It appears to be the silly season once again. I'm getting message after message offering me the results of companies' surveys. It is clear that the PR folks are hoping that I'll comment on these surveys and help the sponsor make its point. Unfortunately, most of these surveys were not constructed or executed very well. In the end, the sponsor looks silly and takes a big hit on its reputation.
Here are some recent examples:
I could review a long list of recent vendor sponsored surveys that have been presented to me, all of which were deeply flawed and clearly misleading. Most of these companies were somewhat successful even though the studies they were flogging were not reliable or useful if the goal is understanding market opinions and behavior. Their studies were mentioned in the media somewhere.
Rather than rushing to believe the results of these studies, it would be very wise to better understand what questions were being asked in the survey, how those questions were being asked, and who was selected to be asked before we use the results of those surveys as the foundation of our own decisions.