Intellicast

What do car dealership surveys, goldfish, and chatbots have in common? They all come up in this episode of Intellicast, where Brian and Mary sit down with Lorin Drake, a Consumer Insights Strategist at Publix, to discuss all things respondent experience. It is a refreshingly honest discussion about what’s broken in the world of survey design—and how to potentially fix it. The episode begins with Lorin delving into his background, explaining how he got into market research and ultimately ended up at Publix. Lorin then shares highlights from his IIeX presentation, “Surveys are Dead, Long Live Surveys.” This leads into a larger conversation about how improving the respondent experience can improve data quality. Lorin lays out a path forward, including short LOIs, gamified surveys, more engaging question types, and additional features – all of which contribute to a more human-centric approach to data collection. A few key takeaways: Survey fatigue is real: Response rates are falling, especially for surve