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  • Survey software 101: Answers to the most common questions about surveys

    Survey software 101: Answers to the most common questions about surveys


    Surveys are one of the most effective tools for collecting structured and unstructured feedback—and the right survey software makes it easier than ever to do so at scale.  

    Whether you’re measuring customer satisfaction, checking in with employees, or researching new markets, knowing how and when to use surveys can make all the difference. 

    In this quick guide, we’ll tackle the most frequently asked questions about surveys and survey tools, so that you can turn feedback into action with confidence. 

    What is the definition of a survey? 

    A survey is a method of collecting data from a defined group of people to gain information and insights on various topics, behaviors, opinions, or experiences. Surveys typically consist of structured questions and are delivered via online forms, email, mobile apps, or in person. 

    What is the purpose of using a survey? 

    The purpose of a survey is to gather accurate and actionable data that helps organizations make better decisions.  

    Whether you’re fine-tuning a product, leveling up the customer experience, boosting employee morale, or spotting your next big market move, surveys help you gather the data you need to make smarter, faster decisions. 

    A survey and feedback platform—like Alchemer—helps you design, distribute, and analyze surveys. A robust survey platform should be able to automate data collection, ensure data quality, and integrate results into your existing workflows or analytics platforms, making insights more actionable. 

    Why is it important to run surveys? 

    Surveys are essential because they give your audience a seat at the table. Whether it’s customers, employees, or partners, surveys capture perspectives you might not see in everyday operations. They help you measure how people really feel, uncover what’s not working, and confirm whether your instincts are on point. 

    When should surveys be used? 

    You would do a survey when you have a clear goal, audience, and set of questions designed to inform a decision. With Alchemer, it’s easy to capture insights exactly when and where they matter most. Common moments to launch a survey include: 

    • Right after a customer interaction—like completing a purchase or resolving a support ticket 
    • In the middle of product development or beta testing—to make smarter iterations, faster 
    • After an event or campaign—to measure impact and improve next time 
    • On a regular cadence—to track employee or customer sentiment over time and spot trends early 

    With the right timing and tools, surveys become a strategic advantage—not just a checkbox. 

    Where do I make a survey? 

    There are many feedback and survey platforms on the market, each offering different strengths, from quick poll builders to enterprise-level research tools. When evaluating your options, look for a solution that balances ease of use with the power to scale and integrate across your business. 

    The best survey software includes: 

    • Drag-and-drop builders for quick, intuitive survey creation 
    • Pre-built templates to help you start with best practices 
    • Advanced logic and branching for personalized respondent experiences 
    • Flexible distribution methods like web, email, SMS, or in-app 
    • Real-time analytics and reporting to uncover insights fast 

    What are the 3 types of a survey? 

    Most surveys fall into one of three categories, each serving a unique purpose depending on what you’re trying to learn: 

    • Descriptive Surveys: These are designed to capture the “what”—they describe characteristics of a group based on structured feedback. Think customer satisfaction scores, employee engagement levels, or demographic profiles. The goal is to get a clear snapshot of your audience at a specific point in time. 
    • Analytical Surveys: Analytical surveys go a step further, aiming to understand the “why.” They explore cause-and-effect relationships by looking at how different variables interact—such as whether satisfaction impacts loyalty, or how usability affects conversion. These surveys often blend structured data with deeper segmentation and statistical analysis. 
    • Exploratory Surveys: Used early in decision-making, exploratory surveys are all about gathering unstructured feedback—ideas, opinions, or open-ended input you might not have anticipated. They’re especially useful in product development, brand positioning, or when entering a new market. Modern survey platforms use open text analysis and AI-powered sentiment tools to help extract themes, trends, and meaning from unstructured responses. 

    Each type has its place. When used together, they give you a richer, more complete view of your audience—and the confidence to act on what you learn. 

    What is the survey method? 

    The survey method refers to the systematic approach of designing and distributing surveys to collect data. It involves selecting a sample, creating questions, choosing delivery channels (email, SMS, web, etc.), collecting responses, and analyzing results. 

    How does survey software work? 

    Survey software works by guiding users through the process of building a survey, distributing it to a selected audience, collecting responses in real time, and analyzing results through built-in dashboards and reports. Advanced tools also allow for automation, logic branching, integrations, and role-based access for collaboration across teams. 

    So, which software is best for surveys? 

    The best survey software helps you go beyond just collecting feedback by enabling you to take action quickly and confidently. While many tools focus on basic data collection, Alchemer stands out by combining ease of use, fast time-to-value, and robust omnichannel capabilities.  

    With intuitive survey builders, seamless integrations, and powerful automation, Alchemer empowers teams to embed feedback into workflows, surface insights in real time, and make smarter decisions—without the need for complex setup or months-long onboarding. 

    If you want a platform that delivers both speed and impact, Alchemer gives you everything you need to turn feedback into business results—fast. 

