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Are Customer Surveys a Waste of Time?

July 26th, 2005 by Bob Bly

It sounds like a good idea: survey customers to find out what they want, and then let their answers shape your product development and marketing.

But in reality, it?s often a bust.

A case in point: according to an article in BusinessWeek (8/1/05, p. 38), in 2002 the Gap began an intensive program of focus groups, surveys, and other market research.

But in the fiscal quarter ending 4/30/05, sales fell 4% ? and analysts expect them to drop another 2% for the quarter ending on 7/30/05.

The reason: eight former employees and two analysts say the Gap ?has shifted too far toward research and away from the instinct and emotion favored by many successful clothing merchandisers.?

My question is: how much time and money do YOU spend on customer surveys and other market research? And how strongly do the answers influence your product development and marketing?

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This entry was posted on Tuesday, July 26th, 2005 at 1:22 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

260 responses about “Are Customer Surveys a Waste of Time?”

  1. Julie said:

    Hi Bob,
    In my experience (10+ years in DM publishing)customer surveys can be very misleading. Recipients tend to give answers they link you want to hear. Case in point … a previous employer spent over 100k developing a product that customer survey respondents said they would purchase. At the end of the day … they didn’t purchase and the company lost a bundle.

    My advice … treat survey responses as minor guage of interest … tread lightly and test, test, test!

  2. Steve Slaunwhite said:

    Here’s a scary story. A few years ago an insurance company hired me to create a direct mail package.

    When the design and copy were completed to draft form, my client had a brilliant idea. “Let’s show this to a focus group of potential customers.”

    Nothing I said could dissuade him.

    Based on feedback from the group — which included eliminating all references to the word FREE (“Too trite”, they said) — my client made sweeping changes to the package.

    The package was mailed. And it flopped.

    What went wrong? Not the focus group, according to my client. “The focus group can’t be wrong,” he asserts. “After all, they’re the customers!”

  3. Peter said:

    Yeah, a lot of the time customers really don’t know what they want. Aside from prosumers (who may very well be engineers or designers in another field) the masses simply clamor about waiting for the next best thing. Not exactly the best group of folks to ask, eh? This kind of thing permeates game design discussion quite frequently. Everyone wants to predict what the next blockbuster title will be – based on current trends, (genre, setting, etc) when in reality you could spend millions of dollars on focus groups of current title enthusiasts and come up with an ultra-generic flop.

  4. Michael Vanderdonk said:

    At the moment I’m spending about 20% of my time on one particular survey, but this is a special case as I’m asking _everyone_ not just my customers. Normally I’m not asking specific questions like ‘would you buy this product’ because, as has been stated, most people will say yes, until you ask for the order…

    I’m asking questions like what causes you the most problems? What is the biggest problem in your business at the moment? How would you like to see this problem fixed? Yes they are generic questions, but they get me awareness of exactly where I can or can’t assist customers.

    When it comes to developing and testing the final product, that’s done ‘live’. I run the product on a test group to discover where the product can be improved or changed, then run DM, sales and pricing tests to find best fit.

    Enjoy,
    Michael.

  5. Bob McCarthy said:

    Don’t dismiss surveys out of hand. It depends on how you use them. Sure, if you ask people for their opinions, then all you get are opinions.

    I prefer to use surveys to collect detailed information about customers and prospects. I ask qualifying questions – the same type of questions a sales person would ask when qualifying over the phone or in person.

    I use surveys to generate leads with prospects, identify cross-selling opportunities with current customers and reactivate lapsed customers. If clients want to use the data as market research too, they can – but that’s not our primary objective.

    As a direct marketer, I see the survey as the ultimate involvement device. Unlike letters and other mailers that are scanned quickly by the reader, a survey has to be read slowly and carefully.

    I use surveys all the time for my clients – with terrific results that contribute directly to the sales process.

    Bob McCarthy

    The Direct Response Coach

  6. John said:

    Listening to your customers is important… period. What I’m hearing from some of these comments is that people believe their customers are liars.

    The first step is to LISTEN to your customers. I’d argue that surveys are a great way to do that. Focus groups are a billion times more likely to lead the customer to an answer they think you want to hear.

    But the second step, and this is important, is to actually IMPLEMENT the lessons you learn.

  7. Gordon said:

    The 2 main problems I’ve seen with surveys are:
    1. Upper management tries to get answers that they want to hear. Which leads to:
    2. Poorly written questions.

    Case in Point: When I worked for HP I created a survey to test the customer response to our service manuals. Upper management wanted to include the question “Are you satisfied with (this section) of the manual?” Reason they wanted to know this: so they could go to *their* managers and say “See! Our customers are satisified!”.

    I disagreed and insisted on asking two more questions: (1) “Is (this section) important to you?” and (2) “Are your needs being met?”. The results were astounding. A lot of customers were “satisfied”, but their needs weren’t being met in a lot of important areas. Based on that we were able to create some real changes.

