I’m wary of online survey results as users just want to get through them as soon as posible. Their motivation is not helping you, it’s reaching the carrot at the end of the stick. I once had a prospective client who wanted to launch a health tourism website, he created a survey and came back to me excited about the results: people wanted to do travel tourism with four companions on average, one user even said he wanted to travel with 8 companions! Of course I was skeptical so I looked into the data.

Turns out it was all bot filled data, the survey company would give a monetary incentive to people who filled the survey, which is an open invitation to game the system.

Bad data is worse than no data at all, because it gives you false confidence in things that might be outright wrong.

I know Google is not naive and they probably filter out questionable data, but I have lost track of all the times I’ve responded that I live in Afghanistan (first item of the country dropdown) just to get through a sign up form designed by the marketing department.