Marketing without any market research is like driving with your eyes closed.
Sure – you could do it. But I don’t advise it.
I’ve heard it all when it comes to myths about market research. Honestly, mostly from people who have a vested interest in different methods they think don’t align with survey research.
So, I’m here to correct the record on these survey myths:
Myth #1: Survey data isn’t accurate.
Data is accurate, as long as you design your research right, and as long as you clean your data by doing things like removing outliers.
Myth #2: Survey respondents will only tell you what you want to hear.
How does a respondent know what you want to hear? They don’t know unless you tell them! So make sure you aren’t leading them in your questions. And in terms of being overly positive, respondents definitely don’t hold back. Trust me. I’ve seen some harsh (and sometimes hilarious) criticism!
Myth #3: Survey respondents will lie.
Respondents don’t lie. If you’re asking something like how often they do something, like grocery shopping, what’s the point of lying? It’s harder to lie than it is to just be honest! People want to tell you about their real experience. We all want to be seen and understood.
Myth #4: Survey data won’t help you make a decision.
This is about the design, as long as the questions are tied to actions you want to take, your data will help you gain insight into your business challenges – and provide a path forward, at least to try and test.
Myth #5: No one will respond to your survey.
There are agencies that are dedicated to finding respondents, and if your survey is designed right you won’t have people dropping off only a few questions in! There are also other ways to motivate and find respondents, so decide your budget and offer 2-3 prizes like gift cards, or a free product or service.
The truth is that sometimes the ONLY thing that’s going to get you the information you need is a quantitative survey. Don’t be fooled by the misinformation out there!