Unlock Customer Insights: Mastering HubSpot Survey Data Analysis

Turning Customer Feedback into Action: A Guide to HubSpot Survey Data

Collecting customer feedback is essential for any business looking to improve its products, services, and overall customer experience. HubSpot's survey tools provide a powerful way to gather this data, but the real challenge lies in effectively analyzing and acting upon it. This post will guide you through the process of sorting, filtering, and visualizing survey data within HubSpot, enabling you to extract actionable insights and drive meaningful improvements.

Recently, a HubSpot user sought assistance on the HubSpot Community forum regarding difficulties in sorting survey responses based on custom properties. They aimed to segment respondents based on their answers and then view related data, such as a secondary response and the contact owner. Let's explore how to overcome this challenge and unlock the full potential of your HubSpot survey data.

The Challenge: Making Sense of Survey Responses

The original poster's challenge involved sorting survey feedback based on two dropdown selections within HubSpot's Feedback Surveys. The primary goal was to segment respondents based on their answers (e.g., those who answered "yes" to a specific question) and then view additional data, such as their second dropdown selection and the contact owner. The initial hurdle was that the custom properties weren't appearing in standard contact property searches, making it difficult to create targeted segments and reports.

The Solution: A Multi-Faceted Approach

Several community members offered valuable solutions, which can be synthesized into a robust approach for analyzing survey data in HubSpot:

1. Leveraging Custom Reports for Comprehensive Analysis

The most effective solution involves utilizing HubSpot's custom report builder. This tool allows you to combine data from multiple sources and create visualizations that highlight key trends and insights. Here's a step-by-step guide:

1. Create a Custom Report: Navigate to the Reports section in HubSpot and create a new custom report.
2. Select Data Sources: Choose "Survey Responses" as the primary data source and "Contacts" as an additional data source. This crucial step links survey answers to contact information, allowing you to analyze responses in the context of individual customer profiles.
3. Choose a Visualization: Select a "Table" visualization to display the data in a sortable and easily digestible format.
4. Add Properties: Drag the relevant survey properties (the dropdown selections) and the "Contact Owner" property into the table view. This populates the table with the data you want to analyze.
5. Sort the Data: Click the arrows in the table headers to sort the data based on the selected properties. This allows you to quickly identify trends and patterns in the responses.

By using custom reports, you can create a dynamic view of your survey data that can be easily sorted and filtered to reveal valuable insights. This is particularly useful for identifying common themes in customer feedback and understanding how different segments of your audience respond to your surveys.

2. Contact Segmentation for Targeted Actions

While custom reports are excellent for analyzing data, contact segmentation allows you to take action based on survey responses. You can create lists of contacts who meet specific criteria (e.g., those who answered "yes" to a particular question) and then use these lists for targeted marketing campaigns, personalized follow-up, or other actions.

To create a contact segment based on survey responses:

1. Navigate to the Contacts section in HubSpot and create a new list.
2. Set the list type to "Active list" to ensure it updates automatically as new survey responses are submitted.
3. Use the filter options to select contacts based on their survey responses. For example, you can filter for contacts whose answer to a specific question "is any of" "Yes".
4. Save the list and use it for targeted campaigns or workflows.

This approach allows you to move beyond simply analyzing data and start taking concrete actions to improve customer satisfaction and drive business growth. For example, you can use a segment of customers who expressed dissatisfaction in a survey to trigger a workflow that assigns a follow-up task to their contact owner.

3. Filtering Out Empty Responses

A common challenge when analyzing survey data is dealing with incomplete responses. You may want to exclude contacts who didn't answer certain questions to avoid skewing your results. Fortunately, HubSpot provides a simple way to filter out these empty responses.

In the report filters, simply specify a filter for "[survey question] is known" or "is any of Yes". This will exclude any contacts who have a "no value" for the selected survey question, ensuring that your analysis is based on complete and relevant data.

4. Visualizing Data for Clear Insights

Beyond tables, HubSpot offers various visualization options to help you understand your survey data at a glance. For example, you can use a pie chart to visualize the percentage breakdown of responses to a multiple-choice question. This can be particularly useful for identifying the most common answers and understanding the overall distribution of responses.

To create a visualization of your survey data:

1. Create a custom report as described above.
2. Instead of selecting a "Table" visualization, choose a chart type that is appropriate for your data (e.g., pie chart, bar chart, line chart).
3. Configure the chart settings to display the data you want to visualize. For example, you can set the X-axis to represent the different answer options and the Y-axis to represent the number of responses for each option.
4. Save the report and add it to your dashboard for easy access.

Taking Action: From Insights to Improvements

Analyzing survey data is only the first step. The real value comes from using these insights to drive improvements in your business. Here are some examples of how you can take action based on your survey findings:

• Identify areas for improvement: Use survey data to pinpoint areas where your products or services are falling short of customer expectations.
• Personalize customer interactions: Use survey responses to tailor your marketing messages and sales pitches to individual customer needs and preferences.
• Improve customer satisfaction: Address customer concerns and implement changes based on survey feedback to improve overall satisfaction.
• Measure the impact of changes: Use surveys to track the impact of changes you make to your products, services, or processes.

By actively listening to your customers and acting on their feedback, you can create a more customer-centric business that is better positioned for long-term success. Using HubSpot as your website shop creator and feedback engine, you can build a powerful RevOps engine.

Conclusion

Analyzing survey data in HubSpot can seem daunting, but by following the steps outlined in this guide, you can unlock valuable insights and drive meaningful improvements in your business. By leveraging custom reports, contact segmentation, and data visualization, you can transform raw feedback into actionable intelligence and create a more customer-centric organization.