Lately, I’ve begun to feel like one of those anonymous but oft-referred to people ‘behind the board’ on Family Feud. You know ones responsible for answering the questions the panelists try to guess.

By that I mean I’ve been getting more and more requests to complete surveys. It could be from a hotel (on a scale of one to five, did I find the pillows comfortable…); a professional organization (I get these a lot); a conference I attended; a store I shopped at; an online destination… The list goes on and on.

And they’re all looking for …what?
A. Demographics
B. Knowledge
C. My POV
D. Some of the above
E. All of the above
F. None of the above
G. There is no above

I’m beginning to wonder what everyone is doing with the mountains of data being gathered. Is there a meaningful analysis going on? Learning? Is there a market trading used demographic nuggets?

There’s so much noise out there. And so much useless minutiae being collected – information pollution.

Now, I’m not saying we should stop doing research. Far from it. Comprehensive, well thought out research is one of the keys to successfully practicing our profession. I just feel there should be more to it than qualitative results.

Many of us in PR have used surveys to come up with potential news hooks. Perhaps, as a first step to reduce the info junk pile, this is something our industry should stop (or at least greatly curtail).

Maybe instead of all the multiple-choices, we should spend more time talking to the right people, thinking and listening.

And go back to creating meaningful – and sustainable – stories.

About Martin Waxman

Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.

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