Smarter Survey Results and Impact: Abandon the Asker-Puker Model!

Today’s post comes from a source of deep pain. Analysis Ninjas are valued less than I would prefer for them to be.
The post is also sourced from a recent edition of my newsletter, The Marketing – Analytics Intersect. I send it once a week, and it contains my insights and recommendations on those two topics. Like this blog, the newsletter is geared towards being instantly actionable (rather than just theory-smart, which is pretty cool too). Do sign up if you want to deliver a small electric shock of simulation to your brain each week.
TMAI #41 covered a graph that resulted from a survey done by Econsultancy and Lynchpin. I received a ton of responses for it, and great discussion ensued. It prompted me to write this post, essentially an expanded version of TMAI #41. I’ve added new insights, recommendations, and two bonus lessons on how to do surveys better and a direct challenge to your company’s current analytics strategy.
If your heart is weak, you can stop reading now. I promise, I won’t mind one bit. I heart you. If you are open to being challenged… then here are the short-stories inside this post…

The World Needs Reporting Squirrels. Wait. What!
Three thoughts that explain the Econsultancy/Lynchpin graph.
Bonus #1: Lessons from Econsultancy/Lynchpin Survey Strategy.
Bonus #2: The Askers-Pukers Business Model.
Bottom-line.

Let’s go and challenge our collective thinking!
The World Needs Reporting Squirrels. Wait. What!
Some of you know that I created the phrases Reporting Squirrels and Analysis Ninjas to emphasize the difference between those that puke data and those that puke insights with actions attached to them.
Here is my slide the first time I presented the concept in a

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