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    checkout to the freshness and selection of meat and fish. Plus, there are spaces, tiny lines at that, for recording comme
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    My company conducts surveys on behalf of customers, but personally and professionally, I think they suck!

    Don’t get me wrong. Wanting to get your customers’ opinions is a good thing.

    I just don’t think surveys get at people’s opinions efficiently or effectively, and there are better means at our disposal.

    For example, last night at the checkout counter at the supermarket I picked up a survey. It has a listing of eleven items, ranging from the speed and accuracy of the checkout to the freshness and selection of meat and fish. Plus, there are spaces, tiny lines at that, for recording commen

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    me wrong. Wanting to get your customers’ opinions is a good thing.

    I just don’t think surveys get at people’s opinions efficiently or effectively, and there are better means at our disposal.

    For example, last night at the checkout counter at the supermarket I picked up a survey. It has a listing of eleven items, ranging from the speed and accuracy of the checkout to the freshness and selection of meat and fish. Plus, there are spaces, tiny lines at that, for recording comme

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    For example, last night at the checkout counter at the supermarket I picked up a survey. It has a listing of eleven items, ranging from the speed and accuracy of the checkout to the freshness and selection of meat and fish. Plus, there are spaces, tiny lines at that, for recording comme

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    unter at the supermarket I picked up a survey. It has a listing of eleven items, ranging from the speed and accuracy of the checkout to the freshness and selection of meat and fish. Plus, there are spaces, tiny lines at that, for recording comme
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    checkout to the freshness and selection of meat and fish. Plus, there are spaces, tiny lines at that, for recording comments and suggestions.

    It’s a lot to cram onto a 4 by 7 pre-stamped card.

    Anyway, here are just five of my concerns about a survey of this type:

    (1) Only a fraction of shoppers will see it in its plastic bin, pick it up, and take it with them. So, the response won’t be representative of shoppers at large, because many just won’t see it or know what it is. One card should be placed in the hand of every shopper, or in her shopping bag.

    (2) By asking that the form be

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