The success or failure of the insights industry is entirely dependent on the quality of our relationships with the people who complete our surveys. At Maru/Blue we are committed to treating our respondents like people—people willing to share their time, opinions and experiences with us. We recently conducted video interviews with members of our Maru Voice UK community, and asked them what they like and dislike about doing surveys. We also solicited suggestions for improving the survey experience. The results reveal a need to radically change how the industry conducts research and how it treats respondents.

“Why do you say that?” “How important is value to you when choosing which brand of paint to purchase?” These kinds of questions get asked all the time. The answers they elicit are not just useless, they are misleading. They steer us away from the truth and instead provide us with false information that confirms accepted myths.

Customer feedback is vital for brands looking to protect and grow their market share. Understanding customer’s wants, needs and expectations means providers can better service customers through streamlined services, targeted product offerings and improved experiences. And businesses who work to actively improve customer service can, and will, see revenue grow.