West Associates Ltd • Business Psychologists


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Enhancing Morale, Motivation and Performance

A carefully controlled, purpose designed attitude survey can be a springboard to greater company morale, motivation and performance.

Our aim is to determine how people feel about their organisation and to build on that information in a positive way setting goals for change which are attainable, constructive and aligned with corporate objectives.

We have carried out surveys worldwide in large companies, operating among a range of cultures and organisational structures. Not only have we conducted studies of attitudes and their resultant implications for morale but also studies of stress, communications, landscaped office design, railway carriage environments and double bed comfort!


Attitude surveys should be individually designed to accommodate the range of different circumstances found in each organisation. 'Off the shelf' survey techniques are unlikely to be successful since they are too crude to distinguish between the subtle differences of opinion likely to be uncovered. Attitude surveys can be a double edged sword if not handled with care; misuse can raise staff expectations and create dissatisfaction where none existed before.

The approach we find generally the most effective follows these stages:

  1. Plan the attitude survey taking into account issues of confidentiality, dissemination of feedback and managements commitment to following up on results.

  2. Launch the survey and inform all staff how they will be involved.

  3. Interview a stratified random sample of the population (usually between 5% and 10%) drawn from all levels of the organisation. Greater numbers of directors and senior managers can be interviewed advantageously. Use carefully structured interviews to elicit critical issues.

  4. Based on the interview results, construct a questionnaire which is statistically sound and follows correct psychological design principles.

  5. Analyse the results using sophisticated statistical techniques such as factor analysis and prepare a full written report of the findings together with recommendations for future action.

  6. Carefully give feedback to all staff members usually through a series of group discussions based around working groups with the manager, HR representative and a facilitator from West Associates.

Try our web-based employee survey tool!
Download a pdf. file with example survey results