What Happens When We Get Surveys Right?
- egonzalez267
- 3 days ago
- 1 min read
Market researchers know the mechanics of surveys inside and out. We obsess over sample quality, phrasing, order effects, drop-off points—you name it. But every now and then, there’s that moment where all the craft and rigor come together to produce something more: true insight.
“There’s an awesome feeling of delight,” says Kevin Karty, “when you deliver this insight to a client that just opens their eyes.”
In our latest podcast episode, Kevin joins us to talk about the difference between surveys that simply check a box and those that actually drive change. He shares experiences where cleaning up a poorly designed instrument—or reframing a question just slightly—led to a completely new level of understanding for stakeholders.
We’ve all seen it: the survey that was technically fine but failed to move the needle. What Kevin emphasizes is that our job isn’t just about executing surveys well. It’s about designing them to surface answers that challenge assumptions, clarify direction, and influence real decisions.
Those "aha" moments don’t happen by accident. They happen when the research is intentional, the design thoughtful, and the interpretation sharp.
Tune in to the full conversation with Kevin:🎧 Listen here
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