Common myth about feedback profiles

    About half of the points are for you to receive information, not us.

    Psychology is like programming, only for wetware.

    Remember those boring profiles that you fill out in stores to receive discount cards and other items? The myth is that all this is needed for statistics. So, the most useful statistical information that can be obtained from them is that your average client has one breast and one egg.

    In fact, of course, they can and should be used for another.


    Let's look at this example:


    This is a questionnaire after purchase, and in this version it is now used in our retail stores to receive a discount card.

    At the time of filling out this questionnaire, we already have a telephone and the name of the buyer in the database. Now we need mail (for mailing) and birthday. Also - checkmark on PD processing. All these blocks are understandable and do not raise questions.

    Now look at the bottom block. This retailer needs store feedback. If the assessment worsens somewhere, it is an indicator of the need to understand. Also, they often write about wishes - and sometimes good ideas slip through that we take to work.

    Why then the rest?

    The rest of the questionnaire is at the same time the collection of marketing data about the person as a representative of the audience and, attention, training . All questions are formulated so that, in answering them, the user learns about our capabilities.

    First we talk about the fact that there is not only an online store. Then - about the fact that any game can be opened. At the same time, we remind you that it is worth telling friends about the store. We explain why you can still come to the store - for example, not only for a toy for a child, but also for a gift to colleagues. We teach new ways of consumption - on the road, to a party, mobile for the summer and so on. This, in particular, so as not to give the impression that board games are only for children.

    Let's again: we just found out a bunch of everything about who answered the question (which will allow us to more accurately formulate assortment policy and advertising), plus we taught him a bunch of new things. At the same time, we checked knowledge at the same time (do we teach this well through other channels?).

    Strength of recall

    One of the most magical things is that a person has a built-in subroutine that is responsible for monitoring the integrity of decisions. It, let’s say, resembles Win95 system libraries in terms of degree of corruption.

    In 1959, Festinger discovered a completely magical thing and described it in Cognitive consequences of forced compliance. Very briefly: all basic social norms lead to the fact that what a person affirms and does is his position. However, if you affirm something, and this is not your position, compensation is required. It could be a threat justification, a proposed reward, or something else. If there is no such excuse, and behavior is the result of your choice, a slight cognitive dissonance ensues. In the weak case, it is often not even recognized at the level of consciousness - and our integrity routine eliminates it by simply changing the mind in such a way that it matches the previously stated one.

    So, this whole theory allows you to get to the checkbox “I would recommend”. By setting the grade made by a conscious choice, we fix this behavior as the base. Our integrity subroutine strengthens it according to the scheme: "made a choice - expressed - it means it’s right - it means it needs to be written to the cache" Amplification is a decision after evaluation. We have 97-98% of the "fives", so the buyer is still thinking about why he likes the store. This is a very valuable moment.

    And now aerobatics. Look at the profiles that banks sometimes send you, all sorts of courses and so on - well, sort of, just make sure that everything is in order. Where else you need to evaluate the level of service on a scale from 1 to 5. Or remember how you evaluate the level of service after a call to tech support. And track the minor, but very deep changes in your mind after filling them.

    imagePS I've been writing about our business for three years and everything related to it. If you're interested, sign up for our Mosigra corporate hub - and take a look at the new Growth Hacking profile hub .

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