Published on May 20, 2011 by Mike Brown in Brainzooming - All Posts, Humor, Market Research, Offered Without Comment
Okay, that’s the second misleading headline this week, but I wanted to get the attention of all my market research friends in case you all didn’t see this Dilbert comic strip from this past Sunday!
Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.
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Dilbert nailed it with this one. Now that surveys are everywhere, the checkout counter, random visits to web sites, available via easy to use software, inexpensive or expensive etc — finding value that has meaning and a payback has become more of a challenge.
Not to mention value for the customer offering the information.
I think businesses need to keep a couple of things in mind when putting these surveys together:
*We consumers are not, in fact, just dying to fill out their surveys; we usually do it as a courtesy.
*Since we’re doing them a favor by filling out the survey, they ought to do us a favor by being respectful of our time. Any more than a handful of questions and you’re asking too much of me volunteering my time for you.
A little give and take to help out someone out is great – just remember that most consumers don’t have the same vested interest in the business or the results. A little self-restraint and careful selection of the most critical information can go a long way when creating a survey.
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