    Ready to take your survey strategy to the next level? 

    Surveys are just the start. To truly understand your audience and act on what they’re telling you, you need a feedback approach that works across every channel. 

    Download our free e-guide, Customer Feedback is Everywhere: The Ultimate Guide to Omnichannel Feedback Collection and learn how to: 

    • Collect insights from every touchpoint—digital, in-person, and everything in between 
    • Break down silos between feedback channels 
    • Build a unified strategy that turns customer input into real business results 

    Whether you’re just starting with surveys or scaling your feedback program, this guide will help you get more value from every response. 



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  • Are NPS surveys still worth using?

    Are NPS surveys still worth using?


    At Alchemer, we’ve spent decades immersed in customer feedback, helping brands collect it, make sense of it, and take positive action. And people bring up one metric  in just about every conversation, it’s NPS. 

    So, let’s talk about it. What does NPS do well? Where does it fall short? And most importantly: does it still deserve a place in your customer experience strategy? 

    What are NPS surveys? 

    Before diving in, let’s first give a quick refresher on NPS surveys.  

    Fred Reichheld, in collaboration with Bain & Company and Satmetrix, developed the Net Promoter Score (NPS) around a single, powerful question: “How likely are you to recommend this product or service to a friend?”.  

    Customers respond on a scale from 0 to 10. Respondents who answer 9 or 10 are classified as Promoters—loyal enthusiasts likely to spread the word. Respondents who choose 7 or 8 are Passives—satisfied but unenthusiastic customers unlikely to promote or criticize. Anyone rating 6 or below is a Detractor—an unhappy customer who could damage your reputation through negative word-of-mouth. 

    To calculate your NPS, simply subtract the percentage of Detractors from the percentage of Promoters. A score above 75 indicates excellence and offers a quick snapshot of how your customers truly feel about your brand.  

    What NPS surveys are good for 

    Despite its simplicity, NPS has stood the test of time for a reason. When used correctly, it can offer valuable insights and help teams stay connected to the customer experience. Here are a few reasons why NPS still earns a spot in many feedback programs:  

    1. Simplicity 

    NPS is easy to roll out and easy to interpret. It doesn’t take a CX team weeks to analyze, you get an instant read on customer sentiment. That’s why companies across every industry, from airlines to leading SaaS platforms, still include it in their post-purchase or support surveys. 

    2. Real-time signals 

    Because the question is quick to answer, many companies deploy it right after key touchpoints—like after onboarding, a support interaction, or delivery. When responses start trending downward, that can be an early warning sign of a bigger issue. 

    3. Predictive power 

    NPS has been shown to correlate with future loyalty and revenue. Promoters often spend more, churn less, and refer others. For growth-focused teams, knowing where you stand today can help predict performance down the road. 

    4. Benchmarking 

    Because so many companies use NPS, it provides a common measurement tool. You can compare your score to industry averages, track progress over time, or even set internal targets by department or region. 

    Where NPS falls short 

    As helpful as NPS can be, it’s not without its flaws. On its own, a single score doesn’t always tell the full story—or provide the depth needed to drive real improvements. Here are some of the most common limitations teams run into when relying too heavily on NPS. 

    1. Insights often lack context 

    Here’s the catch: NPS tells you how customers feel, but not why. A score of 4 doesn’t explain whether the issue was product performance, pricing, customer service, or all of the above. 

    Unless you pair it with an open-ended follow-up or additional questions, NPS alone leaves teams guessing. 

    Advancements in AI and open text analysis tools have made open-text questions easier to analyze at scale, helping teams quickly surface nuanced themes and uncover meaningful insights into customer sentiment. 

    2. Results are not always actionable 

    You can’t improve what you don’t understand. A low score without additional detail isn’t helpful to your support team. Likewise, a high score might feel great—but without insights, it’s hard to know what you’re doing right or how to replicate it. 

    3. Overused and Misunderstood 

    Some companies lean too hard on NPS, treating it as a cure-all for customer insight. But customer experience is complex and nuance matters. Relying solely on a single number risks oversimplifying what should be a rich, ongoing dialogue with your customers. 

    The Verdict: NPS is a start, but brands need to go beyond 

    So, do NPS surveys still matter? Absolutely. But only when they’re part of a bigger picture and feedback program. 

    NPS is great at giving you a quick signal. But to truly understand your customers—and build lasting loyalty—you need to go deeper. That means asking smarter follow-up questions, analyzing trends over time, segmenting by persona or journey stage, and taking meaningful action based on what you learn. 

    The best organizations use NPS as the entry point, not the end point, for customer feedback.  

    At Alchemer, we help you connect that score to richer insights and real outcomes. Because knowing your number is just the beginning. Acting on it? That’s where the magic happens. 

    Still curious about how to elevate your NPS program? 
    Watch our latest webinar with Alchemer CMO Bo Bandy and SVP of Product & Services Ryan Tamminga.  



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