I’ve always had a serious qualm with traditional surveys, regardless of the audience. From my perspective, most surveys are built on the assumption that users are completely self aware and honest. That’s a pretty shaky foundation, to say the least. Questions like, “Are you more likely to…” and “Your feelings toward the brand have…” are about as far from science as you can get. Quick note here – I am no research expert, these are simply my own observations taken from my own experience.
I’m sure you recall the GoDaddy Super Bowl ad that portrayed model Bar Refaeli making out with a “nerd”. It received a whole boatload of negative feedback, and scored absolutely dead last in USA Today’s Ad Meter.
Is this a case of people saying one thing then doing something completely opposite? Or maybe it’s a great example of evoking passion in marketing winning – regardless of positive or negative sentiment?