    Lesson learned: Customers may say they’re “satisfied”, but what’s really important is finding out where their needs are not being met.

    GP

  8. Justin Hitt said:

    With my business-to-business clients I’ve had success with surveys asking customers to describe the results they want to achieve, or to ask the questions they want answered.

    Picking top results and questions from a list on a very simple survey works well too, but beyond that get very mixed results from surveys.

    I’ve had results with customer service surveys limited to a few questions on a single page, usually faxed back or presented on the web.

    What you ask and what you’ll do with the information collected is important too. It’s good to solicit feedback from prospects and customers whenever possible, but you need well designed questions. (Which is probably a whole post in itself.)

    Sincerely,

    Justin Hitt
    Strategic Relations Consultant
    +1 (757) 282-7779

  9. Marc Stockman said:

    Just like with any other marketing tool, surveys can be used correctly or incorrectly.

    I would never give a blanket statement saying surveys are always good or bad because it depends on a variety factors including a) skill of the survey designer, b) purpose of the survey, c) skill of the survey analyzer, d) how the survey analysis is used and more.

    In my experience, and as some have mentioned in this thread, surveys are a great tool to identify interest in a variety product ideas as to help actually create the content of the product. I’ve also had success asking deep emotional questions to get a 360 degree psychological view — awareness, emotions, imagery, jargon used, belief systems, common complaints, common desires, objections, etc. You’ll be shocked at what they’ll tell you if you ask. This is then used as additional fuel to HELP with writing copy…but not to be relied on completely.

    You can’t rely on the survey only — you have to use intuition, gut, competitive research, market research, dry testing, etc. to confirm what you find in your surveys.

    Price testing in surveys is difficult for the reasons other people have listed; likewise, although I’ve personally never done them, getting focus group feedback on direct mail packages seems to be ineffective because you’d have to have a focus group of 1,000 people just to get 10 people who might seriously buy. Sure, you could try to pull in only “potential buyers”, but that process itself has many problems.

    Bottom line, I suggest using surveys as another weapon to add to your intelligence arsenal. Solely relying on it is probably foolish, but completely ignoring what your customers tell you is probably equally as foolish.

    Life is full of shades of gray even though we always like to think in absolutes to make things simpler — that’s a hard lesson I’ve had to learn over the years…one I am still learning, in fact.

  10. Adam S. said:

    Yeah, I can’t help feeling that this question is ill-posed. Many surveys fail because many surveys are poorly written. Comment #1 is a case in point: asking people whether they will purchase is probably a waste of time. Tools like conjoint analysis are more appropriate for pricing studies.

    And comment #2 is another case in point: don’t ask focus groups to write copy for you. Instead, do some testing and analysis of the campaign.

    But surveys, particularly in this age of internet, can be quite useful and easy tools for getting quick feedback. Perhaps the fashion industry needs to rely more on guy, but in my business (tech), the customer’s opinion is all too often ignored.

  11. Jonathan said:

    Everyone is talking about the companies, but don’t forget about the survey takers. I personally have filled out 400hours worth of surveys, and have only recieved 2$. After that much time, and i’m sure there are many others’ you tend to give botched results, and yes i even participated in the gap survey’s. I tried to answer honestly, but most of the questions were just repetitive option boxes, placing them against their competitors. I believe greenfield online did them. You also tend to get the same survey multiple times so they can fill their quotas. Most survey companies don’t pay anything but give you about the same chance as getting struck by lightning than getting a prize/cash from them. You wan’t the best results, make sure you the survey takers get paid, even a small amout like 2$ will make 100% better results, and chose a few for online focus groups, chat rooms, direct response to another individual will get you better results than a piece of binary paper will. Last, leave you question’s open ended. Never force someone into answering the question the way you want them too, and give them plenty of whitespace to verify why they chose that answer if they wan’t too. I think up there I read someone talking about customers being satisfied, then giving you different results when asking why. oop, there goes my email, probably another survey that pay’s nothing. But just the chance I’ll fill it out anyway.

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  231. rockybhai said:

    If you have recently visited a Dairy Queen restaurant, a DQ search code will be visible on your receipt. Using this code will enable you to receive a free Dilly Bar coupon. Visit here DQFanFeedback.com

  232. basilbenton954 said:

    Your input via the MyKFCExperience survey is extremely valuable to us as KFC is dedicated to offering premium food and first-rate service. Visit here MyKFCExperience

  233. bheembenton10 said:

    The TellPopeyes Survey is a customer feedback program run by http://www.tellpopeyes.com that aims to assist eateries better understand their patrons’ eating experiences and provide them with ever-better service. Visit here TellPopeyes

  234. jamesnorris6771 said:

    We would want to hear your thoughts about your most recent visit, so please fill out the Guest Obsessed Survey. Guestobsessed

  235. saimborden143 said:

    Wawa customer satisfaction survey available on Mywawavisit Depending on where you reside, the gift cards might be worth $100 to $500. Visit Here MyWawaVisit

  236. dinofischer08 said:

    By participating in the survey, you contribute to Dairy Queen®’s efforts to enhance its customer service, food quality, and overall dining experience. DQFanSurvey

  237. charliejohn said:

    in order to help them improve, sobeys.com/mysobeys, the store needs to undergo a reasonable inspection along with impartial audits and consumer evaluations.
    Visit here Sobeys.com/Mysobeys survey

  238. njake7538 said:

    I found exactly what I needed at Kohl’s. The store layout was easy to navigate, and checkout was quick. However, I wish there were more staff available in the fitting room area.

