I’ve recently been reminded of two mantras from my days (long ago) in consultancy which are closely related to each other and still very pertinent. They are: –

-It can’t be managed it if its not measured


-Control the whole by controlling the parts

I was reminded of these when I was asked to explain what ‘Attributed Feedback’ is.

I explained that it simply means that, because the InfoQuest box is just a conduit between our clients and their customers in the same way that a telephone line is a conduit, our clients know precisely who said what, or who thinks what.

In B2B people buy from people, and each customer both needs and wants different things from that vendor / client relationship.

There are a number of membership bodies to which market researchers can belong – such as the MRS, MRA and ESOMAR – and they all have a similar code of conduct which members must agree to. Within these codes of conduct is a requirement that researchers must not attribute feedback without the express permission of the responder. This is no argument that this makes sense in political opinion polling and in B2C surveys. Besides, in these surveys, where the demographic is very simple, the results can and are rolled up into an overall figure and, with knowledge of the size of the survey, statistical validity will come into play.

But in B2B it is desperately important that you find out who said what in order to manage the relationship, and so the code of conduct makes no sense in a B2B environment.

InfoQuest believes that in B2B you have to measure as many of the component parts of the relationship as possible (we offer up to 60 questions and statements in our surveys in order to drill down) and you have to have attributed feedback.

Please also see

How to identify your most important customers

The InfoQuest customer satisfaction survey question library

The sample InfoQuest customer satisfaction survey report