According to the Business Software Alliance, one in five of you Brits buy products off the back of spam emails. Even for a sponsored survey this figure seems preposterously high.
The slickest direct mail, carefully targeted, has little more than a one in 500 chance of getting answered. So to suggest that spam gets a response 100 times this figure suggests either some serious flaws in methodology or questions designed to prompt a specific answer.
Surveys are odd beasts at the best of times. They can be very useful but they are also very easy to fix by virtue of the questions asked, as Sir Humphrey explains in Yes Minister--a great favourite over in the US
The next time you read some market research ask yourself these questions: how many people took part, who are they and where do they live, who is writing it and, most importantly, who is paying for it.
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PUBG news and updates: November's Update #23 to bring new Skorpion pistol and changes to blue zone visibility
Genuinely useful side-arm coming to PUBG in Update #23