All posts tagged: tool


Survey’s won’t tell you everything

Whenever managers face a soft issue, there’s a tendency to think that a survey can help by showing what others think on a specific topic. Whether it is a new product idea, the results of a marketing campaign, a change management issue, or simply an aid into understanding a business issue, surveys are often meant to support the decision making process by providing factual evidences. Or at least that’s the idea behind it. Of course, a well crafted survey will be able to capture what respondents think of every question you pose… But here’s the point: what about the questions you didn’t pose? Surveys can never tell you what you have never thought to ask. And, odd enough, what you have never thought to as may hide what you really need for your business. As such, surveys are perfect (and expensive) tools for validating your own thoughts. But they will never get really new ideas or real business solutions. That is why very often survey results carry even more questions than answers: a typical example …