  239. maximhardy95 said:

    A few simple questions concerning your most recent Taco John visit are asked in the survey. In your response, draw from your expertise and experience.
    Visit here Telltacojohns.com Survey

  240. jotahardy1 said:

    Customers can share ideas, express their opinions, and identify areas where the chain could improve by using the Pick ‘n Save Feedback Survey. https://picknsavecomfeedback.autos/

  241. stephenburrell06 said:

    They currently operate 69 eateries in three different nations. The restaurant has started an online survey to improve their patrons’ experience even further. Tellslimchickens smg.com

  242. horlysaim14 said:

    Utilizing these comments helps them enhance the entire customer experience as well as their offerings. Talktoapplebees

  243. frankssteve817 said:

    Whether you plan to stock up on groceries for the month, splurge on specialty items, or try out new products, the gift card provides ample opportunity to explore everything the store has to offer. TalkToStopAndShop

  244. diannemesser525 said:

    For every purchase made in any of the organizer’s linked businesses, the participant is required to save his receipt. The next step is for him to visit OpinionsJeanCoutu.com and complete the survey by following the directions. Opinionsjeancoutu.com

  245. andy11 said:

    Regular Kroger shoppers, in particular, stand to gain the most from these fuel point rewards. KrogerFeedback

  246. charlesmontoya said:

    Primark is one such example. They are now offering a £1,500 weekly prize pool to respondents of the TellPrimark survey, which can be found at TellPrimark.co.uk. McDFoodForThoughts

  247. kelvingroot43 said:

    The Lowe’s Survey gauges how satisfied customers are with the store’s shopping experience, prices, product quality, and employee conduct. Visit Here Lowes.Com/Survey

  248. scottgomes said:

    Employees of Jack in the Box and their close families are also not permitted to take part. To start, make sure you have the 14-digit survey code from your receipt. Visit here JackListens

  249. gergerman said:

    The food courts of sizable shopping malls were the only places where Panda Express eateries were initially found. Nevertheless, because of the tremendous demand, Panda now has sites that stand alone. Visit here Pandaguestexperience Survey

  250. robertnorman said:

    It is open for respondents to the tellculver.com survey to voice any thoughts they may have about the store. Tellculvers

  251. simonwalsh said:

    You must present a legitimate Kohl’s gift card in order to purchase an expensive camera. You have 30 days from the date of purchase to return photoelectric parts with the appropriate papers and license. Visit here KohlsFeedback.com

  252. josecollins said:

    French fries, tacos, tostadas, and cheeseburgers are just too good to pass up. With 547 sites, Del Taco is now a well-known fast food chain in the United States. Myopinion.deltaco.com

  253. darringarcia said:

    Both the participants and the shops who provide them benefit. Consumers get money to spend on their next shopping trip, while retailers get the information they need. Visit here Publixsurvey Survey

  254. jesseyconway said:

    The American retailer Lowe’s Companies Inc., usually referred to as just Lowe’s, specializes in home renovation. Established in 1921 in North Carolina, Lowe’s has locations in the US, Canada, and Mexico. Visit here http://www.lowes.com/survey

  255. peterking said:

    In the United States, Sonic Drive-In is the only fast-food business with the greatest number of franchises that are independently owned and operated. Oklahoma City is home to the business’s main office. Visit here TalktoSonic survey

  256. tonyhurd said:

    The survey is designed to determine consumer interest in new goods and services and is available at waitrosehaveyoursay. Visit Here Waitrosehaveyoursay.com

  257. salarbuttler said:

    You will have the opportunity to win a $50 Wingstop rewards card after finishing the Wingstop guest satisfaction survey. You can enter your gift into a sweepstakes to win more rewards. Visit here Mywingstopsurvey survey

  258. danielmoye said:

    Just a few minutes to fill out the survey could get you some delicious prizes! Whole Foods is giving you exclusive rewards for simply providing feedback. Visit here http://www.WFM.com/Feedback

  259. ralphrendom said:

    You can assist Belk in making significant improvements that improve the shopping experience by contributing your ideas. Visit here Belksurvey.com

  260. debrayork said:

    To remain famous, however, you must pay attention to those who walk in their shoes—you! For this reason, the MyConverseVisit survey is important.
    Visit here MyConverseVisit Survey

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