Lucky me – I was “chosen” to represent people who purchased a new car and asked by MaritzCX to complete a consumer survey that will help manufacturer decision-making for future models. The problem is that this form is more like an inquisition than a survey.

The booklet is 10-pages long. It contains 66 distinct questions, which understates the number of queries actually being asked. One question literally fills a page in a teeny-tiny font (see photo) – asking for a 5-point rating on 76 different items. Another question has 68 different parts and many are disguised as part a, b, c although they are really distinct.

I like doing surveys and value market research, but this one is over the top. For my time – which would be considerable if I gave it any thought – I receive nothing, except to be entered into a drawing for $10,000, which is the same as nothing.

If you truly value the opinion of those you are asking, you need to demonstrate it in your survey design. Court the person whose input you seek and share the importance of their input. Make your time demand reasonable. Provide some compensation or acknowledgment of the time investment. Prioritize your questions instead of asking literally hundreds as this survey did.

Otherwise, “Survey Says”: Into the recycle bin it goes.

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