It doesn't matter what people say. Watch what they do.
The story is told of a focus group for a new $100 electronic gadget. The response in the focus group was fabulous, people all talked about the features of the new device with excitement.
At the end of the session, the moderator said, "thanks for coming. As our gift to you, you can have your choice of the device or $25."
Everyone took the cash.
Surveys that ask your customers about their preferences, their net promoter intent, their media habits–they're essentially useless compared to watching what people actually do when they have a chance. The media wastes their time and ours handicapping politics based on polls, on changes in polls, on expectations based on polls—it's sad. Polls are always wrong.
The best part of show & tell has never been the telling part.