“Tell the truth, do you look forward to filling out and responding to surveys? They are one of the most invasive forms of one-way communication. From the exit interview to the “how did we do?” after your car has been serviced, surveys seem to be the only time a company explicitly requests your opinion – when you’re on your way out.”Innovation: Customer SURVEYS are Dead
I was reading FastCompany’s article above and I have to agree. Contextual research, in the vein of ethnographic research has been recognized as a higher quality method of gathering feedback. In my opinion, online and paper surveys are one step down the quality ladder of user / customer feedback.
So, it comes down to budgets and timelines. If the project has a small budget the online survey / paper survey may be the right option.
Keyword: Daniel Montano, Dan Montano, user experience design, information architect