Data confidential: How to link surveys with internal data while maintaining privacy

Diane Berry and Josef Rieder

Explains how using a combined data approach can achieve a more realistically varied estimation of customers' needs than can be gained with segmentation matching.

Introduction

Strategic primary research is a key tool for companies to understand how the public and their customers perceive them in relation to competitors. It is often desirable to link the survey results to customer databases (CRM). Due to data protection regulations, the linkage of survey insights to internal data is generally approached in an aggregated manner.

Common methods to link insights from surveys to internal data sources are either to build in survey questions that identify predefined customer segments that link directly with internal segmentation. Another approach to linkage is to segment from selected survey questions and devise tagging...

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