Give shoppers in your survey a chance to say "Sounds nice. I don't care.
Get honest feedback from impartial buyers by giving them the chance to say, "Sounds nice. I don't care."
Consider the following true story.
Last week, I received an email from Typeform with an invitation to complete a survey. I clicked on the call-to-action and began evaluating a comprehensive list of product features. For each feature, I indicated if I thought it should be included Typeform's "Basic" package by selection from one of the following options.
Expect Included
Might Pay For
Would Pay For
Notice something missing?
There was no option for "Sounds nice. I don't care."
For many of the features, I would have selected "Not Applicable" if that choice had been available. Unfortunately, it wasn't, so I defaulted to "Expect Included."
By overlooking the "I don't care" perspective, Typeform will probably miscalculate the true demand for each feature.
Turn Typeform's Mistake into Your Insight Gold
If you're striving to understand what shoppers actually want, don't forget to include the "NA" (Not Applicable) option when you request feedback. By doing so, you’ll gather better insights and avoid overlooking that which may not resonate with your audience.
