Making Survey Data Count: The Overlooked Advantage in Modern Marketing

Our Group Services Director Horst Feldhaeuser writes for Advertising Week on making your survey data count. 

In today’s data-saturated world, marketers are inundated with numbers—from clickstreams and CRM records to sales transactions and social engagement metrics. The volume of data created globally now exceeds 402 million terabytes per day, a number expected to nearly double by 2028 as we enter what experts are calling the Yottabyte Era. 

Yet amidst this digital deluge, a surprising contradiction persists: 87% of marketers say data is their most underutilized asset.

“The winners won’t be the companies with the most data. They’ll be the ones that use it most meaningfully.”

The Missing Piece: Survey Data

So where’s the disconnect?

One answer lies in the treatment of survey data—a rich source of insight that too often gets overlooked. Unlike behavioral data, which tells us what people do, surveys reveal why they do it. They capture intent, perceptions, motivations, and beliefs—critical indicators of future behavior that no dashboard clickstream can deliver.

“What behavioral data offers in precision, survey data provides in perspective.”

Unfortunately, in many organizations, this kind of data is still trapped in PowerPoint decks, forgotten in folders, or siloed in inaccessible platforms. This not only limits its value, but wastes the time, money, and effort spent collecting it.

Using Data Better—Not Just More

A common misconception in marketing today is that more data means better decisions. But real progress comes from using the right data, in the right way.

Take, for example, a global mobile brand we worked with at Infotools. Their insights team was overwhelmed, spending countless hours compiling monthly reports for multiple markets. There was little time left for actual analysis.

By transitioning them to a self-service reporting system, we enabled brand managers to access KPIs on-demand. The insights team was freed up to focus on strategic analysis—like the time they provided competitive intelligence in seconds during a high-stakes acquisition meeting.

“This kind of change isn’t about cutting people out. It’s about elevating everyone’s role.”

Principles for Activating Survey Data

To help organizations truly unlock the value of survey data, here are five key principles Horst recommends:

1. Keep the Structure Intact

Survey data is unique. It contains weights, coded variables, and multiple-response formats that must be preserved to maintain validity. Flattening it into generic dashboards strips away the very nuance that makes it powerful.

2. Design for Exploration

Insights happen faster when users can slice and dice data by segment, region, or timeframe—without waiting on analysts.

3. Automate the Mundane

Let machines handle the repetitive stuff: monthly reports, recurring KPIs, and standard queries. That way, your team can focus on storytelling and strategy.

4. Empower Collaboration

Insights improve when researchers and decision-makers work together. Use tools that allow shared access, real-time updates, and contextual dialogue.

5. Link to Business Impact

If your survey data isn’t driving action—faster launches, smarter investments, cost savings—it’s just a line item. Research becomes truly valuable only when it leads to business change.

“Until something changes in the business, research is just a cost.”

Survey Data as a Force Multiplier

At the most successful organizations, survey data isn’t a static report—it’s a living asset. It evolves with the business, informs decisions, and amplifies the value of all other data sources.

That’s what’s required in today’s landscape—not more data, but more meaning. As we race toward 181 zettabytes of global data creation by 2025, it’s not about how much information you have. It’s about how well you use it.

“Survey research, properly handled, delivers meaning. And meaning is what moves businesses forward.”