SUR: Surveys
Document Type
Code: SUR
Name: Surveys
Domain: Customer & Value
Abstract
This specification defines the Surveys document type within the BSpec 1.0 Universal Business Specification Standard. It establishes normative requirements, structured templates, and implementation guidance for organizations documenting surveys within the customer-value domain. This specification enables systematic, machine-readable documentation that supports strategic planning, operational execution, and organizational alignment.
Purpose and Scope
The Surveys document captures quantitative customer research through structured questionnaires that provide statistical insights into customer attitudes, behaviors, preferences, and satisfaction levels.
Document Metadata Schema
yaml
---
id: SUR-{survey-study-identifier}
title: "Customer Survey: [Survey Focus]"
type: SUR
status: Draft|Review|Accepted|Deprecated
version: 1.0.0
owner: Market-Research|Customer-Success
stakeholders: [product-team, marketing-team, leadership-team]
domain: customer
priority: High|Medium
scope: research-study
horizon: current
visibility: internal
depends_on: [PER-*, SEG-*]
enables: [FEE-*, MET-*, CMP-*]
survey_type: Satisfaction|NPS|Product|Market|Usage
methodology: Cross-sectional|Longitudinal|Panel
distribution_method: Email|In-app|Web|Phone|Mixed
target_sample_size: X
actual_responses: X
response_rate: X%
success_criteria:
- "Survey achieves target response rate"
- "Results provide statistically significant insights"
- "Findings drive data-informed decisions"
- "Survey quality meets research standards"
assumptions:
- "Sample represents target population"
- "Survey design captures relevant insights"
- "Customers will provide honest responses"
research_objectives:
- "Primary measurement goals"
- "Key hypotheses to test"
- "Decision support requirements"
survey_period: "Start date to end date"
confidence_level: 95%
margin_of_error: ±X%
review_cycle: quarterly
---Content Structure Template
markdown
# Customer Survey: [Survey Focus]
## Overview
*Summary of survey purpose, methodology, and key findings*
## Survey Design
### Research Objectives
**Primary Objectives**
- [Objective 1]: [What we want to measure/understand]
- [Objective 2]: [What we want to measure/understand]
- [Objective 3]: [What we want to measure/understand]
**Key Questions to Answer**
- [Question 1]: [Specific research question]
- [Question 2]: [Specific research question]
- [Question 3]: [Specific research question]
**Success Metrics**
- Response rate target: X%
- Sample size target: X responses
- Confidence level: 95%
- Margin of error: ±X%
### Survey Methodology
**Survey Type**: [Satisfaction|NPS|Product|Market|Usage]
**Survey Approach**: [Cross-sectional|Longitudinal|Panel]
**Administration Method**: [Email|In-app|Web|Phone|Mixed]
**Survey Length**: X questions (estimated X minutes)
**Question Design Principles**
- Clear and unambiguous language
- Balanced response options
- Logical flow and progression
- Bias minimization techniques
**Survey Structure**
1. Introduction and consent
2. Screening and qualification
3. Core measurement questions
4. Demographic information
5. Open-ended feedback
6. Thank you and next steps
### Target Population
**Population Definition**
- Customer segments included
- Geographic scope
- Time period for customer inclusion
- Usage or experience requirements
**Sampling Strategy**
- Sampling method: [Random|Stratified|Convenience|Census]
- Sample frame definition
- Sampling criteria and filters
- Expected representativeness
**Sample Size Calculation**
- Population size: X customers
- Target sample size: X responses
- Confidence level: 95%
- Margin of error: ±X%
- Statistical power: X%
## Survey Implementation
### Distribution Strategy
**Channel Strategy**
- Primary distribution channel
- Secondary channels used
- Channel-specific messaging
- Technical implementation approach
**Timing Strategy**
- Launch date and time
- Survey duration: X days
- Reminder schedule
- Time zone considerations
**Incentive Strategy**
- Incentive type and value
- Incentive delivery method
- Participation encouragement
- Completion motivation
### Response Management
**Response Tracking**
- Daily response monitoring
- Response rate calculation
- Completion rate tracking
- Drop-off point analysis
