DIVE INTO DATA
CONTINUED FROM PAGE 33
other items being ranked.
When building a rating scale,
PricewaterhouseCoopers (PwC),
ISPA’s research partner, suggests
using a rating scale with an odd
number, such as 1-5. This gives you a
true, neutral midpoint: 3. Ducker also
advises against using a bigger scale
than 1-5, such as 1-7 or 1-9; at that
point, the divisions between ratings
are too granular. Is there a
meaningful difference between an 8
and a 9? Not likely.
Building a good customer survey
of any kind means being comfortable
with seeking and using qualitative
data. Though quantitative data is
often easier to use, qualitative data
can offer the transformative ideas
and insights you need to grow your
spa. By focusing on the end goal,
asking specific questions and using
the right tools, you can rest easy
knowing that you’re gathering high-
quality qualitative data. By finding
creative ways to view qualitative data
in a more mathematical way, you’ll
avoid the pitfalls of zeroing in on
isolated comments or opinions. And
by arming yourself with the best data
possible, you’ll have the knowledge
and evidence you need to lead your
spa into 2020 and beyond. n
Ideas to Inspire
THE SNAPSHOT SURVEY, ISPA’s monthly
survey that offers a quick glimpse at
how—and what—the spa industry is
doing, is a terrific source of data. While
most ISPA members know it for its
numbers-driven insight into the world
of spa, some of the most dedicated
Snapshot Survey respondents and
readers value it most for the open-
ended qualitative responses.
The open-ended responses are
where Snapshot Surveys come to life:
where spas can share their best
practices around marketing,
technology, policies, hiring, retail and
more. Here are a few of the most
insightful responses featured anony-
mously in 2019’s Snapshot Surveys—plus
some advice from dedicated Snapshot
Survey users on how they incorporate
the data into their decision making.
An idea for a Mother’s Day marketing push:
“We are going to run a Facebook promotion where the client shares
our post, sends us a photo of them and their mom, and [shares] what
they like to do together. One winner will receive a package for hair,
facial and makeup application. Two other winners receive a manicure
or pedicure.”
FROM APRIL 2019
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