If you’ve ever been handed a messy export from a survey tool and told to “just drop it into slides,” you know the pain. Getting from raw data to a clean, convincing chart for executives is trickier than vendors make it sound. This guide is for anyone who wants to take survey data from Appinio, get it out in a usable format, and build visuals that actually tell a story—without drowning in a sea of spreadsheets or dashboards.
Let’s cut through the noise and get you to a deliverable that’ll hold up in any boardroom.
Step 1: Exporting Your Data from Appinio
Before you can make pretty charts, you need to get your data out of Appinio. Here’s how to do it—and what to look for (and avoid) along the way.
1.1 Find Your Survey and Head to Results
- Log in to your Appinio dashboard.
- Navigate to the survey you want to export.
- Click on the “Results” or “Analytics” tab (Appinio’s UI changes sometimes, but you’re looking for where you can see all the responses and charts).
Pro tip: If you use filters (like by demographic), check if you’re viewing filtered or unfiltered data. It’s easy to accidentally export just a slice.
1.2 Choose the Right Export Format
Appinio usually gives you options like CSV, XLSX (Excel), or sometimes PDF.
- CSV: Good for raw data, but you’ll lose formatting. Fine for importing into Excel or Google Sheets, but be ready for wonky special characters or date formats.
- XLSX: Usually the best bet. Keeps basic formatting and is less likely to mangle data types.
- PDF: Useless for analysis or custom visuals—skip it.
Honest take: Always download both CSV and XLSX if you can. Sometimes one format will choke on weird question types or special characters; having both gives you an escape hatch.
1.3 Double-Check What’s Actually Exported
Not all exports are created equal. Appinio sometimes gives you:
- Raw data (every respondent, every answer)
- Summary data (aggregated results per question)
For exec presentations, you’ll almost always want to start with raw data. Summaries are okay for quick snapshots, but you’ll have more flexibility (and fewer awkward questions about “how many people actually said X?”) if you work from the detailed export.
Step 2: Cleaning Up the Data
Raw exports are never plug-and-play. Here’s where most people waste time—fighting with broken columns, gibberish headers, or missing values.
2.1 Open in Excel or Google Sheets
- Import your CSV/XLSX into Excel or Google Sheets.
- Check for weirdness: Look for columns with names like “Q1_1_TEXT” or “Other (please specify)”. These often need renaming or regrouping.
2.2 Tidy Up Question Labels
Raw exports usually use internal question codes (“Q3”, “Q4_2”, etc.) instead of real question text.
- Replace cryptic headers with plain-English versions. E.g., change “Q2_1” to “Would you recommend our service?”
- Keep a mapping tab if you have to reference original codes later.
2.3 Handle Multiple Choice and Open Text Answers
- Multiple choice: Usually shows up as separate columns for each choice (“Selected: Yes/No”). Consider collapsing into a single column with the chosen value for easier analysis.
- Open text: These can be gold mines for execs (“What’s the one thing you’d improve?”), but also a mess of typos and off-topic rants. Skim for useful quotes; ignore the rest.
2.4 Check for Incomplete or Bad Data
- Blanks: Execs will ask, “Why don’t these add up?”—decide if you’ll show blanks or filter them out.
- Weird outliers: If someone answered “999” for age, either fix it or drop it.
2.5 Save Your Cleaned File
Once you’ve cleaned things up, save a working version (ideally in XLSX), and keep the raw export untouched somewhere safe. You’ll thank yourself if you need to retrace your steps.
Step 3: Analyzing and Summarizing Key Findings
Executives don’t want to see every data point. They want the story—fast. Here’s how to find and frame what matters.
3.1 Identify the Story
- What’s the one headline from this survey? (E.g., “72% of customers find onboarding confusing.”)
- What’s surprising, risky, or actionable? Don’t just regurgitate averages.
3.2 Calculate the Basics
- Frequencies: How many people chose each option?
- Percentages: Always show %s, not just counts—it’s easier to digest.
