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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  May 31, 2011

Make Your Surveys More Accurate

Many experts use surveys to create compelling findings for promoting our brand to the media.  We bet our credibility on those results.  But how can we make sure those conclusions aren’t biased?

My thinking:  we don’t intentionally bias the results.  According to this Fast Company interview with University of Michigan professor Michael Traugott, poor wording is the biggest culprit.  When we use emotionally charged words such as “forbid”, we skew the responses. When we add phrases such as “how about you?” or “do you agree?” we activate our natural instincts to acquiesce to the majority and the authority.  Who knew?

Click here for more ideas on how to make your next survey the most compelling yet.  Because the truth is usually stranger than the stuff we make up.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.