You may have seen the Wristly survey data about Apple Watch. Wristly claims to show Apple Watch customer satisfaction is higher than with iPhone and iPad. I like the Apple Watch, and customer satisfaction with it may indeed be that high.
But I’m completely disregarding Wristly’s data and any resulting conclusions. For two reasons:
1. Wristly data includes input from people who a) visited its web site and b) proceeded, there, to sign up for its survey panel. That is a very poor method of building a panel of consumers to survey. It tends to add consumers who really like the product and are eager to participate in surveys. Would you say that defeats the purpose of measuring customer satisfaction? I would. It reduces the randomness in the sample. Wristly’s sample may consist of other consumers, but the practice I outlined is a warning sign.
2. Wristly then compares the results from its survey to the results from another survey organization, ChangeWave. Its intent is to show that Apple Watch customer satisfaction is even higher than it was for the iPhone and the iPad (as measured by ChangeWave). Sure, that’s an interesting thing to do. But unless Wristly and ChangeWave used the same methods, it’s a poor practice. And the change (or increase) in satisfaction between ChangeWave’s last survey and Wristly’s may well be in the margin of error for Wristly’s flawed data set (point 1, above).
So again, I think the Apple Watch is a good product, and it’s the product I choose to use. Customer satisfaction is probably at a very healthy level. But I don’t put any stock in Wristly’s numbers, whether they claim success or failure.