I was surprised that an Internet company would commission a survey without contrasting it to actual behavior. What consumers say and how they actually act are not always the same thing. That is why we have web analysis and other methods which measure actual consumer behavior.
While there is a place for surveying customers, I would have expected Linkedin which accepts online advertising to complement the survey with click through and conversion statistics. Hopefully they will include that in their next report.
Another problem with these kinds of surveys is that they generalize. What they report may not be relevant to:
- The segment you are targeting
- The product you are marketing
- Your target geographic location
These online surveys may be fun to read, but if you want to improve your bottom line, there is no substitute for PPC ad testing.