Don’t Bother, Braun
Today, I am proud to carry on the lively tradition of eviscerating… I mean, learning valuable lessons from other folk’s attempts at research. I will be examining a Braun-fielded poll that appeared on my Facebook page. (Recent notable additions to the oeuvre include Jared Spool’s 19 Lessons from United Airlines on How To Build a Crappy Survey and Steve’s imagined reaction to a Netflix survey, Effective Concept Testing: Getting the Answers You Want to Hear!)
OK, here it is:
I have a few questions.
1) Who? The pollsters don’t seem to care that I am neither a fan nor a consumer of Braun shavers specifically, or of electric shavers in general. They’ve got the audience all wrong. To respond would merely be to sabotoge their data-set in response to the absurdity. Which of course I wouldn’t dream of doing!
2) What is the purpose of this (Part I)? What is the marketing or social media team going to do with this information? What is the business question behind this? Knowing, as they must, that the data will be terribly corrupted, they can’t possibly believe that they’re actually getting useful information. So maybe it’s just one of these crazy social media ploys that appears to be important research but is really a bit of marketing designed at the level of a made-you-look joke?
3) What is the purpose of this (Part II)? If they just want me to look, then what did they want me to think upon having seen this survey/ad/poll? Is is supposed to intrigue me into thinking, “GOSH now I do wonder how new and different Braun shavers actually are! Let me look into that and then get back to them on this relevant question.” (If so, where’s the link?) Or is it, “Wow – Braun makes electric shavers!” Or is it merely an unconscious, Pavlovian Braaaaauuuuunn they’re trying to get? “Oh yeah, Braun is a brand. I need a shave.” Or do they really just want me to answer their ridiculous question?
4) Can it make sense, please? Don’t ask me to compare Braun, a brand responsible for a wide variety of consumer products, to the more specific but still questionable category of “other electric shavers.” I can’t compare things that are not comparable.
5) “New and Different?” Really? New and different are not necessarily positives, especially as those attributes relate to whirring blades that come into contact with your body parts. Is this the most important consumer response that the marketing team is really hoping to understand, if, in fact, they are hoping to understand anything at all?
Even though I’ve no doubt that this is an insignifiant throw-away in the overall universe of Braun marketing, it definitely made an impression. If you’re going to bother to ask people questions, know who you’re asking and make it seem, even just a little bit, like the whole exercise matters to you.
We’ve learned quite a bit from other people’s surveys many times before:
Bad Survey Design. Please Stop!
Son of Survey
Son of Survey Madness
Thank You For Voting
The Space Between Yes and No
Does Calling it a Report Card Make it Not a Survey?