Don’t Try to Be Pew Research
Thought leadership research serves you and your audience. It doesn’t need to serve everyone.
It’s tempting to want to connect an individual’s responses to their email or other data you have, but there are good reasons not to — and a better way to get their permission to reach out to them.
Every researcher I know has gotten this question or comment at some point: “Steve Jobs said research isn’t helpful because people don’t know what they want.” Actually, what Steve said in an interview in 1998 was: “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want…
There are a lot of things you can do to make sure that your research respondents have a great experience and you’re not throwing roadblocks in their way.
Often my clients are worried that a few “rogue actors” who are unhappy with the company’s service or simply racing through the survey to get to the incentive are going to torpedo the reliability of the research results. Can this actually happen? You bet! Can you avoid that happening to your data? You bet!…
There are pros and cons for both choices, and you may want to use different approaches for different respondent groups.
In this video I share one of my favorite resources for people who are building, reviewing or interpreting survey research – a little book by Amy Pettit called “People Aren’t Robots”.