by Freddy Tran Nager, Founder of Atomic Tango + Analyst Who Questions the Answers; chart from Marketing Charts…
Why don’t I trust most surveys? Here’s an example…
According to a survey by PwC and reported by Marketing Charts, 79% of Americans say that protecting customer data is important.
Yet according to Statista, in 2022 approximately 71% of American Internet users visited Facebook daily, even though Facebook is notorious for abusing customer data.
The conclusion: Americans actually like some companies they don’t trust.
Or, more likely, people will say whatever makes them look and feel good, then do whatever they want when no one’s watching. As the saying goes, actions speak louder than words, and these behaviors are practically shouting.
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So True. I took an AT&T survey that asked if I would recommend them to a friend and I said NO. Not because I didn’t like them but because I don’t sell my friends on AT&T products or any other. SO in their mind, since they didn’t ask any follow up questions (Like Why Not?), they think I don’t like AT&T.
Thanks for the comment, Bobby. Those Net Promoter Score (NPS) surveys are near useless. As you noted, most people don’t recommend products to their friends unless their friends ask. The exceptions might be restaurants, entertainment, and travel.