My Professional Opinion: It’s Crap.
No, I didn’t say this but I well could have. This was Holly Buchanan’s response when asked her opinion of a company’s online survey. She (and Michele Miller) dissect traditional marketing research methods in their cool book, The Soccer Mom Myth.
The crappy online survey was one by a financial/investment services firm that found the vast majority of visitors classified themselves as value investors. My highly professional and articulate comment: Uh-Huh. As Holly writes,
OF COURSE visitors filling out the online survey were going to say they were disciplined value investors. OF COURSE they think of themselves as smart long-term planners happy with steady growth. Who’s going to willingly raise their hand and say “Not me - I chase every high flying stock opportunity with the wild abandon of a giddy schoolgirl in hope of bagging the next triple digit winner.
People Misspeak Lie (to you and themselves.) Sure, you want to talk to your customers and ask them questions. But, people like to look good. We all want to think we’re smart, savvy and can never get suckered.
They’ll also tell you what they think you want to hear - after all, you’re standing there with those big puppy dog eyes practically begging them to like your company. Then, they’ll go buy elsewhere.
I share Holly and Michele’s low opinion of focus groups as well. You try getting solid results from throwing a group of strangers together in a stuffy room under bright lights. Paid participation - big whoop. Whoopee! Free Food! These aren’t lab rats. Back in my big Corporate days, I did focus groups (both in the room and behind that mirror) and it’s a highly artificial, uncomfortable environment.
Out in the real world, the very same people in a survey or group will do very different things.
And, smart people do stupid things ALL the time. (Even if they’re NOT CEOs, governors, mayors, political candidates, or presidential appointees…)
Tags: focus groups market research, online surveys, marketing troubleshooting, The Soccer Mom Myth
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