Somehow I've gotten on a number of panels to participate in golf surveys by manufacturers and third party market research firms. I've found the process quite interesting because there seems to be a common set of themes that are appearing as I do the 3rd or 4th survey from the hosting company. First, they all offer a chance to win a golf themed prize for completing the survey, of which I've never won one, if you have let me know. Next the surveys seem to fall into 3 distinct buckets.
1. Blatant Advertising- This is the survey that exposes you to 1-2 of the companies products via ads and then asks your opinion of what the ad communicates to you, is the message believable and are you now interested in the product. This is really just a tactic to get you to look at an ad for a product that makes all the same promises as every other product on the market. However, under the guise of a survey gets you stop and look at an ad you would normally flip past in a magazine or scroll past online. I'm gonna leave out products here, but the company rhymes with Mixon.
2. Collecting Demographic Data- This survey simply asks you about your personal information age, race, income, HCP, dollars spent on golf, etc. These are not surveysIMHO, but rather just data collection. The last 2 surveys form SuperSroke have been this type with a 20% coupon the carrot if you complete the survey. I won't.
3. Actual Market Research- This is the survey that truly wants to know what you think and you can actually see your feedback being used in the next iteration of the survey. The Datatech(sp) surveys that ask about # of rounds played. where, how long does it take, etc are well done. I did one from Cleveland Golf the other day that I thought was probably one of the first true surveys that really wanted my opinion and had plans to use the data in a constructive fashion. Rather than telling me that their club was the longest, straightest, etc it actually asked the question "What do we need to do to our clubs to get them into your bag?" That was the most refreshing question I have ever been asked in golf or any other survey. They didn't try to tell me why I should buy their product, they actually asked what I want from them. More companies should take this route in their market research as it builds credibility.
So do you participate in golf surveys? If so, which type do you prefer or are you seeing different types of surveys than I am?