Do customers answer the questions they’re asked?

I found this study of the “response substitution” bias very instructive.  Please note particularly:

“Response substitution, as the newly identified bias is called, is the process whereby some respondents frame their answers to questions in a survey in such a way as to express their views on issues outside the survey’s scope—issues on which they have strong opinions. “People don’t answer the question they’re asked. Instead, they supply an opinion they want to share”

See also: Are your customers telling you white lies?

About Arie Goldshlager

Customer Insight, Customer Strategy, and Innovation Consultant
This entry was posted in Customer Feedback, Customer Insight. Bookmark the permalink.

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