From:
Columbia Business School Professor Vicki Morwitz spoke with Fortune reporter Phil Wahba about why traditional customer surveys are losing relevance in an era of data abundance. Morwitz explained that many companies already possess vast amounts of behavioral data—from purchases to browsing patterns—making repeated surveys feel redundant and fatiguing for consumers. She noted that while surveys can still offer value when designed thoughtfully, firms increasingly need to rely on observed behavior and advanced analytics to understand customer needs, preferences, and pain points. Morwitz emphasized that the future of customer insight lies in integrating rich data sources rather than overburdening consumers with feedback requests.
