05 Nov 09 Useless Feedback

The world is Web2.0 business is full of a single most frustrating statement – I know how to build but how do I sell? While a lot can be said about putting the product in front of your customer and test test test. One aspect of such tests is forgotten more often than now – proper feedback and what to take from it.

Feedback from your potential customer is very important. Which is why we have a crazy number of market research companies and people spending a lot of time finishing and polishing business plans. There are a huge number of people sending out surveys – right from large brands to the tinniest of start ups. I have been flooded with some of these surveys lately and on a close inspection most of them make no sense at all. Almost all questions are about – Would you like this x feature in the product? Do you value x feature in the product? Which of the features is most important to you? etc etc … But the most important question – “Do you need or value this product or service?” rarely ever gets asked.

This reminds me of a survey from someone wanting to start a a Pizza store in Germany. All questions pertained to “What sausage would you like on your pizza?” And they went away excited at what people wanted and started the store only to see nobody buying the pizzas. Who would want a pizza with sausages anyway? So they asked the wrong questions. The first questions should have been – Would you like sausages in your pizza?

To top it all – the most stoopid surveys are for women – trying to gauge their likes and dislikes in technology products. Always starting from the wrong end of things (colour matching a favourite) and patronising. Now will you get a correct feedback with that? No wonder none of them understand women customers.

Tags: business, customer, Feedback, Market Research, Survey, technology