Jason Zigelbaum’s Post

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Founder at Zigpoll - Surveys for eCommerce to collect first party data

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.

Nathan Hawken

Impact and legacy-driven transformation for leaders and coaches

5mo

Makes 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.

Michael Koch

Helping SaaS services and Apps connect with 50+ eCommerce platform using 1 unified solution🥇

5mo

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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