Traditional customer surveys, endless feedback requests, and Net Promoter Scores (NPS) are failing both consumers and brands. What should modern companies do instead.

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Head of Content & Media

Published on October 21, 2026 • Last updated on October 21, 2026 • 3 minutes read

Table of Contents

Table of Contents

Are customer surveys officially dead?

In this episode of Conversations with MarTech, we sit down with Mark Trussel, general manager, voice of customer, at Quantum Metric and co-founder of OpinionLab.

We’re going to dive deep into why traditional long-form surveys, endless feedback requests, and Net Promoter Scores (NPS) are failing both consumers and brands — and what companies must do instead to truly understand customer behavior.

Episode highlights

The death of traditional surveys: Why more than 50% of consumers stop responding to direct surveys and silently walk away from brands that ignore them.

Behavior vs.…