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Anybody trusts the Nielsen Company surveys?

A recent survey done by the Nielsen Company revealed that among all the prepaid mobile broadband service providers, Globe Tattoo tops its competitors. The catch here is that Globe was also the one who paid for the survey done by the Nielsen Company.

I don’t blame Globe for commissioning the survey. Service providers like them really need to do regular surveys so they can assess the quality of their service and the consumers’ perception of their brand or product offerings.

The problem with surveys like these is that when you publicize the results, there’s already a conflict of interest. The trust rating also drops especially when the one who paid for the survey was also the winning party in that survey.

In the end, the story sounds more like an endorsement rather than a reflection of reality. It does more harm to the brand who commissioned the survey and especially the survey firm who did the job. I don’t think this survey has gotten any press is any of the other competing brands topped the survey.

My suggestion to Globe, Smart & Sun and all the other brands that want to do public surveys?

  • Continue doing those surveys. Do them regularly.
  • Keep the results of the surveys to yourselves — whether its in your favor or your competitors.
  • Stop making excuses why you wanted to publicize the results. We’ve heard enough of those “we initially did this for internal research but the results were so good we’re just so excited to share it with you…”

If you don’t, you’re just wasting your customers money which you can set aside to improve your services.

{source: manila times, philstar}

Disclosure: Globe Telecom & Sun Cellular are sponsors of this site.

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Avatar for Abe Olandres

Abe is the founder and Editor-in-Chief of YugaTech with over 20 years of experience in the technology industry. He is one of the pioneers of blogging in the country and considered by many as the Father of Tech Blogging in the Philippines. He is also a technology consultant, a tech columnist with several national publications, resource speaker and mentor/advisor to several start-up companies.

54 Responses

  1. Avatar for Arvee Arvee says:

    Whether Globe paid for the survey’s execution or not, they have the perogative to flaunt it and use it to market their product. Parang award lang naman yan, you use it to sell yourself to your future employers. TV stations use their garnered awards and ratings for ads. Why should you hide something you should be proud of?

    I’ve been a Globe DSL subscriber for 4 years. I chose Globe as my ISP not because I’m biased to the company, it’s because of the service’ very satisfactory performance. I once tried to change my ISP, I tried surveying my neighbors but found out it doesn’t work out for them well. That’s why I’m still with Globe. I guess surveys still work but only to some extent ie. location basis.

    Everybody is entitled to their own biased or unbiased opinions. Di naman sinasaksak ni sir Yuga tong article na to sa atin. Pero we should also watch our words especially if it sounds like attacking somebody. You can’t easily gain back whatever reputation you lost.

  2. Avatar for DHM DHM says:

    “The catch here is that Globe was also the one who paid for the survey done by the Nielsen Company.”

    That was one amateurish comment, and one that stretches nay mars Yuga’s credibility. While I may agree with some ideas in the article, I think this is one thought Abe should have kept to himself. Casting a doubt on Nielsen in this way hurts his reputation even more.

    I cannot speak about the parameters of this particular survey. But what I know is that companies like Nielsen utilizes methodologies that while not perfect, are sound and generally recognized across competitor lines. Their reputation and company’s status is tied to the perceived reliability of their surveys.

    Yugatech has not yet reached that status. And this is why Abe should be careful in implying such things.

  3. Avatar for dan dan says:

    Mark Macanas of Techpinas is a Globe endorser. At nakapaskil sa site niya ang ad na andun yung mukha niya. Ano ba?

  4. Avatar for Bayas Bayas says:

    There’s a saying that goes “you shall not bite the hands that feed you”. But that does not mean you should bite the hands of your master’s enemy. You’re putting your reputation at risk here by showing how biased you are to PLDT. I’m happy TechPinas is the most-viewed tech blog in the Philippines, maybe you should consider TP’s neutrality as a challenge.

    Anyway, surveys may have science/math/logic behind it but surveyees only represent a part of the whole target population. You may or may not experience the same service they answered to these surveys. Internet speed depends mostly on location-specific factors like signal and congestion so it’s better to try different ISPs and finally choose what suits you best.

    • Avatar for Balasubas Balasubas says:

      Balasubas ka pala e. Yung TechPinas mo nga yung paid endorser ng Globe. Magbasa ka nga dun. Siguro paid ka rin ano para manira dito? Huling huli e.

    • Avatar for Bayas Ka Rin Bayas Ka Rin says:

      Pre, dun ka na lang mag comment, pls? Wala talag nag co-comment dun e. Kahiya naman sa favorite most viewed blog mo. Kahit binayaran pa yan ni Globe wala pa rin nag comment dyan kaya dun ka na pls!!!

    • Avatar for Arvee Arvee says:

      Bayas’ comment: 50% legit, 50% shameless plug.

  5. Avatar for Dharma & Greg Dharma & Greg says:

    It’s funny people point out bias on others when they themselves have bias running thru their veins.

    Smart vs. Globe, Yahoo vs. Google, Samsung vs. Apple, Ford vs. Toyota, GMA7 vs. ABS CBN, Bench vs. Penshoppe, Krispy Kreme vs. Dunkin Donuts.

    Point me to a man who has no bias and I will point you to a pot of gold.

  6. Avatar for miccco miccco says:

    This site is all about business. Pera pera lang depende sa sponsor niya. Hehe!

    • Avatar for Karen Sy-Tan Karen Sy-Tan says:

      Funny you mentioned that. Globe Telecom is a sponsor of YugaTech – http://www.yugatech.com/contests/contest-whats-your-favorite-globe-myapps/

    • Avatar for Bayas Bayas says:

      Funny you quoted that article. It clearly states that Globe only sponsored the contest and while Globe is an advertiser here, PLDT/Smart is Yugatech’s major sponsor. So kita sa Globe << kita sa PLDT.

  7. Avatar for arlene arlene says:

    The study was done by Yahoo and Nielsen and Globe quoted the results.

  8. Avatar for itachi1 itachi1 says:

    IMHO, Smart is better when it comes to coverage… but quality-wise, Globe excels. I’ve been a DSL subscriber for 5 years now and they have a very reliable service in our area. Mobile browsing has improved much but this depends on where I’m at. They also have loyalty rewards now for broadband subscribers though not as tempting as their postpaid.

  9. Avatar for zeus zeus says:

    whatever network you are using it depends upon the location.. this is based on my observation

  10. Avatar for Jake Jake says:

    Yuga, perhaps Nielsen’s results were influenced, perhaps not. Hard to tell.

    An off-topic comment – gosh Yuga your website is now peppered with ads, top, bottom right, everywhere! I miss the days when your website loads so fast. Today, whether on my netbook, ultrabook or power laptop, my browser struggles to load all the ads. Yes I know there are commercial needs that must be met. But must it be done to the point that the user experience is crippled? Feedback lang po. Maybe some ads, but not tons of ads.

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