Good Surveys vs. Bad Surveys: Why It Matters More Than You Think

If you enjoyed my last post, Designing with the End in Mind: Why Every Great Strategy Starts

with Clarity, this topic builds on that same idea. Clarity doesn’t just matter in strategy, it also

matters in research.

Surveys are one of the most common tools in marketing, but they can easily go wrong. A good

survey helps you understand people. A bad one only gives you numbers that don’t mean much.

I’ve seen businesses invest in research that looks great on paper, only to realize their questions

were too broad or confusing to give them real direction.

A strong survey is focused. For example, if a coffee shop asks, “How do you feel about our

service?” the answers might be too general to use. But if they ask, “How satisfied were you with

the speed of service during your last visit?” That's data they can act on. The difference is that one

gathers opinions, and the other gathers insights.

It’s also not about how many people take the survey. More responses don’t always mean better

data. If a skincare brand wants feedback on a new anti-aging serum, but most respondents are

under 25, the results won’t reflect the audience they actually need to reach.

The best surveys are built with intention and relevance in mind. It’s not about collecting as many

opinions as possible, but about asking the right people the right questions. That’s what turns

feedback into insight, and insight into action.