Suffering Surveys
I thought my client had stopped breathing. We were going over elements of a large-scale survey he wanted Silicon Strategies Marketing to do for them. The mechanics were fine, the methodology was agreeable, and the timelines were A-OK. But when the cost to incentivize respondents was presented, I momentarily mistook his slacked jaw expression as a sign of a cerebral stroke. He quickly reached into his desk draw, took a slug from a flask, then asked if the incentive amount was a typographical error. The benefit behind primary research is that it delivers precise answers about your market. Surveying remains the best way to build quantified business cases and MRD‘s. However, surveying on the cheap produces unreliable results, and surveying in some ways is getting more expensive by the minute. The basic problem is that unless the subject matter of a survey really excites people, they would rather not invest … Continue reading →