**Quality Control**
- Response validation rules
- Data quality checks
- Duplicate response handling
- Incomplete response management
**Reminder Strategy**
- Reminder frequency: X reminders
- Reminder messaging variations
- Channel diversification
- Response optimization techniques
## Survey Results
### Response Summary
**Response Metrics**
- Total invitations sent: X
- Total responses received: X
- Overall response rate: X%
- Completion rate: X%
- Average completion time: X minutes
**Response Quality**
- Complete responses: X (X%)
- Partial responses: X (X%)
- Invalid responses: X (X%)
- Quality score assessment
**Response Timeline**
- Response distribution over time
- Peak response periods
- Reminder effectiveness
- Channel performance comparison
### Respondent Profile
**Demographic Distribution**
- Customer segment representation
- Geographic distribution
- Company size distribution (if B2B)
- Role/title distribution
- Experience level distribution
**Representativeness Assessment**
- Target vs. actual demographic match
- Bias identification and assessment
- Coverage gaps analysis
- Weighting considerations
**Response Bias Analysis**
- Non-response bias assessment
- Selection bias evaluation
- Response pattern analysis
- Quality variation by demographics
## Key Findings
### Primary Metrics
**Overall Satisfaction**
- Mean satisfaction score: X/10
- Satisfaction distribution
- Trend compared to previous surveys
- Benchmark comparison
**Net Promoter Score (if applicable)**
- Overall NPS: X
- Promoter percentage: X%
- Passive percentage: X%
- Detractor percentage: X%
- NPS trend analysis
**Key Performance Indicators**
- [KPI 1]: X% (target: Y%)
- [KPI 2]: X/10 (target: Y/10)
- [KPI 3]: X% (benchmark: Y%)
### Detailed Analysis
#### Customer Satisfaction Analysis
**Satisfaction Drivers**
- Highest satisfaction areas
- Satisfaction correlation analysis
- Driver importance vs. satisfaction
- Key improvement opportunities
**Satisfaction by Segment**
- Segment-specific satisfaction levels
- Significant differences between segments
- Segment satisfaction trends
- Targeted improvement opportunities
**Satisfaction Predictors**
- Factors most correlated with satisfaction
- Statistical significance testing
- Predictive model insights
- Actionable satisfaction drivers
#### Product/Service Performance
**Feature/Service Ratings**
- [Feature 1]: X/10 average rating
- [Feature 2]: X/10 average rating
- [Feature 3]: X/10 average rating
**Performance vs. Importance**
- High importance, high performance areas
- High importance, low performance gaps
- Improvement priority matrix
- Resource allocation guidance
**Usage and Adoption**
- Feature usage rates
- Adoption patterns by segment
- Usage correlation with satisfaction
- Expansion opportunity identification
#### Customer Experience Analysis
**Experience Touchpoints**
- Touchpoint satisfaction ratings
- Experience quality assessment
- Journey stage satisfaction
- Cross-touchpoint experience consistency
**Pain Points and Friction**
- Most common customer problems
- Friction point identification
- Impact assessment of issues
- Urgency prioritization
**Success Factors**
- What drives positive experiences
- Success pattern identification
- Best practice recognition
- Replication opportunities
### Statistical Analysis
#### Correlation Analysis
**Variable Relationships**
- Satisfaction correlation matrix
- Statistically significant relationships
- Causal relationship implications
- Business relevance assessment
**Predictive Analysis**
- Key satisfaction predictors
- Model accuracy and reliability
- Prediction confidence intervals
- Business application guidance
#### Segmentation Analysis
**Segment Comparisons**
- Statistical significance testing
- Effect size assessment
- Practical significance evaluation
- Actionable difference identification
**Demographic Analysis**
- Age, role, experience correlations
- Geographic variation analysis
- Company size impact (if B2B)
- Usage pattern correlations
#### Trend Analysis
**Longitudinal Trends** (if applicable)
- Satisfaction trend over time
- Improvement/decline identification
- Seasonal pattern recognition
- Trajectory prediction
**Benchmark Comparisons**
- Industry benchmark comparison
- Competitive benchmark analysis
- Best-in-class comparison
