Do the numbers really add up?

If someone rushed into your office and told you that, based on recent research, over 50% of your customers were unhappy with an aspect of your product -- you'd leap into action, right? Well maybe yes and maybe no.

Research of all kinds is a powerful tool in marketing. But be wary of the quickie surveys. Can they offer some insights and raise good questions? Sure. But are they statistically valid? Often times, not.

The over 50% of your customers looks pretty different when you discover that it was a web-based survey that had 17 (or 37 or 57) respondents. You can see how overreacting to this information can at best, be a waste of your time and at worst, damage your product or your brand.

Here are some things to look for when using quantitative research.

When was it done?

How was it done? (process)

How were the questions phrased?

How many people were surveyed?

What percentage of the total target population was that?

How many respondents were there?

In the survey analysis, look for an accurate and balanced summary, data to support the conclusions, and recommendations (insights) into what can be gleaned from the data and conclusions.

Numbers and information are critical to making good marketing decisions. So be mindful of the quality of the information. This is definitely a look before you leap strategy that will hopefully keep you from landing in hot water.

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