What’s the point of consumer surveys?

From a discussion at RetailWire about the ubiquity of consumer surveys — and the apparent lack of followthrough action:

Given the popularity of online surveys, George Anderson’s column raises the question of what happens to the survey results. Do they filter down to the buyers or store managers who have the authority to take action? Or do they fall into a “black hole” of data collection?

However, it’s important to keep in mind that the survey data must represent some sort of consensus before an individual customer can expect action to be taken on his or her requests. Sometimes the best assortment planning represents the “art of saying no.”

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