KFC and the Representative Survey

I had KFC (Kentucky Fried Chicken) for breakfast yesterday. Chicken rice porridge and a “breakfast” wrap (that oddly enough didn’t seem to contain any chicken).

It was decent, and I liked it.

So when I was quite excited when I saw that the receipt had a link to an online customer satisfaction survey, for which I would get a free piece of chicken if I completed it. It was a pretty good deal, I thought.

But I couldn’t help but wonder about how useful it was to KFC.

Surely survey responses would be largely over-represented by people who like their food (and service, to a certain degree)? If I hated their food, and/or hated their service, and swore never to go back there again, what good would offering me a free piece of chicken do for me?

These are the people whom you probably most want to hear from, and yet have absolutely no incentive to complete such a survey (and in most likelihood, being normal people like us, they’d vote with their dollars and just not patronise the store again, instead of submitting feedback).

It would, in short, be far from a representative survey.

I just hope that those who are interpreting and on the receiving end of said-interpretation understand the limitations of just such a survey, and discount the very likely amplified, far-too-positive results.

And if the results are lukewarm instead of three-Michelin -stars-worthy? Then oh dear.

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