Those Low Response Rates

Surveys are a double-edged sword. It is useful, irresistibly so, to be able to assert something that is supported by survey results. Most of us are enthralled by this sirens’ call – I certainly am! But at the same time, surveys are riddled with two kinds of distortions. These have various technical names but boil down to two simple things – accuracy and representativeness. First, in surveys we tend not to give “honest” responses. It[…]

Surveys: You’re doing it wrong

I have a confession to make. Despite two years of surveying thousands of respondents for our clients I still fire up Google in the hopes that it will one day tell me how to conduct surveys the right way. Now, this is mainly due to being overly ambitious: I would one day love to see a 100 percent response rate or a completely full raw dataset. In the meantime though, I’ll settle for actionable insights[…]