How to gather strategic intelligence

By Sam T. Goodner
|CHRR, Guide to HR Technology|Last Updated: 03/30/2001

Online surveys are one of the best ways to check the pulse of a business and gain valuable insight into the organization. While posting surveys to a company’s Web site is the fastest and easiest way to gather feedback from employees and customers, designing an effective survey that will yield strategic business intelligence is both an art and a science.

Strategic survey design can range from the creative (content, wording, and placement) to the scientific (sampling, deployment, and reporting). However, the bulk of survey creation is common sense. Follow these basic steps for building online surveys that will harvest useful and accurate business intelligence for years to come.

DEFINE THE SURVEY’S MISSION