The folks at Future Now are skeptical of surveys. They can annoy customers. The questions themselves tend to reflect the bias of the person or company asking them. At best, they offer directionally-correct information, which is often taken out of context and used to replace an old assumption with some shiny new (and equally dangerous) one.
The great thing about Web Analytics is that it allows you to see how people are using your site — without surveying them. But there are things your Web Analytics can’t tell you. That’s when a survey can help. When handled correctly, surveys can provide a good starting point for gathering qualitative data about the customer experience.
Author: Robert Gorell
Subjects: IT / Technology / E-Business, Market Research, Marketing / Sales