- Improvement target setting
## Competitive Intelligence
### Competitive Comparison
**Brand Preference**
- Preferred vendor rankings
- Brand consideration rates
- Switching intention analysis
- Loyalty indicator assessment
**Feature Comparison**
- Competitive feature ratings
- Relative strength assessment
- Competitive gap identification
- Differentiation opportunities
**Satisfaction Comparison**
- Satisfaction vs. competitors
- Relative performance areas
- Competitive advantage validation
- Improvement priority setting
### Market Position Analysis
**Market Share of Voice**
- Consideration set inclusion
- Top-of-mind awareness
- Purchase intention levels
- Recommendation likelihood
**Position Perception**
- Brand positioning validation
- Value proposition recognition
- Unique benefit identification
- Positioning gap analysis
## Segment-Specific Insights
### Segment Analysis
**Segment 1: [Customer Segment]**
- Satisfaction levels: X/10
- Key satisfaction drivers
- Unique needs and preferences
- Improvement priorities
- Business opportunity assessment
**Segment 2: [Customer Segment]**
- Satisfaction levels: X/10
- Key satisfaction drivers
- Unique needs and preferences
- Improvement priorities
- Business opportunity assessment
### Persona Validation
**Persona 1: [Persona Name]**
- Survey response validation
- Need confirmation or adjustment
- Behavior pattern validation
- Preference verification
**Persona 2: [Persona Name]**
- Survey response validation
- Need confirmation or adjustment
- Behavior pattern validation
- Preference verification
## Open-Ended Feedback Analysis
### Qualitative Themes
**Positive Feedback Themes**
- Most common positive mentions
- Satisfaction driver confirmation
- Success story examples
- Value realization evidence
**Improvement Suggestions**
- Feature enhancement requests
- Process improvement ideas
- Experience enhancement suggestions
- Innovation opportunities
**Critical Issues**
- Problem areas highlighted
- Urgent attention requirements
- Risk factor identification
- Resolution priority assessment
### Verbatim Insights
**Representative Comments**
> "[Customer quote representing positive theme]"
> "[Customer quote representing improvement area]"
> "[Customer quote representing critical issue]"
**Sentiment Analysis**
- Overall sentiment distribution
- Sentiment by topic area
- Emotional intensity assessment
- Sentiment trend analysis
## Actionable Recommendations
### Immediate Actions (0-30 days)
**Priority 1: [Critical Issue]**
- Survey finding: [Specific result]
- Recommended action: [What to do]
- Expected impact: [Customer/business benefit]
- Resource requirement: [Team/budget needed]
- Success metric: [How to measure success]
**Priority 2: [Quick Win]**
- Survey finding: [Specific result]
- Recommended action: [What to do]
- Expected impact: [Customer/business benefit]
- Resource requirement: [Team/budget needed]
- Success metric: [How to measure success]
### Short-term Actions (1-3 months)
**Initiative 1: [Improvement Area]**
- Survey insight: [Data supporting action]
- Business case: [Why this matters]
- Implementation approach: [How to execute]
- Timeline: [Completion target]
- Investment required: [Resources needed]
**Initiative 2: [Enhancement Opportunity]**
- Survey insight: [Data supporting action]
- Business case: [Why this matters]
- Implementation approach: [How to execute]
- Timeline: [Completion target]
- Investment required: [Resources needed]
### Long-term Strategic Actions (3-12 months)
**Strategic Priority 1: [Major Enhancement]**
- Survey evidence: [Data foundation]
- Strategic rationale: [Strategic importance]
- Customer value: [Expected benefit]
- Competitive advantage: [Market position impact]
- Investment scope: [Major resource allocation]
### Survey Program Enhancement
**Methodology Improvements**
- Survey design optimizations
- Distribution strategy enhancements
- Response rate improvement tactics
- Analysis capability development
**Continuous Measurement**
- Regular survey cadence establishment
- Pulse survey implementation
- Real-time feedback integration
- Longitudinal tracking setup
## Statistical Appendix
### Survey Instrument
**Complete Question List**
- Full survey questionnaire
- Response scale definitions
- Question logic and branching