- Cross-tabs: If you have enough data, split key results by segments (age, region, etc.) to spot differences.
3.3 Pull Out Supporting Quotes
For open-ended questions, grab 2-3 punchy quotes that support your main points. Don’t overdo it—one good quote per slide is plenty.
Step 4: Building Visuals for Executive Slides
Time to turn numbers into something that actually sticks in a presentation. Here’s what works—and what to avoid.
4.1 Pick the Right Chart Type
- Bar/Column charts: Best for comparing numbers (e.g., “Which features matter most?”)
- Pie charts: Use sparingly. Fine for “What % chose X?”, but bad for more than 3-4 slices.
- Trend lines: Only if you have time-series data (rare in one-off surveys).
- Stacked bars: For showing breakdowns by segment—just watch for clutter.
Skip: 3D charts, radial diagrams, or anything that looks like it belongs in a 1998 PowerPoint template.
4.2 Use Tools You Know
- Excel/Google Sheets: Fast, flexible, and you already have them. Not flashy, but gets the job done.
- PowerPoint/Google Slides: Both let you paste in charts straight from Excel or create simple visuals natively.
- Tableau/Power BI: Only worth it if you’re making dashboards or have complex data. For 90% of presentations, these are overkill.
Honest take: Most execs care about clarity, not fancy visuals. If you’re spending hours tweaking chart colors, you’re probably missing the point.
4.3 Keep It Clean and Legible
- Big fonts, bold numbers: Make key stats jump out.
- Short titles: “Top 3 reasons customers churn” beats “Customer Attrition Survey Results Q2 2024.”
- Minimal clutter: Axes, gridlines, and legends should be clear but not overwhelming.
4.4 Annotate and Contextualize
- Point out anything unexpected or important. Don’t assume everyone will “get it” right away.
- A callout box or arrow can focus attention where you want it.
Pro tip: Always sanity-check charts with a non-expert before showing execs. If they’re confused, so will your audience be.
Step 5: Assembling the Executive-Ready Deck
Bringing it all together so your slides don’t end up as background noise.
5.1 Structure for Impact
- Start with the “So what?” Lead with your headline finding.
- Limit slides: One insight per slide. Nobody wants a 40-slide deep dive.
- Back up claims: Use data visuals, but keep explanations short.
5.2 Add Real-World Context
- “Compared to our last survey, satisfaction is up 10%.”
- “This is double the industry average.”
- If you don’t have context, say so rather than faking it.
5.3 Anticipate (and Preempt) Questions
- Be ready to explain how data was collected (“N=500 Appinio panelists, June 2024”).
- Flag limitations honestly (“Small sample size; treat directionally”).
5.4 Share Source Data (If Appropriate)
- Some execs like to poke at the numbers themselves. Offer a backup slide or appendix with summary tables.
- Never share raw respondent-level data unless you’re sure there’s nothing sensitive.
Step 6: What to Ignore (and What to Watch Out For)
You’ll be tempted to use every bell and whistle. Here’s what’s safe to skip:
- Appinio’s built-in charts: Fine for quick looks, but too generic and limited for exec decks.
- Overly complex segmentations: If a split doesn’t change the story, leave it out.
- Dashboard links: Don’t send execs to a live dashboard unless you know they’ll use it (they usually won’t).
Watch out for:
- Small sample sizes: Don’t overstate findings if only 10 people answered a question.
- Leading questions: If the survey was flawed, admit it up front. Better a moment of awkwardness than a credibility hit later.
- Copy-paste errors: Double-check all numbers and charts. Nothing tanks trust faster than a slide with obvious mistakes.
Wrapping Up
Exporting and visualizing survey data from Appinio doesn’t have to be a slog. Start with a clean export, tidy up your data, focus on the real story, and keep your visuals sharp but simple. Most importantly, remember that execs want clarity, not complexity. Don’t obsess over perfection. Ship your deck, get feedback, and iterate next time. Done is better than perfect—and a clear, honest chart always beats a fancy one that confuses everyone.