Leadertoleader.org Visitor Survey Results

In the summer of 2005, the Leader to Leader Institute underwent the Drucker Self-Assessment process. We recently conducted a survey of our web visitors to aid in the Institute's customer research--part of Peter Drucker's Self-Assessment process for organizations to reassess their mission and focus on their customers and results. The results of the survey are available below.

Total respondents: 117 (approximately .28% response rate)
Total population: Approximately 41,461 visited the site while the survey was advertised on the website

Demographic Information

The majority of respondents worked in small companies (less than 50 employees), though 24% worked in large companies (greater than 2000 employees). 69% were between the ages of 36 and 59, while 26% were between 26 and 35. More than half of the respondents received a postgraduate education, while about a third graduated college. A slight majority of respondents work in the corporate sector, with the other 2 sectors close to being evenly represented in the minority.

Opening Questions

A majority of respondents (34%) were visiting the site for the first time, though there was a fair minority of repeat visitors. Most respondents visited the website to either access Leader to Leader articles (43%) or find information on the thought leaders (36%). A few also mentioned publications, the Drucker Innovation Award, journal subscription information, and e-newsletter as their reasons for visiting. None of the respondents were donors and only three were currently members of the Institute. 17%, however, were subscribers to the e-newsletter. 41% of respondents first heard about the website from internet search engines results and 26% were referred from links from other websites.

Design/Usability Questions

A combined 64% of respondents either strongly agreed (29%) or somewhat agreed (35%) that our website was well organized, has relevant information, made for easy navigation and reading, and does not overload the visitor with information. When asked if the website worked well with the assistive technology (ex.: screen readers), 31% stated they did not know.

General Questions

45% of respondents stated that the website was at least fairly helpful to them, with 35% stating that it was extremely helpful. When asked about the frequency at which the respondents visited the various areas of the website (articles area, SAT tool, etc.), a combined average of 36% answered that they never accessed these resources. Notably however, 24% of respondents regularly (every month) consulted the articles.

Closing Questions

The respondents were asked what other types of content they would like to see on the website, and 77% said they want selected links to other leadership articles or websites and interviews with thought leaders. Regarding technologies to be incorporated into the website, 55% asked for video clips of Peter Drucker and Institute conferences. An interactive Thought Leader Forum, a forum for members to interact with each other, and webinars garnered 40%, 34% and 34% respectively.

Based on their prior knowledge about the Institute and the website, 30% of the respondents believed that the Institute is very effective in achieving its mission, whereas 43% said it is somewhat effective. 26% thought they were not familiar enough with the organization to make that judgment. Most also think that our website is somewhat or very effective in communicating how we further our mission. 79% of respondents stressed leadership as the greatest need for the social sector, with strategic planning and management being a close second at about 50%.