How to Analyze Survey Results (Without Being a Data Scientist)

You launched a survey on SegmentOS. You went to sleep. You woke up to 200 responses. Now comes the hard part.

For many founders and marketers, the "Analysis Paralysis" sets in the moment they open the CSV file. Rows and rows of numbers can be intimidating.

But here is the secret: You don't need to be a data scientist to find the truth. You just need to know how to separate the Signal from the Noise.

As the Chief Analytics Officer at SegmentOS, I’ve broken down my process into a simple framework anyone can use.

1. Clean Your Room (Data Hygiene)

Before you look for insights, ensure your data is clean. While SegmentOS uses ESOMAR Gold Standard panels to prevent bots, human error still happens.

• Speeders: Did someone finish a 5-minute survey in 30 seconds? Filter them out.

  
  

• Straight-Liners: Did they select "Option A" for every single question? Delete.

  
  

• Gibberish: Check open-ended text answers for "sadfasdf" or one-word answers.

  
  

Quality inputs equal quality outputs.

2. Quantitative: Look for the "Consensus" and the "Split"

Start with the closed-ended questions (Multiple Choice, 1-5 Scales).

• The Consensus: Where do 80% of people agree?

  • Example: "80% of respondents said price is their main concern."

    
    

  • Insight: Your marketing must focus on affordability.

    
    

• The Split: Where is the audience divided?

  • Example: 50% love the blue logo, 50% hate it.

    
    

  • Insight: This usually means you have two distinct segments in your audience.

Related: This is often where B2B and B2C audiences diverge. See B2C vs. B2B Validation: Finding Your Audience.

3. Qualitative: Mining for Gold (Open-Ended Questions)

Numbers tell you what is happening. Text tells you why.

Don't just read the answers; tag them. Create categories like "Pricing Complaint," "Feature Request," or "Competitor Mention."

The "Verbatim" Goldmine: Sometimes, a user will write a phrase so perfect it should be your H1 headline.

• User wrote: "I feel like I'm drowning in spreadsheets."

  
  

• Your new marketing copy: "Stop Drowning in Spreadsheets."