Matrix
Anonymous or identified? A decision matrix for customer research
Two questions: how sensitive is the topic, and do you need to know who said what?
A two-by-two matrix for deciding whether to collect customer research answers anonymously or identified. It crosses how sensitive the topic is with how much you need to know who said what, and recommends one anonymous link, personal links, a split study or either. Koji lets you switch a study between one shared link and a link per person in its share sheet.
Where this appears
What's in this matrix
Vertical axis: Topic sensitivity (Low to High). Horizontal axis: Need to know who said what (Low to High).
- One anonymous link (High topic sensitivity, Low need to know who said what): Feedback about a manager, policy workarounds, money or health.
- Split the study (High topic sensitivity, High need to know who said what): Personal links for the main questions, a separate anonymous link for the sensitive ones.
- Either works (Low topic sensitivity, Low need to know who said what): A shared link is simplest, for example a newsletter poll.
- Personal links (Low topic sensitivity, High need to know who said what): Churn, onboarding, win-loss and feature feedback from named accounts.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/anonymous-or-identified-research-decision-matrix"><img src="https://www.koji.so/visuals/anonymous-or-identified-research-decision-matrix/anonymous-or-identified-research-decision-matrix.png" alt="Matrix for choosing anonymous or identified customer research by topic sensitivity and the need to know who said what." width="1200" height="678" /></a>
<p>Source: <a href="https://www.koji.so/visuals/anonymous-or-identified-research-decision-matrix">Anonymous or identified? A decision matrix for customer research</a>, Koji</p>
