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The most unusual response to a survey question.

We surveyed the marketing directors of the 7 largest oil companies on the planet.

We’ve surveyed state legislators, orthopedic surgeons, movie producers, Mexican cell phone users, and German businessmen. We’ve surveyed CEOs, CFOs, IT directors and consumers of virtually every kind of consumable.

The answers to many of the survey questions are often surprising. Not always, but often.


Here’s an example.

The relationship between the United States and Russia has gone through its ups and downs. There was the Cold War, of course – if a Russian was caught having a conversation with an American in Moscow in the 80s, Lubyanka awaited.

What a change after Gorbachev dissolved the Soviet Union in December of 1991.

It was just 6 months later, in June of 1992 that I handed my passport to the surly immigration officer at Moscow’s Sheremetyevo airport.

I subsequently traveled to Moscow several times in the 90s and, in so doing, developed a close relationship with the senior executives of the Russian Ministry of Internal Affairs (MIA) – the federal Russian police (like the FBI).

It was a fascinating relationship, made more so because the MIA execs were fascinated with survey technology.

You may have seen this picture previously but, if not, this is a snapshot of me delivering a talk to 50 senior MIA executives in an historic conference room in the headquarters of the MIA. Yes, that’s a picture of Lenin behind me.


In the course of my meetings with a Colonel Pylov, he “confessed” that they were having trouble recruiting police – could we conduct surveys to help?


The survey of Russian police required bilingual surveyors and tabulators but, once completed, the answer to the key question was startling. Though it really shouldn’t have been.

“What was the primary reason that you joined the MIA?”

“To get free transportation on the metro.”


Yes. Ordinary Russians didn’t own cars in the late ’80s and early ’90s when these policemen would have originally joined the MIA. And police rode free on the metro. This was a big benefit.

There is more to the recruitment story, but I tell this to make the simple point: you don’t really know until you survey.


Something we have been doing for more than 25 years.

If you want to know what your customers think about your products or service, or what will motivate your prospects to buy from you as opposed to your competitors, call us or shoot us an email.


Bruce Wiseman
President & CEO
On Target Research


“On Target Research is fantastic. Their ability to extract relevant and powerful data from C-level executives is remarkable. In the short period of time, we were able to get profound insight into the hearts and minds of our potential clients. The research is invaluable for all of our marketing branding and sales initiatives.”

MA – President