I don't believe anything is free anymore. When it comes to your customers, this couldn't be more appropriate. First of all, when you communicate with them you are essentially invading their personal space and sucking up their most precious commmodity - their time and their attention. If you aren't relevant, you have wasted their time.
But the real reason for this post is to talk about market research. This applies to every single customer survey or research you initiate and here's my point: if you're not going to make it worth my while, I'm not going to give you an iota of my time. Period.
Whether you are Nike, Amazon.com or iVillage - you need to reward me for my time - and if you want me to fill out a survey, give me a chance to win something, give me free shipping on my next purchase, offer me a 10% discount on sneakers - you know what I'm talking about. This isn't rocket science, it's just a smarter (and probably more honest - both in terms of your intentions and the responses you'll get) approach.
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