This Month's Spectrum Summary:

(The following is an excerpt from the April 2006 issue of Spectrum, a proprietary monthly briefing published exclusively for the clients of I.T. Strategies, Inc. © 2006)

BRIDGING THE DATA-to-DECISION GAP:
Wide Format Matrix-Based Survey Format Reveals
Patterns Hidden by Page-Size Limits

This month we meet with Patti Williams to discuss recent end user survey reports and, in particular, the wide format versions. Viewing the data in wide format can reveal patterns hidden when scattered though normal, page-sized documents. Something can be lost, we decide, living in a mostly small format world when we humans have evolved to see and think in wide format. Also, the patterns that emerge can be more helpful than words, especially for clients for whom English is a second language.

The new formats yield multiple dimensions to work with. For example, equipment related to company category, print volumes related to application, how many presses, fastest growing applications highlighted, etc. In the digital press survey example, the wide format chart focusing on applications contains a number of slots showing, for example, the importance of various factors motivating press selection, would they buy that press again, and what other equipment they use.

Response rates from survey to survey vary widely and are in themselves instructive. The packaging survey response was very low, indicating digital printing remains a low priority in this industry.

We think a bit about response rates related to the level of user satisfaction with their current digital equipment. Most claim to be happy, even one who reports his print volume is declining. Incentives offered (summary of the results and the chance for a cash prize) hopefully provide motivation to participate regardless of their level of satisfaction.

The new program to show survey results in wide format was prompted in part by clients asking for ways to cut through complexity. This program is a work in process and we will welcome your feedback.