• by Richard Whitman , Columnist, April 29, 2020

Dentsu has released the results of a third consumer survey it conducted related to the United Nations’ Sustainable Development Goals. 

It polled 1,400 people of all ages across Japan and is aimed at assessing changing rates of awareness, lifestyle intentions and so forth, compared to previous surveys.

Among other results, it found consumers hope to see across-the-board increases in teleworking and sharing economy initiatives.  

Curiously, the company added a footnote indicating that due to the COVID-19 crisis responses about teleworking and the sharing economy, results are expected to have “changed substantially” since the survey was conducted.

OK, so events kind of overtook your survey results before you were able to publish.

My question is: Why publish results you believe are obsolete? Why not shelve those results and chalk it up to the cost of doing business and redo the survey so the findings are actually relevant?

Just asking.