Is There Value in Surveying Your Customers Online?

At the heart of the issue is the unconscious mind. We rely on it far more than we’d ever like to believe and, with no direct access to its workings from our conscious mind, we're poorly placed to represent our thoughts in surveys.

Understanding how the unconscious mind shapes consumer behavior is both fascinating and, initially, a little unsettling. We're extremely susceptible to influences outside of our awareness. It’s the reason that moving a logo a few inches on a website can increase sales, or reducing the number of choices offered will often increase conversion. It explains why providing more search engine results per page can result in traffic declining and how reducing a map’s size by 25 percent can cause traffic to increase by a similar amount.