Hard Data & Soft Metrics: Where They Meet

November 14, 2017

Sometimes, getting objectively quantifiable data from your employees, clients or customers isn’t possible. There may be too many possible answers to honestly condense it into a Yes/No option. Within certain fields and organisations, you need a decisive Yes or No answer to a question which cannot be provided by the data you’ve gathered, such as in epidemiology, engineering and administration.

While statistics can be a quick and somewhat effective way to gauge the answer to the posed question, other methods, such as soft metrics, could give you a better picture of what’s going on. Your SEO ranking, for example, is a common yardstick for website success as it’s easily quantifiable: the higher your ranking is, the more eyes that are potentially on your website.

However, simply having a high SEO ranking might not mean your website is doing well. People might leave quickly if it isn’t the website they wanted. A better way to gauge whether people are interacting with your website is a variety of factors: shares and likes on social media, subscribers and repeat visits, engagement with your content, comments, frequently visited pages, visits at certain times of day and so on. While none of these can prove whether your website is doing well or leading to conversions, it provides a useful picture that can provide some context for your question, which builds up over time.

So where does hard data and soft metrics intersect? As previously described, website design is one of them. Customer feedback is also an area where hard and soft data is constantly intertwined: simple yes/no questions, as well as more complex questions that require unique answers from recipients are common in surveys. Any business looking to get a useful, if not definitive, answer from their research and feedback needs to take soft metrics into consideration.

At Soft Intelligence, we are passionate about gathering customer feedback and soft intelligence from your clients and customers, transforming it into straightforward and accurate data that turns the hassle of feedback processing into a breeze. Take a look at our consumer mobile apps (Tell SID) and see if your company would benefit from them.

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