As insights and decisions become more data driven, it’s not surprising to have initiatives questioned with, “Do you have the data to back that up?” And this is a good thing. People are making more informed decisions without having to rely overly much on the uncertainty of hunches. But to many companies, obtaining feedback is often seen as something that is out of their control. Sure, you can spruce up survey invitations and hit your customers’ inboxes with catchy....

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