I hate to do it, but I'm going to rely on a tried-and-true metaphor to drive home the importance of setting realistic benchmarks for your survey program. Here we go.
I constantly see walls of magazines in grocery stores with headlines like, “20 minutes to lose five pounds!” or “Slim down two sizes in two weeks!” The magazines are adorned with photos of impossibly fit models yet usually placed right next to Snickers bars in the checkout aisle. Despite the....