- Technical specifications
### Statistical Details
**Sample Characteristics**
- Detailed demographic breakdown
- Response rate by segment
- Quality assessment metrics
- Bias analysis results
**Statistical Methods**
- Analysis techniques used
- Significance testing approach
- Confidence interval calculations
- Model assumptions and validation
### Data Quality Assessment
**Response Quality Metrics**
- Completion rate analysis
- Response time patterns
- Consistency checking results
- Outlier identification
**Reliability Assessment**
- Internal consistency measures
- Test-retest reliability (if applicable)
- Scale reliability analysis
- Measurement accuracy evaluation
## Validation
*Evidence that survey provided reliable insights and drives meaningful improvements*Quality Standards
Bronze Level (Minimum Viable)
- [ ] Survey design with clear objectives and methodology
- [ ] Target population and sampling strategy defined
- [ ] Basic survey results with response metrics and key findings
- [ ] All required metadata fields completed
Silver Level (Investment Ready)
- [ ] Comprehensive survey implementation with distribution strategy and response management
- [ ] Detailed survey results with statistical analysis and segmentation insights
- [ ] Competitive intelligence and market position analysis
- [ ] Open-ended feedback analysis with qualitative themes
- [ ] Actionable recommendations with immediate and strategic actions
- [ ] Statistical appendix with survey instrument and data quality assessment
Gold Level (Operational Excellence)
- [ ] Dynamic survey tracking with real-time response monitoring
- [ ] Advanced survey analytics with predictive modeling and trend analysis
- [ ] Continuous survey optimization and methodology refinement
- [ ] Survey-driven product development and customer experience improvement
- [ ] Automated survey distribution and analysis systems
- [ ] Cross-functional survey coordination and stakeholder integration
Common Pitfalls
- Sample bias: Poor sampling methodology leading to unrepresentative results
- Leading questions: Survey design that influences responses toward desired answers
- Low response rates: Insufficient participation undermining statistical validity
- Analysis superficiality: Collecting data without deep analysis and actionable insights
Success Patterns
- Statistical rigor: Proper sampling, statistical significance, and reliable measurement
- Actionable insights: Clear findings that drive specific improvements and decisions
- Representative sampling: Diverse participation providing comprehensive customer voice
- Continuous improvement: Regular survey cadence with longitudinal tracking and optimization
Relationship Guidelines
Typical Dependencies
- PER (Personas): Personas guide survey targeting and segmentation analysis
- SEG (Segments): Customer segments inform survey design and analysis approach
Typical Enablements
- FEE (Feedback): Survey insights contribute to comprehensive feedback analysis
- MET (Metrics): Survey results inform key performance indicators
- CMP (Campaigns): Survey insights guide marketing and communication strategies
Document Relationships
This document type commonly relates to:
- Depends on: PER (Personas), SEG (Segments)
- Enables: FEE (Feedback), MET (Metrics), CMP (Campaigns)
- Informs: Product development, customer experience strategy, market research
- Guides: Decision making, improvement prioritization, customer communication
Validation Checklist
- [ ] Survey design with research objectives, methodology, and target population
- [ ] Survey implementation strategy with distribution and response management
- [ ] Comprehensive survey results with response summary and respondent profile
- [ ] Key findings including primary metrics and detailed analysis
- [ ] Statistical analysis with correlation, segmentation, and trend analysis
- [ ] Competitive intelligence with comparison and market position insights
- [ ] Segment-specific insights and persona validation
- [ ] Open-ended feedback analysis with qualitative themes and verbatim insights
- [ ] Actionable recommendations with immediate, short-term, and strategic actions
- [ ] Statistical appendix with survey instrument and data quality assessment
- [ ] Validation evidence of survey reliability and business impact