Anything you can make small, I can make smaller, I can make anything smaller than you. No you can’t. Yes I can.
Up for examination today is parallel research being conducted using Google Consumer Surveys on the Garnet Hill catalog and the Sundance catalog.
Nothing wrong with the concept here: showing respondents a page from your catalog is a great way to get respondents to react. But in execution, showing Google Consumer Surveys respondents an illegible page from your catalog can only antagonize respondents, and disrespect them. Same with this copy-cat execution from Sundance:
Given that Google’s question type has such a small window for an image to appear, Do-It-Yourself researchers are encouraged to be ruthless when deciding what image (or what kind of image) might work in that space. Respondents will be able to make out about as much as they could on a postage stamp at 24 inches. Go get a postage stamp, and put it into your hand, extend your arm as far out as you can, keeping your elbow straight, and then stare at the stamp. That is about what the typical respondent will see when using Google Consumer Surveys to look at an image. They’ll be able to tell Elvis from the Liberty Bell, but not much more.
If you are not sure whether your logo, or your advertisement, or your catalog will show up well in Google Consumer Surveys Do-It-Yourself tool, talk to a professional researcher. A professional researcher can help you in two seconds make a judgment about what will and will not work in DIY.
Back to the examples at hand, it appears that an outfit called Webster Capital in Waltham MA is the common link between Sundance and Garnet Hill. Based on this, be on the lookout for similar research on the Frontgate, Ballard Designs and Norm Thompson catalogs. Tell us if you come across Google Consumer Surveys (GCS) examples from any of these catalog houses, and whether the art is legible or illegible. As always, make a note of when you see what you see and where you saw it.