For decades we wondered why survey results were
somewhat hidden criteria. We scratched our heads wondering why the obvious issues weren’t
addressed. Why employ consultants to be the middle man, wouldn’t a standard
form with the right questions be quicker, accurate, cost effective and worthy?
If some glaring issues needed to be resolved surely management could correct
the situation.
Being naïve was the first mistake when we bought
into the purpose of the survey.
The truth is surveys are a tool to gage how
effective the organizations marketing campaign is perceived. Identifying what
works and what needs tweaked. Surveys aren’t designed to identify your likes or
dislikes. They don’t value your opinion, care about you or your needs.
It’s about perception and persuasion and buying
into a story. It’s never been about fair,
right or wrong.
The questions are skewed based on the marketing agenda. The
consulting firm can offer suggestions on how to improve the organizational
message. After implementation this ensures the same consultant group is brought
back to follow-up with the next survey. Chances are improvement will be part of
the results, once again ensuring the effectiveness of the organization and
the consulting firm.
If the consultants can show desired output it’s a win-win
situation for everybody.
Well not quite everybody.
When organizations settle for the outcome
addressed on a typical roadside billboard, newspaper advertisement or media
commercials the real story is never conveyed.
This is the reason most people forego Internet online
marketing surveys- it provides no usefulness to the individuals needs.
Besides, we already know it’s a waste of time.
Until
We Meet Again,
Jim Carver
Jim Carver
Author: The Legacy of David A. Wells- The Lexington High School
“Band of Gold”
Something Meaningful that Matters!
www.successthroughmusic.com
Something Meaningful that Matters!
www.successthroughmusic.com
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