SurveyMonkey has added some new customer experience features that will help team management, data collection and could potentially improve market research outcomes.

Auto-tags

The quality information that can be gained from open ended questions is sometimes more than offset by the large amount of time required to turn responses into actionable data. SurveyMonkey is now ready to help out with auto-tagging.

SurveyMonkey auto-tagging uses ‘natural language processing’ to categories responses based on sentiment and subjects.

Conversations

The feedback loop has got a revamp in SurveyMonkey’s conversations functionality. Not only does it let survey admins send notes to and set tasks for internal users, but they can also send follow-up messages to survey respondents.

You could send the default message, but quality communicators will tweak it to more on-brand and make sure they get the right outcomes.

Survey localisation

Your SurveyMonkeys can now fly out in multiple languages, and return to a singlularly reportable back-end. You can then analyse all responses as a single cohort or segment on the basis of language to detect trends.

SurveyMonkey is upping its game as a multifunctional market research tool. But is it enough to recapture pro operators who regard it as simplistic?

In your experience, have the algorithms behind features like auto-tagging come far enough to be genuinely useful, or do human eyes still get the prize for open-ended question analysis?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.