The “Magic” of the First Question

In the market research, the first question has incredible magic. Like the first sentence in a paragraph or the first line of a movie, that first question can grab the attention or put the respondent off. In addition it can give us more and better information. The...

Engage me.. don’t just survey me

Just completed a post-service call online survey for my auto dealership. While there is technically, very little wrong with the survey, it served to remind me of the critical issues that all business must face when measuring customer satisfaction. The risk for...