Too Many Choices

If you unclear about what you believe then you need to offer more choices.  One of the brilliant parts of Facebook is that you can ‘like’ something or comment.  There is no dislike, maybe like, perhaps, somewhat, neither buttons.  You post your thoughts and friends and fans can support your sentiment or not.  

Are you clear about what you believe?  Perhaps one way to test this is to run a brief poll.  Ask for responses.  Can you accept like and dislike as the only two answers?  If you need a five point scale to measure your impact, perhaps you have not been clear about your cause.  One colleague put it this way, a question that requires a range of satisfaction should really say, ‘I agree and I am a fan’ and then all the other possible answers should say, ‘I do not agree but I am this polite/diplomatic.’

Your Experience or Mine

I just received an email from our local car dealership imploring me to complete an online survey from the national auto manufacture and give the highest scores for my service experience.  I received a follow-up call asking what scores I might give on the survey.  All this energy being invested in coaching me to award the highest scores because this is the metric that the auto dealership is assessed.

How about taking the same resources and energy to enhance my experience?  The Four Seasons Hotel does not call me asking how I might complete their surveys, they just offer the best experience and let their actions serve as their calling card.  What are you measuring and how?  Is it in the best interest of your customers?

The Order of the Questions

Interview of Scott Huffmon and Julian Zelizer on Radio Times WHYY this morning talking about polling results and the mid-term political elections. One of the interesting comments was the reference to the order of the questions asked when you conduct a survey. Scott Huffmon explained the following historical experiment.

A 1948 survey conducted by Hyman and Sheatsley in 1948 asked two questions in a specific order and then reversed the order for the other half of those surveyed. The results of the survey found that 30% gave a postive response to the question, “should a Communist reporter should be admitted to the United States.” But when the first questions was,”should an American reporter should be admitted to Russia” and then was followed by “should a Communist reporter should be admitted to the United States.” The number of people who were favorable to the Communist reporter being admitted to the United States raised to over 70%. Clearly the order of the questions dramatically changes the results.

Are you asking the right questions for your organization/cause? Do you have them in the right order? Could you alter your case for support by amending the questions you ask your supporters?

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