Consult, Survey and Report
Our business psychologists collaborated closely with McDonald’s to design the survey. This involved first carrying out a review of their previous questionnaire to establish the relevance of historical questions and decide which to re-word or remove.
From here, we suggested new questions needed and then devised an Engagement Index, which would feature those questions most impacting upon engagement for McDonald’s employees.
The survey we created was to be run twice annually – in March and September – and was to be accessed by employees and Franchisees online.
To make it easy for restaurant-based employees to participate, McDonald’s placed PCs or tablets in restaurant ‘crew rooms’ enabling people to complete the survey during break times. Employees could gain access to the survey either via an email link they’re sent or by scanning a QR code and completing it on their mobile phone.
To ensure that the survey measured the right areas and was highly relevant for all employees, McDonald’s has three versions of the questionnaire; for crew (restaurant staff), restaurant managers and office-based employees.
One of the biggest challenges we faced in developing the survey technology regarded access levels for users due to the complexity of McDonald’s people hierarchy. The hierarchy is different for their corporate division, owned restaurants and franchised restaurants and this made granting levels of access to the survey reporting modules very tricky and nuanced to protect data security.
We created a reporting dashboard for McDonald’s that allowed line managers to access their team’s aggregated results to explore trends and issues at a local level. Managers could also log into the dashboard whilst the survey was live to see the latest response rates and to view reports from previous survey cycles