How Exactly Does One Trust a Brand of Razor?

This is probably a nitpick:

brand-i-trust-most

It’s bad enough when you ask me which brand of orange juice I trust most — though I can’t imagine why any nationally known brand of juice would be more or less “trustworthy” than any other — it’s not like I have reason to believe Tropicana’s short-lived carton redesign is indicative of some sort of quality control problem or that they’ve been filling the cartons half a glass short — but what exactly is there to trust or distrust about a razor manufacturer? What am I not getting here? It’s a company that makes razors and razor blades, not a candidate for high office.

Most of the items in this particular matrix are actually relevant; to me, that makes “brand I trust more” stand out like a sore thumb.

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4 Comments

Filed under answer choices, Market Research, silly nitpicking, web research

4 responses to “How Exactly Does One Trust a Brand of Razor?

  1. The Research Bandito

    What are you thoughts on the question number showing up on screen as well? Seems odd/too obvious that it has moved from telephone/paper to web. I see it usually because the QA teams/researchers want to know what question they are at when checking/punching-through.

    One could argue that it helps respondents know where they are (some archaic progress bar attempt) but if they don’t know how MANY questions there are, it’s meaningless.

  2. Right, I completely agree with you. If it says 7/12, that’s one thing, but again, you’ve already put the survey on the web, so why not take advantage of that and do an actual progress bar?

    In this case, an awful lot of the rest of the questions were specifically about the Gillette website — why I visited that day, how fast it loaded, etc. — stuff that was way too in depth about the website for the research to ever have been run by mail/phone.

    Good catch!

  3. There was academic work done over a decade ago by Susan Fournier at Havard i believe which demonstrated that people do indeed have relationships with brands. If people have a relationship then trust can easily be a component of that relationship. It may not be the best framed question, but researchers should understand that people are driven by emotional considerations as well as being social animals.

  4. This month, my boyfriend came down with a dreadful TMI that landed him in the hospital. On the day I went to the hospital to clean him up, I brought with me a spanking new disposable razor, and he wouldn’t let me shave him with it, informing me that “he doesn’t trust that razor.” I don’t know that he necessarily mistrusts Gillette — he just believes that disposable razors will cut up his face.

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