David Ogilvy once said, “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” Research is essential, whether it’s specifically for advertising or simply for bettering a product or service. However, if the execution of research causes its subjects to send enemy signals, it needs some adjustments.

For example, a few weeks ago, I received a phone call at my home from a cheerful young lady who asked me to take a survey about local hospitals and the types of care they specialize in. I asked how long it would take, and she said she’d completed it in seven minutes. I agreed. I didn’t know the purpose of the survey, but I went along with it. The questions started coming – it was your normal phone survey: boring, repetitive, and seemingly endless (7 minutes, my behind!). The surveyor began by asking me to name hospitals in my area as they came to mind. Then she proceeded by listing types of specialized care and asking which hospitals I associated with each type. After five or six of these undeniably exciting questions, I told her that I was going to name the same hospital every time, simply because I was not aware of the particular offerings at the hospitals in my area. Without acknowledging my comment, she continued to rattle off types of specialized care. and so I hung up.

I know it was a jerk move and I felt bad about it, especially because I understand the importance of surveys (and because the surveyor was very sweet). But then again, it’s not my fault the survey was inadequate. She could have at least explained that she could not fill in the answers without asking the questions, for instance. And rather than listing one type of specialized care after another, why not ask which hospitals I associate with specialized care in the first place? I named the same hospital for every question because it was the only one I could think of, not because it applied, and although the surveyor knew this, the questions kept coming, and inaccurate information was gathered. Of all the people who were surveyed, I doubt I was the only person who did this.

There’s no point in doing research if the results aren’t accurate. In fact, faulty data can taint the advertising campaigns it’s designed to contribute to by giving false direction. But you have no way of knowing if people are responding with knowledgeable answers or guessing because they are uninformed (unless they tell you…). I’ve taken surveys that read, “Please respond to the best of your ability” or “Please respond honestly,” but do you really want to rely on the honor system? Or should you implement standards that ensure you can trust the majority of your respondents? I vote for the latter.

If anything, the surveyor from the scenario above knew that I was uneducated about the topic, but the results that are in her computer (the part that matters) show that I think Yale New Haven Hospital has the best specialized care, in every single category. The truth is, I have no idea!

The phone rang a day or two later, and someone else picked it up. From the other room, I heard them say “No, I didn’t start a survey… I’m sure it wasn’t me” and I ran to them, mouthing “I’m not here! Don’t tell them I’m here!” I don’t know if it was the fear of completing a miserable survey or my shame in hanging up the first time that made me do it.

In any case, here’s a link to some survey tips. And when in doubt, put yourself in the shoes of your subjects and troubleshoot your survey – imagine how you would respond before you even come up with the questions.

Consider also the use of Internet surveys vs. phone surveys for quantitative information and phone interviews for qualitative information. Some of the greatest information you can get is from one-on-one conversations with the customers you already have.