learning to use market research software

Phil Hearn: Blogger, Writer & Founder of MRDC Software Ltd.

How much will it cost to learn a new survey software system?

As a software vendor, I am often surprised by how buyers of market research software are only focused on the cost of the software itself. I fully understand the desire to obtain the best price or a discount for longer-term licences, but the question I am rarely asked is, “How much will I need to invest in staff to leverage the power of the software?” This article considers the cost of becoming proficient in survey software and briefly examines MRDC’s products.

If you only want to know about MRDC’s products, click here.

Is the cost of learning a survey system a taboo subject?

It seems that it is an unasked question, a taboo subject. Perhaps buyers feel that they will not get an honest answer. Well, here’s my attempt to lay this topic open to debate. I see no reason for secrets, but I understand why some suppliers might keep this matter quiet!

Staff training costs

I can’t believe that managers or business owners investing in software don’t consider the cost of training or assume that it will be negligible and can be largely ignored. There might be a tangible benefit to changing or investing in a new software system, but the cost of becoming proficient should not be overlooked. Staff training in software takes time and risks delivery and will usually mean an initial downturn in productivity.

Should software companies help buyers?

Of course, this is a stupid question. Software vendors should help their customers. Yet many software want to charge exorbitant training fees and have no online training guides or videos. Even if there are videos, in many cases, they do no more than scratch the surface; they are more sales-oriented than training videos. The goal must be to enjoy a long-term relationship whereby the software user becomes more effective in terms of productivity or what the users’ company can offer (or offer more easily) – or, even better, both. At MRDC Software, we consider our onboarding services and good online video tutorials to be a valuable part of our offering.

Purpose of this article: the cost of learning

So, what is the purpose of this article? I think it is to help potential software buyers consider why they are buying survey software. I would like to put the training and learning issues that, in my opinion, need to be considered before changing software or purchasing a new system into the open. This article is not particularly aimed at the reasons for buying the software, although it may be a by-product of the article.

What sort of survey software are you buying?

Survey software breaks down into two main types – scripted solutions and GUI/menu-driven systems. Scripted solutions mean that users must use a programming language to make the survey software perform its function. By contrast, a GUI (graphical user interface) or menu-driven system will be controlled by selections from menus and properties sheets with minimal keyboard input except to enter text. There are some exceptions whereby a software system can be used both ways, or some selections can be entered more conveniently by typing commands or scripts.

The difference between scripting and GUI

There is a world of difference. In most cases, GUI/menu-driven systems are far more intuitive. Consequently, it is harder to make errors, and a reasonable level of productivity can be gained more quickly. The biggest problems can often stem from it being difficult to find the option or detail that you want. By contrast, a scripting language will take time to learn. If the language is proprietary, there is less chance that staff will have had previous experience unless it was with another employer. It will take time to avoid making ‘silly’ errors, as familiarising oneself with the language’s peculiarities only comes with practice. Ultimately, though, a scripting language is more likely to offer more significant productivity gains.

Who will be using the software?

A major consideration is the frequency of use of a software product. Different people will learn at different speeds, and different people will retain knowledge at different levels. It is far more likely that an irregular GUI/menu-driven system user will retain enough knowledge to use a software product, say, one week every two months. People using scripting languages usually need to use the product regularly – ideally, most days – to maximise productivity. Scripting using different products can also work well. Frequency of use will generally impact the cost of learning.

Are you using A to B software?

Another aspect that affects the cost of learning is whether the software has a straight, regular path when used. I call software with predominantly one path A to B software. For example, suppose someone needs to learn a software system to specify questionnaires for online surveys. In that case, the cost of learning will be much lower if all the surveys follow a similar pattern and use the same techniques. Conversely, where requirements vary substantially from survey to survey, users will need to learn more tools and will not get into a routine so quickly.

How many parts of the software need to be learned?

Let’s now consider the opposite of A to B software. Some systems require users to learn how to operate different parts or modules of a system. Each module may have its own peculiarities, and within each module, there may be a dazzling number of options that may or may not be needed. Getting used to where all these options are can take time, even with the most well-designed software. Therefore, this needs consideration.

What depth of learning is needed for high productivity?

This is a difficult question and needs an attempt at a deeper explanation. With some systems, shortcuts may shave off 5%-10% off a user’s time, meaning users can pick more efficient ways over time without costing too much. However, some software products may offer several techniques for handling a particular task. A good example I often quote is handling a complex tracking study where regular changes to the questionnaire and complex algorithms are calculated on each wave’s data. I once provided consultancy on such a complex tracking study where the questionnaire changed regularly with complicated algorithms in place for each wave’s data. In that case, I was able to reduce staff time from 20 days per month to about one and a half days per month. The reason? The software was not being used efficiently.

Are training materials available?

We have increasingly invested in excellent online training materials. We now have around 200 training videos covering introductory sessions to specific and complex topics. We introduced training videos several years ago, resulting in great positive feedback.

Can the software supplier help?

I think software suppliers should help more and advise users on where they will get the most value from learning. Buyers of software infrequently ask for such guidance. Having training programmes in place can smooth the path. With one of our products, MRDCL, where huge productivity gains may be available to some users, looking at someone’s work after a suitable time and critiquing work will usually lead to substantial productivity gains.

What about MRDC’s products?

Here’s a quick overview of the learning required for each MRDC product.

MRDCL

MRDCL is a scripting language which offers enormous benefits by being a regular user and committing some time to learning the most efficient use of the software. It also allows you to build templates that colleagues can use to make significant productivity gains. Unless MRDCL is being bought for a specific task or analysis type, it requires some investment in training to make the most of it. In practice, new users become more productive in stages. However, new techniques can always be learned and used for those pushing the software harder. The benefits of learning offer big long-term gains in both productivity and capabilities.

Find out more about MRDCL here.

QPSMR

 

QPSMR is a menu-driven system that benefits from mainly being an A to B product. It is generally easy to learn, and the primary need for more learning is when more complex tables are needed. Most new users need little help after handling one or two projects. The only exception is for those that use QPSMR for CATI. This has an additional set of tools that are not especially complex but take time to become familiar with, particularly if errors are made. Some training is needed to learn how to work with different situations effectively, particularly as any downtime in CATI operation can be expensive.

Find out more about QPSMR here.

Snap

Snap uses a GUI, allowing users to choose properties for each question and response. It is generally intuitive, although the large number of options means some time is needed for familiarisation. Again, the more similar each project is, the simpler it will be to learn. The more challenging part of the system is Snap’s Smart Reporting features, which are powerful but need some training to use.

Find out more about Snap here.

Resolve

The free version of Resolve, called Resolve Base, is intuitive to use. There is a video which makes it easy to get started and produce what you want. There is a Premium version of Resolve that has some add-ins that need a little more effort to understand their functionality and the required input. However, Resolve requires minimal training.

Find out more about Resolve here.

To summarise

Learning to make the most of a software product is an important consideration. At MRDC Software, we like to ensure a smooth onboarding and, perhaps more importantly, to ensure you are making the most of our software. Please talk to us if you want to discuss any of the topics raised in this article. Contact nikki.sunga@mrdcsoftware.com.