It seems like Kristin has been there, done that; maybe still is. I’m still there & doing it.

Even before I started doing marketing research, I participated in surveys. I figured it helps businesses help us. But now after seeing the questions clients want me to ask, I can understand why some people refuse to participate. It’s not always the personal questions that are so bad.

Part of human nature is thinking some form of “OK, enough about you! Now what about me?”

I suggest thinking about what it’s like to be asked the questions. Some surveys are 15 minutes long & participants are ready to go longer. Other surveys are 5 minutes long & we get mid-terminates after 1-2 minutes. What’s the difference?

The subject matter is important to the participants. When we ask about their satisfaction level; what they think is important about an issue; what alternatives or improvements they’d like; etc., many people are glad to be able to express their thoughts (some are too eager).

Good conversationalists don’t just talk about themselves or only of what they‘re interested. It shouldn’t be any different in surveys respondents aren’t paid for.

It’s important for companies to know how effective their marketing is. I can understand why clients want to ask for people’s reactions to advertising (theirs & competitor’s). BUT most people want to avoid advertising, especially if they’re not interested in the products/services. Sometimes they’d be interested in the products/services, if the ads were interesting AND compelling.

Marketing messages should have a “YOU” focus, focusing on respondents. Why would anybody think marketing research should be any different?

Asking many questions about what people are trying to avoid is rude. Would you want to talk to an egocentric person whom only wanted to talk about what s/he likes & whom doesn’t seem to care what you want?

Try to avoid asking, “Why?’ or “What’s the reason for that?” This is especially true for spoken surveys. Some will feel defensive as if they or their judgment are being challenged. Example – “Which do you prefer A or B?” “What is it about B you like?”

This can even get you better, more useful answers like “It’s smoother & it’s easier to hold.”

If you ask, “Why did you pick B?” in the wrong tone of voice, it would sound like you consider the respondent to be a fool. Plus you may get answers like “It’s nice.” Try to quantify that!

If people know what the information will be used for & why it’s important TO THEM, they’re more apt to cooperate.

Whether you ask in a formal survey or as part of a transaction, you can say, “I’m asking because I can serve you better when I know the basis of your decision & how that became important to you.”

People have heard & read crap about how everything they say & do will be stored in computers & they’ll have no privacy. (Yeah, Right!) So, some won’t participate in any surveys.