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Survey Idiocy

August 23, 2009

Last week I bought four pair of pants online at Wal-Mart.  Since I already knew the size and style, it was very easy.  Then in my inbox this morning, I found the following message:

Thanks for Shopping at Walmart.com!

Was your visit enjoyable?  We certainly hope so.  In fact, we’d appreciate your help in making the shopping xperience on our website even better by telling us what you think.  It’s easy and should only take about 10-20 minutes of your time…
(Emphasis mine)

Ten to twenty minutes? Hey, Wal-Mart web marketing division: are you all insane? 

Why don’t companies apply even an atom of common sense when making web surveys?  I’ll give you three minutes maximum, jokers.  Surely you know that one of the main reasons people shop on the web is quick convenience.  What kind of randomization do you expect to get asking for “10-20 minutes”?  Any marketing survey that long has simply not been well-designed.

Oh, and the three minutes it took me to write this blog entry?  That was the three minutes I would have spent filling out their survey if it had been the right length.

Categories: Advertising, business