Let’s be honest: the word “survey” has taken a hit.
• Methodologically sound instruments
• Designed with purpose and precision
• Tools that uncover deep insights, not just surface-level data
That’s because I come from the world of 𝗺𝗮𝗿𝗸𝗲𝘁 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 and 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 — where surveys are 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰, 𝘀𝗰𝗮𝗹𝗮𝗯𝗹𝗲, and 𝘀𝗰𝗶𝗲𝗻𝗰𝗲-𝗯𝗮𝗰𝗸𝗲𝗱.
But when most people hear “survey”?
They think:
• “That annoying pop-up asking me to rate my sandwich.”
• “A 20-question ‘how did we do?’ form after I clicked unsubscribe.”
• “Another NPS score nobody follows up on.”
And that’s the problem.
The Result?
People start saying things like:
• “Surveys are dead.”
• “We don’t need surveys — we have AI.”
• “Our VoC program is underperforming.”
But it’s not that surveys don’t work.
It’s that bad surveys have damaged the reputation of a proven method.
𝗔 𝗚𝗼𝗼𝗱 𝗦𝘂𝗿𝘃𝗲𝘆 𝗜𝘀 𝗡𝗼𝘁 𝗮 𝗙𝗼𝗿𝗺 — 𝗜𝘁’𝘀 𝗮 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗧𝗼𝗼𝗹
Real surveys — the kind built by trained insight professionals — do things like:
• Identify customer segments and needs
• Test new product concepts before launch
• Track shifting perceptions over time
• Connect CX metrics to actual business outcomes
They’re not just about listening — they’re about learning.
They’re not just “customer voice” — they’re customer truth.
𝗪𝗵𝘆 𝗧𝗵𝗶𝘀 𝗠𝗮𝘁𝘁𝗲𝗿𝘀 𝗳𝗼𝗿 𝗖𝗫, 𝗚𝗿𝗼𝘄𝘁𝗵, 𝗮𝗻𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆
If you throw out surveys based on bad experiences, you miss out on:
✅ Real-time, structured insight
✅ Statistically reliable data
✅ Actionable findings tied to revenue and retention
✅ The connective tissue between what customers say and what they do
You also confuse survey tools with VoC strategy — and that’s a whole different problem.
𝗟𝗲𝘁’𝘀 𝗥𝗲𝗯𝘂𝗶𝗹𝗱 𝘁𝗵𝗲 𝗕𝗿𝗮𝗻𝗱
It’s time to reframe what “survey” means.
Not a checkbox.
Not a dashboard metric.
Not an automated email nobody reads.
A well-crafted, insight-generating instrument that helps you:
• Understand your customers
• Improve their experience
• Drive real business outcomes
That’s the survey I stand behind.
Ready to move from survey fatigue to survey impact?
Let’s rebuild the real value of surveys, one insight at a time.
Let’s connect and build better insights together.
