"We value your opinion on our work. You can have your say here". In other words, it's no longer possible to ask for help from an after-sales service, get advice from your insurer, or make a complaint to your ISP, without immediately receiving a message of this type in your mailbox.
You haven't received your order yet... and zou! Avis vérifiés et consorts will immediately ask you to post a review - if possible. very positive - which will enable other consumers to buy the same product as you with complete confidence.
So much for... not much, in fact!
We have already mentioned here both false positive reviews and the difficulty of posting negative reviews on certain sites - reviews that no longer really mislead prospects who are increasingly well informed!
But internally, what do you do with all this mass of information?
In a nutshell: justifying your marketing or sales policy to your superiors; pleasing yourself, reassuring yourself about your choices or... finding good excuses not to hand out bonuses to your staff... In fact, nothing really serious.
For at least three major methodological reasons... but there are certainly many more!
The first is that no satisfaction or image study can be evaluated without benchmarks... benchmarks that are certainly just as fudged as the information you have on your own products or services: everyone cheats... but it's always hard to know who's the most falsified!
And I'm not even talking here about those who would like more sophisticated results such as DK -... Net Promoter Scorein "old marketing language!
Another bias is that of social desirability, "which consists of wanting to present oneself in a favourable light to those with whom one is dealing". as Wikipedia - This bias depends as much on the situation in which the question is being asked as on the personality of the respondent and the overall context in which the question is being asked. "details that we can't really control when we ask individuals to express themselves "fast, well done ".
Especially as on the web, the social norm can shift from desirability to provocative exhibitionism: we've never asked ourselves too many questions about why people talk on the web, social or otherwise.
Finally, there is the issue of of the subject In marketing research, respondents know what they are being asked about. "opinion following our interventionThe employee is not sure whether he or she is judging the company - with which he or she will be more or less satisfied - or the employee - who is doing what he or she can... or not!
There are so many biases that, over time, market researchers have learnt to master them... whereas very often, the sorcerer's apprentices prefer to ignore them.
