The Evolution of Measuring Citizen Satisfaction
Over the years, the process of measuring and tracking citizen satisfaction has improved dramatically. MDB Insight has been at the forefront of developments in data collection methods, statistical analysis procedures. The accumulated expertise of our market researchers have resulted in modern, accurate, and practical options to consistently improve citizen satisfaction.
Citizen Satisfaction Data Collection Methods
You already know that conducting door-to-door interviews or leading focus groups improves your awareness of public opinion. Online surveys, community panels, and town halls are other resident touch points that provide you with valuable data on what municipal services require improvement. But, all of these approaches are somewhat anecdotal. For example, those who show up to town halls and participate in online surveys could provide a skewed sample of overall public opinion. MDB Insight gets past anecdote to the data behind it.
Research has shown that the optimum data collection methods to measure citizen satisfaction - and avoid anecdotal evidence - combine landline and cell phone surveying. Phone surveying has demonstrated the best chance of reaching the most representative sample of your community.
Derived Versus Stated Importance
If you were to ask residents to rate the importance of a municipal service on a scale of 1 - 10, most services would be ranked as having a high importance, leaving you to guess which services to prioritize. The data collected on stated importance alone isn’t helpful in determining where to start your citizen satisfaction process.
Today, advanced statistical modelling is applied to determine the derived importance of municipal service improvements, rather than simply the stated importance. Derived importance is a measure of which service improvements are actually driving overall citizen satisfaction. The derived importance model creates a more informative metric for municipalities to use.
For example, MDB Insight’s Citizen Satisfaction IQTM tool uses derived importance to provide data to municipalities about where to prioritize your efforts. Furthermore, the MDB Insight market research and analytics experts help you to better understand the data collected, rather than attempting to decipher the data on your own.
Prioritizing to Achieve Measurable Progress
In addition to identifying which services are most influencing overall citizen satisfaction, current tools also identify the services with the lowest scores. This way, the services that need improvement and are shown to drive satisfaction can be clearly prioritized.
In the past, the lowest scoring services would have been marked as priorities. Today’s tools and strategies can now identify the subset of those services with derived importance. New methods of citizen satisfaction measurement and analysis have transformed the process tremendously, swiftly producing a game plan you can use for maximum effect.
Increased Efficiency through Real-Time Data
Recent developments in data collection have also meant that real-time data informs citizen satisfaction surveys. In the past, the survey process was time consuming, so much so that once you’d identified citizen priorities, they might not be priorities anymore.
With real-time data, derived importance, and streamlined analysis procedures, you can now identify and act on priorities quickly. Real-time data is a win-win solution for you and your residents. When citizens see quick solutions to their priorities they feel heard, and you’ll be able to measure a true increase in overall satisfaction.