Recently, while travelling, I came across a customer satisfaction comment card for a hotel. These cards were being left in guests’ rooms. Besides questions about guests’ experiences, there were also some profiling questions. One of these questions asked guests their age. Such questions can be very useful. For example, if a hotel is surprised that the satisfaction level among its younger guests is far higher than among retirees, then there is some underlying issue that they can aim to uncover.
However, in this example, the lowest selectable age group was 25-34. What about the under-25s? What about their opinions? Were they simply forgotten? Or was there an assumption that all guests would be over 25? When designing your questionnaires or online surveys, be careful that you ask the right questions!
