Tag Archives: online surveys

Online surveys as brand awareness Trojan horses

Another offline marketing tactic goes online. For years, some face-to-face or phone surveys during election seasons have been used to start or intensify voter opinion. Most of us have heard of these tactics, but if you haven’t, here’s an example:

“Hello, I’m doing research on the local senatorial race. Here’s our survey question for you: If you learned that Senator Jones, who is up for reelection, regularly terrified kittens, how would that influence your vote? And here’s our follow up question: What if you learned he was even meaner to cute little puppies?”

Click to view the ad in contextOther surveys of this ilk are less nefarious, but they do have this in common: They claim to do one thing while accomplishing another. Think of them as Trojan horses, carrying awareness instead of seeking to measure it.

I thought of this technique when I saw this online ad — er — I mean, survey.

I have to say, it’s kind of brilliant.