This is a great topic, ​@SteveBelgraver! I was at an event recently, and someone in the group I was talking to -- from a major tech company -- said they strongly disliked surveys. It triggered a whole thought thread on this topic you’re posting about. I am not sure I have the answers, but I am very curious to hear what people think!

Focus groups in higher ed - because students don’t read emails😆

I’m glad that you raised this, ​@SteveBelgraver. The essential truth seems to be that people have a lot of choices and options for everything that they do, and everything that they interact with. And sometimes if they are engaged with content, products, brands, etc., they are willing to answer a few questions about that experience. (Having run surveys in the mortgage and healthcare/medical industries, it’s often been the case that customers are appreciative of being asked about their experience, especially when they haven’t been asked for feedback before.)

We also need to use our digital/Web analytics more effectively so that when we do ask questions, it’s very intentional. People don’t like being asked questions when they sense that you could have found the information yourself. And while there is something to be said for getting the customer’s exact point of view, I shouldn’t have to ask my customer what country they are coming from if I can also get that information from my Google Analytics. So it’s not just a matter of asking questions, but also one of observing and listening.