Surveys don't just collect data from participants. Surveys also give the participants insights into what your priorities are, and this can impact your brand image.
Computer game company Ubisoft learned this the hard way recently, when they sent a survey to their customers. The first question asks the customer's gender. Customers who selected "Female" were immediately told that their feedback was not wanted for this survey.
While I'm sure this was not the intended message, it definitely came across to some Ubisoft customers as insensitive to women who enjoy playing games like Assassin's Creed (such people do exist). The company quickly took the survey down and claimed it was a mistake in the setup of the survey.
Whether this was a genuine mistake or an amazingly bad decision by a market researcher who got a little too enthusiastic about demographic screening, it definitely reinforces the image of the game industry as sexist and uninterested in the half of the market with two X chromosomes.
While this might be a particularly egregious example, it's important to remember that customer feedback really is a two-way street. While your customers are telling you how they feel about you, you are also telling your customers a lot about your attitudes towards them. For example:
- Do you respect the customer's time by keeping the survey short and relevant?
- Do you genuinely want to improve by following up and following through on feedback?
- Do you care about things that are relevant to the customer?
- Do you listen to the customer's individual story?
The lesson is that you should always think about a survey from the customer's perspective, since the survey is leaving a brand impression on your customers. While your mistakes might not be as embarrassing as Ubisoft's, you do want to make sure the impression you leave is a positive one.