Once worked for a commercial survey firm. We loved those which paid a fee for participation - got all our friends, neighbors and relatives to participate and pre-briefed them to lie about their prequalifications and say mostly positive things so they'd get their money and the client would love our results and return for more. Remember the luxo-slug "hand-built sportscar" Buick Riata? That's one of the reasons Buick fielded that turkey. Baloney in, baloney out, and Buick took a beating in the end.