Unfortunately, half a century later, little seems to have changed. Not only is the way in which research results are used questionable. The way in which 'measurement' is done is often cringe-worthy. As a result, many research investments do provide 'information', but very little useful insight into the experience of customers. Let alone that they inspire sensible follow-up steps (such as smart adjustment of product, service, policy, marketing or communication strategy).
Consumers/citizens are presented with an impressive amount of nonsensical research on an annual basis. The disturbing thing is that renowned research agencies and institutions are also guilty of it. The same applies to research as to a creative briefing: garbage in, garbage out . My word: there's a lot of garbage out there .
Recently I was invited by the Municipality of Amsterdam (Research & Statistics Department) to “give my opinion about my neighborhood”. Like most residents, I was immediately looking forward to it. Imagine my surprise: no questions were devoted to the most notorious neighborhood problems (litter, traffic jams, Airbnb, Nutella shops). I was allowed to say whether I would like to talk to a housing coach (?), whether I knew the phenomenon of a 'neighborhood restaurant' home furniture equipment stores email list and whether I knew on which days I am allowed to put the garbage outside. There was very little room for my 'opinion'.
What you don't ask for, you won't hear
The research approach of the Municipality of Amsterdam is comparable to a doctor who says to a patient with pneumonia: "Do you have painful feet, no? There is nothing wrong with you, ma'am". What you don't ask, you don't hear - it sounds almost Cruijffian .
The most hilarious thing was that participation in the survey was not limited to residents. Anyone with the postcode could pretend to be a resident and participate. Even parties with an interest in a 'nothing wrong, most residents are very happy' conclusion (such as the notorious beer bike operators).
Do you want to know what your customers find important, or do you want to confirm your self-image?
This weekend it happened again. I was presented with a survey about my most beloved theatre festival. Even for me as a hardcore fan, the questions (such as about 20 image aspects of “the festival as a whole”) proved to be a challenge. For example, I was asked whether I found the image aspects 'amazing', 'lavish' and 'moving' applicable to the festival as a whole. Well. Despite my love for the festival, I had never thought about the aforementioned 'image aspects'. Let alone that they have any influence on my visit to and/or love for the festival.