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Where did that data come from? And do you want fries with it?

Ben Rothke | Nov. 5, 2013
Factors like participant compensation may taint results, says Ben Rothke.

For this, the respondent stated that they were at the CIO level. At every level, the survey can end, with a screen stating the respondent is not qualified, or move on to the next if they meet the criteria.

The next screen asked for the size of the firm, with 12 selections; from a few employees, to over 25,000. The respondent clicked the over 25,000 button.

The next screen inquired what sector that the respondent works in. The respondent selected financial services.

Next asked was what type of cloud providers the respondent has in their organization. The selections were IaaS, PaaS, SaaS, none, and don't know. The respondent selected the 3 cloud types.

Based on that answers, the respondent is a CIO of a financial services firm with over 25,000 employees, that uses IaaS, PaaS and SaaS technologies. While they didn't ask for the person's salary, it is safe to estimate such a person would make at least $200,000- annually.

Based on those qualifiers, the person is given the option to take the survey.

The next screen states that if the person wants to continue, the survey will take about 10 minutes, and the respondent will get $4.00 in e-Rewards currency (note that this is not real money) if they complete the survey, or 25 cents in e-Rewards currency if they don't. With that, they are being paid the equivalent of $24 per hour, in theory. Note that they clearly state that, "e-Rewards Currency has no cash value."

Given the name of this survey firm has rewards it its name, it is clear that it is all about the incentive. And once someone has answered enough surveys, they can convert their e-Rewards currency into rewards.

Using gift cards as an example, the currency itself is worth only 1/3 of the value of a gift card. Obtaining a $50 Starbucks cards requires $145 in earnings.

Using this survey as an example, one would need roughly 6.25 hours of survey time to obtain a $50 gift card. That is $8.00 per hour, just more than the US minimum wage of $7.25.

So in essence, information for your cloud strategy is being gotten by an executive who would answer a survey for the equivalent of $8.00 per hour.

When it comes to airline miles, the reward is even less. In one survey on the Opinion Miles Club, the respondent gets 60 miles for 20 minutes, or 180 frequent flyer miles for an hour. Most airlines require 25,000 miles for a domestic ticket, that would require 138 hours of surveys.

According to the U.S. Department of Transportation Bureau of Transportation Statistics, the U.S domestic average itinerary fare in Q1 2013 was $379.00 A $379- ticket at 138 hours of surveys is $2.74 per hour.


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