Who We Are

Essential Surveys is a marketing research and public opinion research firm. We conduct surveys using questionnaires to collect and analyze data for businesses, public agencies, associations, other membership organizations. Surveys may be conducted on-line, by mail, by telephone, or using a combination of methods. We offer a variety of research products and services (see Services) to meet the needs of almost any client. If we can't provide the research solution you need, we will do our best to recommend someone who can.

We can manage projects of any size or scope. You may want us to develop and manage the entire project from concept to presentation, or you may just want us to consult on a project to make sure it is done right. We are available on an hourly basis to consult or to take on portions of the project that you don't want to handle yourself, like questionnaire design, data processing, or report writing.

We charge nothing to meet with you and discuss your information needs and possible research solutions. We can discuss project timing so there is enough time to do the project right and have results ready when you need them. We can provide ballpark prices for planning purposes, or prepare a formal proposal.

The Research Process

A typical survey follows these seven steps

Step 1 - Making the Decision: A project usually starts with a phone call. We'll discuss your interest in conducting a survey and whether or not a survey can be used to get the information you need. We'll answer any basic questions you may have, and if possible, get the information we need to calculate a study price. If necessary (and it often is) we can schedule a meeting to discuss the pros and cons of the project in greater detail. You may want other key personnel to be present. We have two main objectives in this first step: to clearly understand your information needs and to provide you with enough information to make a cost/benefit decision -- to determine if the information a survey can provide is worth the cost.

Step 2 - Brainstorming: Once you are ready to proceed with the project, we'll schedule a questionnaire design meeting to brainstorm ideas, discuss the merits of questionnaire topics, and separate the "essential" from the "nice to know". Attendance at this meeting should be limited to those who understand the issues and are largely responsible for implementing the results. Prior to this meeting you may want key personnel or department heads to submit their information wish lists ... with the understanding that not all wishes come true. This is the part of the process that requires the greatest commitment of time and energy on your part - or that of your team. The outcome of this meeting is a list of study objectives. The care and consideration given to this process will be reflected in better questionnaire design, analysis, and in the final results.

Step 3 - Questionnaire Design: Questionnaire design is where our experience pays off. We've learned over the years what can or cannot be asked in different survey formats and with different audiences, and more importantly, how to ask questions that will not mislead respondents and produce spurious results. Once we've developed a draft questionnaire, we will send it to you for review. After discussion, the questionnaire may get revised. It's not unusual at this time to change some of the objectives or add new questions. After revision, we will send another draft for your review. This process continues until we are satisfied with the result. In some cases, it is desirable to pretest the questionnaire before the design is finalized. With telephone surveys, this may add a couple of days to the process. Pretesting mail surveys can take longer. It may be possible to pretest by distributing to a diverse sample of acquaintances, or other contacts. However, depending on the topic involved, it may be necessary to actually mail surveys to a portion of the sample. Although seldom required, this can add 2-3 weeks to the study time.

Step 4 - Fielding: For mail surveys, this is the process of printing, proofing, mailing, and waiting for questionnaires to be returned. For telephone surveys, this is the process of training, pretesting, programming the questionnaire into the CATI system, and interviewing.

Step 5 - Processing: For mail surveys, processing includes opening and verifying the questionnaires. For both mail and telephone surveys, the open-end questions must be coded and added to the database.

Step 6 - Analysis: The process of studying and interpreting the data, which may involve any number of analyses using specialized software.

Step 7 - Results: Usually this involves preparing a written report. However, you may, want the results or a portion of the results packaged in different ways for different audiences. For example, you may want a complete detailed report for yourself, a PowerPoint presentation with executive summary to present to your board, and one-page action plans for each department.

What You Can Expect

Clear Communication - Plain speaking, no jargon. When we need to know something, we ask. When you need to know something, we expect you to ask too. Remember, we are experts at conducting surveys, not necessarily at the nuances of your business, so feel free to tell us anything and everything that you think will help us better understand your perspective or the dynamics of your business. Your phone calls and emails are always welcome.

Stated Objectives - The success of any project depends on clearly outlining the objectives. The analysis we preform is determined by our understanding of your objectives.

Collaboration - The best ideas emerge when we work together.

Highest Ethical Standards - No smoke and mirrors, no hidden agenda, no tinkering with the numbers or slanting the results.

Company Founder

The company was founded in June 2005 by Brad Rucker, a 25-year veteran of the market research business. Brad began his career as a research assistant at SERA (Social & Environmental Research Associates) while in graduate school. After college, Brad moved to Seattle where he worked for several local research firms, including Consumer Attitude Research, Gilmore Research Group, Market Trends, and McClure Consulting. In 1987, Brad co-founded ARCACO, a company that specialized in market research for financial institutions. After 12 years, Brad joined Hypergrove Engineering, a software start-up, where he remained until 2005. Brad brings to Essential Surveys his years of experience working with a wide variety of clients from the business, government, and not-for-profit sectors. Brad has a keen ability to understand the client's information needs and design a survey that will provide the actionable information clients need to make the best possible decisions.