• LinkedIn
  • YouTube
  • Twitter
  • Facebook
  • Google+

Are customer surveys a waste of time?

Get PDF file

by on
in Business Management

It sounds like a good idea: survey customers to find out what they want, and then let their answers shape your product development and marketing.

But in reality, it’s often a bust.

A case in point: according to an article in BusinessWeek (8/1/05, p. 38), in 2002 the Gap began an intensive program of focus groups, surveys, and other market research.

But in the fiscal quarter ending April 30 of this year, sales fell 4 percent. Analysts expect them to drop another 2 percent for the quarter ending on July 30, 2005.

The reason: eight former employees and two analysts say the Gap “has shifted too far toward research and away from the instinct and emotion favored by many successful clothing merchandisers.”

I see an insidious trend today, especially among traditional marketers turning toward direct marketing: they sincerely believe they can, through customer surveys, confirm that consumers will respond to the product, price, offer, headl...(register to read more)

To read the rest of this article you must first register with your email address.

Email Address:

Leave a Comment