Survey Analysis

The Red Lodge Convention & Visitors Bureau took a survey to learn more about visitors to Red Lodge before beginning their branding process. The survey was distributed both electronically and in paper form, asking questions about the town and people’s perception of it.

The survey made extensive use of fill-in-the-blank fields, and after collecting 1,114 responses onto a spreadsheet, they brought me in to help make sense of the results. To analyze the responses, I had to go through several steps:

  1. Create equivalencies. For example, I had to make Yellowstone, Yellowstone National Park, Yellowstone Park, YNP, and a variety of misspellings all mean the same thing.
  2. Create categories. For example, camping, fishing, skiing, and so on needed to be analyzed separately, but also grouped together in an “outdoor activities” category (see the picture below).
  3. Create weighting algorithms. Two of the questions asked respondents to list things “in order,” so I had to determine how much more important a first choice is than a second or third choice.
  4. Compile the results in an understandable format.
  5. Present the results to the committee and other stakeholders.
One of the charts explaining results. Using the pie chart for the main categories with corresponding funnel charts to break down results further helped to keep hierarchies clear.

Tools used for this project

  • Microsoft Excel to analyze the data and create charts & graphs
  • Adobe Photoshop to clean up some of the graphics and add other illustrations
  • Microsoft Powerpoint to create the presentation