I’ve just done another one of those interminable YouGov consumer surveys.
The thing about YouGov is they don’t appear to have any quality control over their surveys. The reason why I take part in political surveys is that I’m interested in the result; I have no such stake in a survey about London restaurants or utility bills. Yet all too often, the surveys asked for the latter are insanely complicated and endlessly repetitive, to the point that about halfway in, you start to lose the will to live. More precisely, I have to admit, I simply start making random replies in order to get through as quickly as possible in order to get my 50p. The same applies to those BrandIndex surveys, only more so.
I can’t possibly be the only one. If I were YouGov, or one of the companies that commissions such surveys, I’d be really worried about this: are they really getting reliable data? A bit of quality control I suspect would work wonders. How about it guys?