If there's one thing I learned in all my time in media, it's that sometimes the fastest way to results is just telling it like it is. And here's the truth: sometimes your PR surveys stink.
Because we’ve done a great number of surveys here at 4media, and worked with clients running the gamut of creative capacity, we've seen some bad PR surveys. But because a survey is so situational, the creative elements that make an excellent one can vary pretty widely. Question order, question type, answer choice, phrasing, layout and length can all change. But the elements that make a survey bad are easier to assess—so here they are: