Statistical significance is an overrated concept when it comes to evaluating insights from your customers. Of course, you want to avoid making any decisions off a single response, so what’s an effective middle ground? A better frame that I’ve heard is “thematic saturation”, which means collecting information until further analysis or questions reveal no new responses. After reviewing hundreds of survey accounts, I see this pattern largely holds true! If you ask for color or product suggestions, eventually answers stop suggesting new items and you have a strong 3-4 groupings of information that you can take action on. If you ask “why did you purchase us today?”, you eventually end up with 3-4 key value propositions. Even at a lower volume of responses, once you hit thematic saturation, I think it's safe to start making decisions off your collected data.
I couldn't agree more! Statistical significance can sometimes overshadow practical insights. The concept of thematic saturation offers a more actionable approach.
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5moMakes sense. In your experience, how many responses does it usually take to reach this point? I'm curious if it varies by industry or question type.