Twitter Brand Survey: Hamburger Questionnaire in a Tweet, With No Calories

One way to obtain the voice of the customer is, by simply, asking them.

On Twitter today, I was presented with an invitation to complete a brief twitter brand survey for McDonald’s. I’ve seen these surveys from Twitter before. I recently received a customer satisfaction survey from KFC . I was surprised to see an invitation and was also curious. So, I went ahead and took the survey. Below is the Twitter Survey invitation:

Twitter has selected a small group of users for a brief survey. Answer a few questions and have your opinion count!

I didn’t what the survey was going to be about – it wasn’t apparent in the invitation. It turns out the survey is from McDonald’s:

How would you rate McDonald’s in terms of having food you feel good about eating?

Now, the Net Promoter Question – which is also quite predictable, since most businesses are using the NPS these days:

How likely are you to purchase food from McDonald’s within the next 30 days?

Now, I’m asked about my visit behavior to Mcdonald’s:

How often do you visit McDonald’s?

And, that’s the end of the survey.

All in all, the survey was well done. The screens flowed well from one screen to the next. What is weird though is that, as a user, I had no idea what the survey would be about. It was about McDonald’s – I would have been a definite promoter if I were offered some free food or something. Regardless, the survey was pretty smooth and easy.

Twitter is calling this a “Brand Survey”. They claim the following:

Brand surveys allow users of Twitter to optionally share their perceptions of different companies and products. These surveys are linked to within tweets from the @twittersurveys account.

And, more information on the use of the survey data, including Twitter’s privacy policy, anonymous surveys, and what the Brands themselves will do with the information they obtain from the survey respondents:

A bit about Twitter user experience and survey information, including the concern that if you complete a brand perception survey, will you continue to receive survey invitations from Twitter or their Brand partners: