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I have no words
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Some people do them seriously. Also there's more in-depth versions of this; for example people describe how they brush their teeth in detail and what they like about the experience (basically, the mint). Those usually pay reasonably well.
If these surveys are done well, they have consistency checks and questions that help them determine how honest you're being. But it's up to the company paying for them to make sure that the marketing firm is getting them real data.
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That's... weird. Did they really think they could find somebody that said "Tide" unprompted?
Why didn't they do the normal thing and just fake it?