Summary: Even though surveys may be faster and cheaper than other research methods, they are not suited to all research goals.
Surveys are one of the most frequently utilized research methods by UX designers and researchers. According to a 2019 Nielsen Norman Group study , 99% of UX researchers who responded said they run surveys “at least sometimes,” indicating that the practice is nearly ubiquitous. Unfortunately, this frequently used method is often applied incorrectly, resulting in unreliable and useless data.
Despite their popularity, surveys have a shaky reputation amongst UX thought leaders, and have earned both words of caution and scorn over the years.
In her book, Just Enough Research , design consultant Erika Hall wrote that,
