Recently, a financial institution partnered with our bank and credit union market research company on a senior loan officer survey targeted to professionals within the mortgage industry.
Senior loan officer survey highlights:
- The survey targeted specific roles/titles of professionals in the mortgage industry.
- The online survey included 55 custom questions.
- The results were compiled into a topline summary report which highlighted the key finding of each question.
Learn more about the objectives, approach, and reporting deliverable for this type of market research study.
Objectives of the Senior Loan Officer Survey
The senior loan officer survey focused on several objectives for the financial institution.
The survey objectives included:
- Measuring production levels
- Predicting industry trends
- Identifying market intelligence (MI) from mortgage professionals
The results would be used for data-driven marketing purposes.
In other words, the client planned to repurpose the findings in press releases, blog posts, social media posts, and other lead-generating content.
The survey was created from a draft written by the financial institution. However, our market research company recommended adjustments and improvements to the questions.
Approach to the Senior Loan Officer Survey
To address the objectives at-hand, Drive Research recommended using a B2B online survey to collect feedback.
The survey was fielded to partner and panel lists, filtering for the client’s target respondents: loan officers, originators, and other mortgage industry professionals across the United States.
Our team of senior market research executives recommended an online survey for its multitude of benefits.
They are low-cost and offer quick, credible results. As a result, the financial institution had a greater chance of increasing the market research return-on-investment.
Details of the loan officer survey are broken down below.
- The online survey took an average of 10 minutes to complete and included 55 questions.
- The survey received 200 responses.
- Fieldwork for the survey began on January 15 and lasted until January 22, 2021.
The 200 responses were recommended by Drive Research as the optimal maximum feasibility with this difficult to reach audience.
The Margin of Error for the Senior Loan Officer Survey
With a probabilistic sample, a total of 200 responses at the 95% confidence level offers a 7% margin of error.
If the survey were conducted with another random pool of 200 respondents, the results would yield within +7% or -7% of the stated totals in the reports.
The margin of error can be used as a guideline to understand the reliability of these results.
Report Delivered to the Financial Institution
The report included a question by question summary of the results. This deliverable helped summarize the key takeaway from each question in the senior loan officer survey.
Additionally, the report included interactive report links. By hovering over data in a chart, it provided more detail for the financial institution.
The client is able to export the results into several different formats such as PDF, PowerPoint, Excel, and Word.
Doing so allows our clients to repurpose the results in multiple marketing and sales capacities.
Finding qualified respondents to complete a senior loan officer survey can be challenging.
With the help of our market research company, we can deliver the critical insights needed from this hard-to-reach audience
Contact our team today or learn more about our services.
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As a Senior Research Analyst, Emily is approaching a decade of experience in the market research industry and loves to challenge the status quo. She is a certified VoC professional with a passion for storytelling.
Learn more about Emily, here.