inding out what someone really feels about an idea is hard. It really is.
The most useful position to take over satisfaction scores, ‘likes’ and approval ratings is …healthy doubt. One of the first focus groups I observed during trainee days, years ago, demonstrated this the hard way.
The new-product creative concepts were going down really well with just about everyone. I was loving it. Phrases such as ‘those will work very well’ and ‘those are very clever’ and ‘yes I think people will really get these’ were scattered through my notes.
(I know, I know – naïve and inexperienced)
The moderator taught me a lot that day.
Prompted by a) brilliant instinct, and b) recognition of the pattern of the responses, he continued,
“So we like them. Good.
Theoretically, which of them would you take home?”
The answer? None. Not one.
Approval could safely be expressed for an ‘over-there’ world, for ‘other people’, but personal buy in? Nope.
Personal buy-in is expressed actively, and…personally.
Which brings me to employee surveys.
I keep coming across the weirdest thing.
I am seeing leadership teams inside businesses whoop that scores for the question..
“How likely are you to recommend working here to someone else” have improved year on year, while scratching their heads that scores for a question such as…“ How likely are you to be working here in 18 months time?” have plummeted over the same period.
The recommendation question will tell you absolutely nothing: it’s impersonal.
It’s the thumbs up to the personal that matters.
It’s whether you would ‘take it home’.