A current market research survey being undertaken by NZ Post has caused some concern which has led to the Privacy Commissioner making a statement that people should not feel compelled to complete the survey.

It seems that some people had believed that they survey was compulsory since it was being sent by NZ Post. While I have not seen the survey invitation the story does highlight the valid issue that surveys sent by some state owned enterprises or Government departments may make people concerned due to the perceived authority of the sender. Most survey senders are loathe to stress the point that the respondent does not have to complete the survey (this would do nothing to help survey response rates) but in this instance it would have been worthwhile stating.

What seems to have worried people most is the level of detailed personal data that the survey asked for. While this information is seen by marketers as marketing gold I think the general public has wised up about simply giving away their details to anyone that asks. The risks are too high (i.e. identity theft or just receiving a flood of irritating targeted direct mail) so you should really just ask for what you need, otherwise you risk ending up with a low response rate as well as alienating the people you want to get close too.