I didn’t have a jack-in-the-box as a toy. Springing into life at the flick of a catch. For the larger part frightening the living daylights out of a young child. Or is it play, and thus basic training that surprising events can be scary and fun? Early days of leaning to handle risks.
In this case my boxes are square. Although they don’t need to be square. They are square or rectangular on a ballot paper (usually). These boxes are a boundary within which a mark is put to say “yes” this applies or “no” this is does not apply. Naturally, that can be the other way around too. For that matter they can indicate all sorts of conditions or views.
Here’s my beef. Back in March, this year, me and the Sun developed our relationship. There’s the giveaway – year. My number of years on Earth clocked up to sixty-five. At the time, I didn’t think of this as any more significant than past birthdays as a man of mature years. Then I got to completing numerous questionaries. Yes, I have moved the subject to more stuff to do with data and its use. Collecting data has never been so popular.
Never in the whole of human history have we, you and me, been faced with so many questionnaires. Almost every time I buy a coffee, and use a card of App to collect points, next day my in-box has an e-mail with a survey. Most of these I just ignore. Now and then, I fill one in with the ridiculous idea that the insignificant draw prize they offer could come my way.
Please offer your feedback in this short survey. The number of minutes they say that are needed are never right. Then they, the collectors of my data, get greedy. Asking for “as much detail as possible”. At this point I want to say – get real. What’s even worse is clicking on the “Next” button and then an error message comes up saying “This is required”. What audacity. Checky. Pushing my good will to its limits. If there were questionnaires about questionnaires, when it asked: “please tell us how your experience was on this occasion” they would get more than 100 creative words.
All this said, my real beef is to do with the collection of personal data. There’s no obligation to provide such data, when it comes to marketing surveys. This is when the incentivising possibility of a prize comes in. Afterall this data is valuable to the collectors with little incentive for a respondent to offer it. Surveys with prizes must have published terms and conditions. I wonder if anyone ever reads these legal niceties.
To the point. One question that often gets asked is – tick the box appropriate to my age. What I’ve noticed is that several of these unsolicited surveys have a box marked sixty-five and over. It’s like a whole section of the population is piled into one big bucket. Like we all fall off the end of the bell curve. Over 11 million people in England and Wales are like one.
I’m part of a growing cohort. That maybe good or bad but it is the case. It’s the case too that my cohort spends. Again, for good or bad, we are the beneficiaries of some good fortune. However, marketing surveys continue to sit in the stone age. At both ends of the demographic bell curve, toddlers and more mature folk, we are viewed as the same, one big bucket. I imagine data collectors and the designers of surveys have wrestled with this one. Whatever, the results don’t sit well with me.
John Vincent 