Ignoring Results of Consumer Research
Many companies use surveys to measure objectives like employee behaviors or brand perceptions. But the data collected is often ignored. So why collect the data if it is not going to be used correctly?
Greg Stuart, former CEO of the Interactive Advertising Bureau, stated, “Marketers generally distrust research and data.”
The same can be said for retail managers and owners. Data is gathered and then sometimes skewed to suit the manager’s notion of ‘what’s really going on’ in the store. One of the reasons for distrust stems from the belief that consumers often don’t tell the truth, or at least contradict themselves, in surveys.
Bob Barocci, CEO of the Advertising Research Federation, offers this explanation. “There is a general belief that over 50 percent of the research done at companies is wasted. Often all we do is present numbers. We don’t present insights.”
David Rich, President of mystery shopping company ICC Decision Services, agrees, “Data doesn’t lie. Customer surveys measure what customers really think and feel about a company. Customer feedback determines if customer needs are being met. All-inclusive customer service assessments that include mystery shopping and customer surveys should offer data that largely reflects and supports the findings of the other. If a manager consistently dispute or ignores the findings, reevaluate your specific program, examining the data to ensure the criterion for measurement is appropriately capturing the results you desire, then use the truths of that data to meet customer expectations.”