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A Method to the Madness: Weird Survey Techniques that Work

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This week we're counting down the Top 5 posts published to Voice of Vovici in 2010. At #4 is this post originally published October 26.

The fine folks at Research magazine have compiled a slideshow, “When surveys go weird.” Let’s face it – the day we in the market research industry stop making fun of surveys is the day the neuroscientists have won.

That said, there is a method to the madness for some of these techniques. Take this screenshot:

I like this approach. In fact, I advise clients doing surveys to access panels to do something similar. You can eliminate much dishonesty from respondents simply by prefacing a survey with a simple question asking them to be honest. (See Encouraging Honesty from Survey Respondents and Community Members for more.)

Sure, this question insults the intelligence of the respondent. But it is included to make sure that the respondent is actually reading and answering each question, rather than speeding through the survey to collect the spiffy incentive. Yes, survey incentives corrupt, and absolutely great survey incentives corrupt like Absolut.

This is what happens when the legal department gets involved, unfortunately. This is tedious but fair to the respondent, as it sets expectations appropriately. What you need to do for MROCs is even worse: you may have to subject them to eight points of legalese about how your client owns any ideas they submit. (See Idea Ownership in Research Communities.)

Unfortunately, many of the other examples from Research demonstrate madness to the method: indeed, three screen shots show surveys that don’t look as intended—an important reminder to test, re-test and test your survey again. And some of the other examples are just good for a laugh. Check them all out at When surveys go weird.