
I’m a freelance writer, therefore my rent is paid from many sources. As a side hustle, I’ve been doing some temp work for a market research company. My conclusions as follows:
-People act on incentives. When you phone someone and ask them to participate in a 25 minute survey about something that relates to them only tangentially, if at all, there is no incentive. In fact, there is a dis-incentive (read on).
-Time can’t be bought, therefore it’s extremely valuable. Modern technology has made us all staggeringly efficient, but it’s also made us exponentially more busy. Expectations are higher on everyone. Spending 25 minutes talking about something uninteresting for no reward means 25 minutes you can’t spend creating, catching up, or resting your data-weary brain.
-The stakes are low, nonexistent really. The only people that have a vested interest in a survey being completed properly is the company that commissioned it. Neither the surveyor or the surveyee really care about the end-game. The people who care aren’t involved in the actual transaction, so how can it be successful?
-Scripts aren’t sexy. The only time people willingly deal with customer service representatives, call centres, or wordy and repetitive pieces of verbiage is when they absolutely have to: calling the bank, reconnecting to the internet, changing a flight. These negative associations are the reason why the phrase “international market research study” makes people shudder.
-The phone is too personal. Cold-calling someone on their cell phone is regarded as a grotesque invasion of privacy these days. When you do that, you’ve already done wrong in their eyes. Send them an email, offer even a small incentive (a coupon, a voucher), and present it to them in a setting where they don’t feel you’re overstepping your bounds. You can employ less people like me and likely get more respondents.
I can only imagine that the people who design and assemble these surveys for multi-national companies are paid large sums of money and have multiple graduate degrees in statistics, research, and business. How have gotten this far in life and not grasped the basic tenets outlined above?
All I have is a bachelors degree, a basic understanding of incentives, and a grasp on how language can help or hinder a cause. Maybe they should hire me to rewrite their survey instead of paying me a nominal hourly fee to call people who want to hang up on me.