designed and built by consultants. I'm not promoting what we do--I am only stating a fact. You know, the "until you walk in my shoes...".

If you really look and compare, all basic functionality of survey tools are the same. They collect data online, plug that data into a SQL database and then display results in bar charts for your analysis. The add on features for analysis aids should be your concern. If you are expecting survey tools to give you value, simply ask your vendor if the analysis engine has been built by OD consultants.

So, end of point. Consultants need skills and training in survey design, analysis and meaningful action blueprinting if they really want to gain a mastery of using surveys with clients. Consultant misfeasance in use of survey tools and results is alive and well; hence the naysayers of consultants about surveys.

Survey use can be the genesis of the best consulting experience for both clients and consultants.