The landscape of data collection has transformed dramatically. DIY survey builders like SurveyMonkey and Typeform make questionnaire creation accessible to anyone. Customer feedback widgets embed seamlessly into websites and apps. AI-powered platforms promise to generate synthetic consumer personas from existing data. In-app feedback tools capture user sentiment in real-time.
These digital feedback tools promise efficiency and accessibility. The narrative is compelling: remove friction, increase volume, accelerate decision-making. And many of these platforms are sophisticated, powerful tools when used correctly.
But democratizing access to data collection tools without democratizing expertise in data science creates a dangerous paradox. Companies aren’t making better decisions, they’re making worse decisions with greater confidence.
The problem isn’t the tools themselves. It’s the assumption that sophisticated technology automatically transfers sophisticated methodology.
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