How to Collect Surveys and Conduct Feedback Analysis in 1 Day🧑‍🔧

Sheila Bugal on April 4, 2022
Feedback Analysis

The research world is like a toolbox 🧰. Within the toolbox are surveys, focus groups, and experiments. Recently, the size of this toolbox has increased with social media, internet-based surveys, and mobile phones being used more frequently. The size of our toolbox can be viewed as an opportunity for new kinds of research tools to be utilized for feedback analysis.

Today we will show you just how easy it was for us to go from designing a survey to ➡️ collecting responses to ➡️ feedback analysis and presenting our findings. We did all this within one day using the latest research tools. Read on to find out how:

Step 1 – Identify research problem & select research design

First, we must identify what our research problem is, what questions to ask, and in what format we want to ask them. We decided to examine the topic of website design and selected a single open-ended question survey format to obtain responses effectively and efficiently for easy feedback analysis later.

Step 2 – Utilize to collect 1000 text responses

After we had our survey question ‘What annoys you the most about websites?’, we used the service provider Pollfish to obtain responses. Pollfish is a platform that grants access to a massive network of respondents who opt-in when a survey is presented to them. Our study required 1000 responses, and within two hours, we had all the responses we needed. In the end, we easily downloaded the data as an Excel spreadsheet, ready for the next step – Feedback analysis!

Step 3 – Use for Feedback Analysis

The survey provided us with a lot of data – now what? Data is only data – it is only through feedback analysis and the interpretation of that, that you create knowledge. In terms of quantitative text responses to open-ended questions, Caplena is the right tool to make your feedback analysis more efficient, accurate, and insightful. We uploaded our Excel file to Caplena and with the click of a button, all survey responses were categorized into identified topics. We completed the analysis of all survey responses within 15 minutes.

👉 Refer to this article for a step-by-step guide on how to use Caplena.

Once you have all the data you need, simply import it to Caplena. A few more clicks and in just a couple of minutes you have actionable insights!

Step 4 – Present results

Caplena gives users the option to present results via interactive charts, such as driver charts and relationship charts, as well as dashboards – or as Excel, SPSS, or CSV files. Dashboards are an easy and visual way to showcase the findings of your study. The first step is to create and personalize the charts that you want to display. Then you will be able to drag them into the dashboard interface and change various settings such as size, color, and descriptions. After completing the dashboard we shared the link with relevant team members.

Making a dashboard is easy. Within a couple of minutes, you can make an informative and visually appealing display of your analysis and findings, then easily share them with your team members.

Check out and interact with the finished dashboard yourself here.

It’s only been a couple of hours, and we have surveyed more than 1000 people, analyzed all the responses, and built a dashboard to share our findings. Below you can read more about the findings of our study.


Now that we have shared the secret new tools of our research toolbox, let us look at our findings more closely. Below, shows the top eight categories that emerged in the text responses of our survey.

Bar chart: What annoys you the most about websites? Ads, Pop Ups and Push Notifications have the highest frequency.
Top Eight Bar Chart Categories

Ads, Pop Ups & Push Notifications

More than a third of our contestants said that these were their biggest turn-offs. But how do you know how much is too much? You know that you’ve overdone it when:

➡️ Your reading experience is interrupted

➡️ It is difficult for you to navigate the site

30% of internet users say that they intentionally avoid websites where ads interfere with the content they are trying to focus on. Let’s just all agree that distasteful pop-ups, ads and push notifications suck and should let us live our lives without guilt-tripping copy like “No, I don’t want to improve my experience.” What’s with the sass? 💁‍♀️

Take a look at the pop-up below. It is not too pushy, uses delightful copy, and offers alternatives.

"Line 1: Can't complete this right now? No problem! Line 2: Download our buyer persona template + guide to create your personas in your own time! Line 3: Grab the template! Line 4: No, I'm OK for now, thanks"
Example of a good pop-up

Inefficient Code

Within the inefficient code category, one can see the elements of lagging/slow performance (75% approx) and crashing (25% approx).
The Inefficient Code category is comprised of two sub-units.

A page that is inefficiently coded will become slow or crash. QuickBooks even finds that speed is the leading reason people abandon a website. As the load time of a page increases from one second to five, 90% of people leave the page. You can easily check your own page speed by running a Speed Test 🏃.

Unclear User Interface (UI)

Poor UI on websites is still shockingly common – especially when it comes to adapting to mobile phones. Mobile devices drive more than half of all website traffic nowadays. Creating a website that is responsive to that is critical. Over the past 10-15 years, mobile phones have changed our lives so rapidly that many website providers have fallen behind. Make sure you have everything formatted for all those phone users on the go 📱!

Poor Navigation

When someone lands on your site, do they know what to do? Where to go? What their next steps should be? While this might seem like a no-brainer, research by Small Business Trends suggest that 70% of small B2B business websites lacked a call-to-action. They weren’t missing out on leads and sales because their CTAs were poorly written; they were missing out because they simply didn’t provide any direction on their website or ask people to click around. See below for some common design pitfalls when it comes to UI and website navigation 👇

Comparing unaligned text and image on the left and aligned text and image on the right.
Make sure you align all your elements. Putting things in the right alignment becomes the key to making a layout look beautiful and balanced.
Shows the difference between a lack of text hierarchy and text hierarchy with the UI design of a music phone app
A lack of text hierarchy is confusing. Text is the primary unit of communicating content, which is exactly the reason why it must always be easily readable and organized.
Comparing two UIs. One UI without the use of primary and secondary buttons, and one UI using both.
Make a clear distinction between primary and secondary buttons.

Cookies 🍪

The explosion of cookie consent pop-ups started in 2018 and is partly the fault of the General Data Protection Regulation (GDPR). The change was meant to make it easier for people to understand and control how they are tracked online. In reality, it has made the internet even more unusable. Since there isn’t too much you can do about the laws of cookie pop-ups, refer back to our advice above and make them simple, non-obtrusive, and friendly. People just want to get this part over with. No sense in making it more complicated than it has to be.

Hidden Costs & Wrong Information

A breach of user trust occurs when website information, like payment actions, is disguised to be misleading. It is imperative that you respect your users by providing them with accurate information that is easy to access without trying to trick them into clicking on anything involuntarily. The mere suspicion that your website might infect their devices with malware, for example, is a very bad sign.

Long Registration Forms & Privacy Issues

In addition to being annoying to fill out, long registration forms are less trusted than email addresses. Why? When you enter your information without knowing where it will go, it feels like you are setting yourself up for spam. The more information you make users input – and the more personal the questions get – the less they are going to trust you. For best results don’t just use a web form on the contact page. Include your physical address, telephone number, and personal email address as well.

Relationship chart showing cookies and privacy issues linked together.
Our relationship graph shows that Privacy Issues are often linked to long registration forms, misleading information, and cookies.

Cheesy Stock Photography

Even though this point isn’t officially on our respondents’ list, we felt strongly enough about it to include it anyways. Yes, images are great for inbound marketing. Nevertheless, if you go browsing looking for suitable pictures and find gems like the ones below, please, for God’s sake, do not use them on your website. Jokes aside – use professional images – ideally, honest photos – over stock images. Make sure the images are of good quality, too, and you’ll be good to go!


There you have it! We’ve conducted feedback analysis effectively from start to end in one day. Clearly, asking for customer feedback is important for businesses to learn about customer or employee pain points and how to improve the organization overall. We only use the best text analytic tools, that’s why we used Caplena to uncover deep insights about our survey!

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Caplena conducts sentiment analysis using AI to understand how your customers or employees genuinely feel so you can spend less time on the analysis and more time on the results! 🏆️
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