**Module:** Surveys

Customisable survey forms with logic branching collect structured feedback from customers so you understand their real needs.

## Copy

Understanding customers requires asking them—but most survey attempts produce data that's superficial or misleading. Questions get answered literally regardless of intent. Conditional paths lead to irrelevant follow-ups that frustrate respondents. Results arrive unstructured, requiring manual analysis that rarely happens. The investment in surveys produces insights that are either obvious or unusable.

This module produces survey data that's actually useful. Customizable forms let you ask the right questions in the right ways. Logic branching guides respondents through relevant paths based on their answers, collecting meaningful data without respondent fatigue. Structured results arrive ready for analysis. The result is surveys that reveal real needs, not surveys that confirm assumptions.

For copywriters: Focus on the survey失望—the investment in feedback collection that produces unusable results. Position structured surveys with logic as the mechanism that makes customer understanding actionable. The audience should recognize their own survey failures and how poor design created poor data.

## Ideas

- **Angle:** Design surveys that reveal real needs—logic branching that collects meaningful data, not just responses
- **Audience:** Product managers, market researchers, customer experience leaders, marketing analysts
- **Pain points:** Superficial survey data, irrelevant follow-ups, unstructured results, unusable insights, survey fatigue
- **Outcomes:** Meaningful data, relevant questioning, structured results, actionable insights, customer understanding
- **Vertical spins:** Product teams (feature feedback), B2B (buyer insights), hospitality (guest satisfaction), SaaS (user feedback)