Is hate too strong of a word to describe how I feel about surveys?
Generally there are two things (maybe three) wrong with most surveys:
- You can tell yourself lies with surveys. Questions can be written to give you just about any answer you want. Most people think they are good at asking survey questions and they are not.
- Most data collected in a survey will never actually benefit the person answering the survey questions. "you want me to spend 7 minutes of my LIFE on this stupid project to help YOU?"
- Well...#3 is probably the same as #2....but the data is going to be wasted and not change my life one bit.
The following is a perfect example:
The following shows up in my inbox today. Unsolicited I might add. Check out the top. Somehow they are smart enough to send me the English version I guess.
So I suppose it's nice that Dave the COO of Sofitel and I are on a first name basis, but as he makes this pitch where is the benefit to me? And hey Dave: If we are so tight, how come I'M NOT ALLOWED TO REPLY! Moron. I guess you don't want direct feedback. Just the filtered kind some research company sold you.
The reality is that they do a few things right with this email. They recognize me and the date of my stay. They do permit me to unsubscribe. But why would anyone take the time to fill this out?
Of course I hate useless surveys enough to click the link anyway....hoping to make a lession out of this. :-)
The following are a few of the questions and some thoughts on each...thoughts focused not on being an a--hole, but on showing missed opportunity.
Let me mention that the first page of the survey let's me know this is going to take anywhere from 4 to 7 minutes...why? What are they really after?
So here we are at a typical question. Honestly, Why are they putting me through all this? Look at the bar in the upper right letting me know how much further I've got to go. As general data this is garbage. Impeccably? So I gave them middle of the road scores here except for the Quietness of the Room. I wonder if I'll get a Quieter room next time??
So this one was great. Mind you I'm somewhere around 10 questions into this thing by now. Look at the names of resturants? I'm supposed to remember if the hotel lobby resturant was called La Fougasse or Chez Colette? I staggered off the elevator and walked in.
Oh another interesting thing to note: I WALKED IN DURING LUNCH! I guess they are not interested in any feedback regarding the midday meal. I Had a club sandwich with some kind of crazy homemade chips served in a weird cone thing. Remember it well....if anyone really cares.
Ok one more series...
These questions focus on The Competition. Ok, by now I'm many more questions in and probably coming up on the 7 minute wall. They want to know about the competion. How many nights do you travel on business? (over 100) How many nights do you travel for pleasure? (15).
Ok, Sofitel I should now be sending alarms off somewhere in your organization. Favorite hotel? (Westin) In a program? (SPG >250,000 beautiful platinum points)
The above page is just an exampleof the many competitive questions asked. I'm telling them specifically what I love and my preferences. What a marketing treasure trove. Surely providing all this personal data is going to drive them to make me some pretty compelling offer to switch to Sofitel? I doubt it.
I'll bet money I'll never hear from these people again. My plea for Jim Beam in the minibar will go unheard and another opportunity to use data driven email marketing to build a truely great relationship with a high value customer will be wasted.
Pity. I'll also be some company charged them north of $100 grand to set up this scientific survey.