Alright, before I get to deep into this article, let me preface with this is in no way intended to pit one brand against another, but simply to take the question (s). When “polls” are conducted, who is being polled and where does the data to conduct originate? Hoping to find clarity…….
Well, On Thursday, I came across an article that you may or may not have read which on first look didn’t spark any curiosity, but I saw it again via another website and I began to wonder. The article, over at MacRumors was “Apple Wins “Brand of the Year” in Smartphone, Tablet and Computer Categories”. I can hear the jokes now, you read it at MacRumors, it’s just a rumor..lol.
So here’s the meat and potatoes of the article: A poll was conducted, asking 38,500+ Americans about the perceptions of their favorite brands, in which Apple was placed above other competitors such as Hewlett-Packard, Amazon, Samsung, and HTC. Its brand momentum scores are in the top 30 of all 1,500 brands evaluated in the study.
As of 2012, the U.S. population sat north of 312 million. Polling 38,500 Americans equates to just a little over 0.12% of the population that participated in this poll, not even a full 1%. How does that represent what I see and what some of you see? We consistently hear how some company earnings and sales are dropping while others are rising. We hear about one company just recently becoming the most valued.
Then there’s the 30 of 1,500 brands evaluated, really, 1,500? Who are these 1,500 brands and why don’t we hear about them throughout the year, at any time. No doubt if you sat 10 of us in a room and asked us to name the tech brands, probably 9 of us would come up with the same list, if not all 10. But then again, that 38,500 surely knew of them, hmm. It’s like you hear the same song on the radio many times a day, it’s number one for 40 weeks, yet it doesn’t win song of the year.
I’m no polling expert and it isn’t the first time I’m sure, where a small number is representative of the masses. But, we’re all deep into this tech stuff, everyday we’re talking brand etc on our social networks and we’ve probably got a good pulse on all this tech, or maybe, we don’t.
By the way, did any of you participate in this poll? What’s your feelings on the results?