The persistence of Gallup’s Q12

It’s like Marmite.

You either love or hate Q12, apparently.

Whatever you think of the product, whether you’re an in-house practitioner, recipient/victim or on the outside looking in, you’ve got to admire its indomitability.

The “yay” sayers

The many critics will bend your ear about:

– its cumbersome, clunky nature

– the dependency on consultants and contracts it allegedly breeds

– the industry surrounding each re-measure and time it takes

– its lack of flexibility and the suspect relevance of many of the questions

Yet I know that many of the most vociferous critics are content to push wave after wave of mini-surveys into the feedback ocean, using Survey Monkey and derivatives, many with questionable statistical backup and design and even more questionable motives about how the data will be used.

The “nay sayers”

Just as many supporters will pragmatically point to:

– its professional and credible design in a world of “hearts not minds”

– the fact that it’s easier to use than the negative press implies

– the consistency of repeat and benchmarked data

– left brain supporters in the boardroom who prefer to “fly to quality”

Unfortunately having over-crowded the “survey space” with social-media derived polls hatched in garden sheds and on kitchen tables, suggesting a hundred different takes on engagement/the future of internal comms etc, the flotilla of critics haven’t done themselves too many favours. Consequently Q12 isn’t showing any real sign of losing its influence, particularly in an age when trust is in short supply.

As for our take, well we favour simplicity and action over analysis paralysis.

But we wouldn’t say no to the black stuff when the mood takes us!

So what about you?.

Are you a Q12 lover or a hater?



1 thought on “The persistence of Gallup’s Q12

  1. Pingback: The survey and referendum culture: we’re not waving but drowning! | The Brand Trilogy (TBT)

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