Comments
Ariella
7/26/2016 12:55:56 PM
User Rank Author
Re: So Vodafone interviewed 1,100 Business Leaders??
@agonchair I generally agree with your 4 points. For most companies, such surveys are often self-serving and often sloppily and hastily done. You really have to pay attention to number of factors to be sure if there is any value in the findings. One, of course, is the number of responses. Even if not all of them gave full interviews, just having a larger sampling for multiple choice answers gives a better idea of what is going on than a smaller sampling. However, you have to know whether you'd consider the minimum size for the sampling to be significant. As I said from my own insider's experience, when nearly half the responders dropped out for the answers to the mobile question -- and the entire sample was not more than 300 to begin with 00 the numbers are so low that they may not prove indicative of businesses as a whoel at all.
agonchar
7/26/2016 12:40:02 PM
User Rank Bronze
Re: So Vodafone interviewed 1,100 Business Leaders??
Ariella - Thank you and I agree with what you described - your post got me thinking and the bottom line is that this document is for marketing purposes.
So it was a survey with a few qoutes?
Just don't try to pass it off as primary research - interviews.
1,100 interviews would take (assuming one hour per interview and a 40 hour work week) would take a minimum of 28 weeks or 7 months to complete. Best case.
Finding and getting 1,100 appropriate business leaders to do one hour interviews would take another large amount of time. This is what we do as a unique CI provider so our expertise is deep. This could easily equal or exceed the 7 months mentioned above.
So although this document seems well done - after being misled by the highlighted interview process, I never read more than the summary and only scanned that.
HBR has written about how and why CI is not really used even though billions are being spent on surveys and such.
1-Not enough detail to be actionable
2-Used only when it supports a bias (this is what you were talking about)
3-No one ever "audits" whether CI had any impact on the decision making process
4-Predominatly marketing focussed - find some good news that we can leverage
Ariella
7/26/2016 12:08:28 PM
User Rank Author
Re: So Vodafone interviewed 1,100 Business Leaders??
@agonchar the full report includes some quotes from some of the business people surveyed, as well as the general responses. I don't know if they collected quotes from all responses or reached out only to a select few to get further insight.
Actually, I found the report itself pretty informative and objective. It didn't push Vodafone's services in particular or try to twist things around to fit a particular agenda. I once did a survey and the follow up report on it for a company that I will not name here. The survey showed one thing, but one of the guys on the company's team insisted on saying what he believes it should say. Specifically, the report showed relatively few companies using mobile technology in their marketing efforts at the time. In fact, about half the survey responders couldn't answer a good portion of the questions (that this guy had wanted added in) because they had not experience with it at all. That was what he wanted, so he demanded that the report on the survey be written to downplay the fact that mobile was not fully embraced to push somewhat self-serving advice in place of the objective data.
agonchar
7/26/2016 11:31:06 AM
User Rank Bronze
So Vodafone interviewed 1,100 Business Leaders??
Why do executives in our business continue to use surveys and then say they did interviews?
Why is this relevant?
Because the quality and the actionability of the results are much different after doing a real series of interview with the RIGHT business leaders not just whoever happens to respond.
However the real issue is that surveys are used because you can then massage the data to say anything, support current directions or biases, keep your job etc...
Last time I called one of Partners at a top tier management consulting firm on this same issue - they said "oh yeah - sorry we meant survey.
There is a huge difference.
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