Add “Please State” to “Other” Choice

In the closing midst of election polling, Time magazine columnist Joel Stein announced he didn’t approve of an “Other” choice on surveys.

There’s no “other” on a menu or my income-tax forms. Cops never ask you if you want to take a Breathalyzer, go down to the station or “other.” When the rabbi asked if I promised to love Cassandra in sickness and in health, if I had said, “Other,” I’m pretty sure the wedding would not have proceeded. 

     I’ve a similar reaction to “Don’t know” on consumer surveys. When you ask your shoppers for their attitudes and they answer they don’t know or have no real opinion, that’s not an agree or a disagree, so it can make interpretation of the survey results more difficult.

     A couple of years ago, shortly after the Echo Group announced their findings from the “American Express Global Customer Service Barometer,” I came across retailers distorting what the findings meant: On the survey, 58% of U.S. consumers said they’ll spend more with companies they believe provide excellent service, and those 58% reported a willingness to spend 9% more. But that 9% was an overall mean average. When dealing with luxury retailers, consumers might be willing to spend 19% more for superb customer service. When dealing with budget-oriented retailers, they might be willing to spend 0% more.
     The available summaries did not allow us to slice the data well enough to know the breakouts, so I wasn’t shocked when I encountered retailers using the 9% figure in discussing how to turn the statistics into profit-making tactics. They were using a best guess.
     I did experience shock, though, when I overheard an influential retailer say, “Okay, so 58% of the people tell us they’ll spend more when there’s excellent service. That means 42% won’t.” This retailer hadn’t acknowledged the 17% answering, “Don’t know.” The percentage saying they wouldn’t pay more for excellent customer service was closer to 25% than to 42%.
     Do include an “Other” or “Don’t know” as a reply alternative. Without this option, survey respondents will feel overly restricted, often causing half-completed questionnaires or circles filled in based on irritation as much as actual consumer sentiment. But be sure you follow with “Please tell us more below,” and then leave a welcoming, unintimidating inch of space for a comment. In online administrations, allow the respondent to type more as the box scrolls down.

Click below for more:
Know the “Don’t Know” Answer Frequency 
Vent Sour Tastes When Surveying Consumers