The Future of Data (and the Death of Surveys)

The demand for “metrics” is increasing. At the same time, data availability is accelerating. More, the availability of survey software like SurveyMonkey has driven down both the cost and accessibility to survey tools. In economic parlance, we’ve seen both supply and demand shift out. As the chart shows, the end result is a lower price and a much higher quantity.  

This is in everywhere evident. Political and social issue polling has increased with a 24 hour news cycle, cable news channels, more independent research institutions, and think tanks. Surveys have become commonplace. I receive a survey invite each time I stay in a hotel, attend an event, close an account or any number of a host of activities. These invites enter my inbox with subject lines like “your opinion counts,” “please share your feedback with us,” “your recent stay at Renaissance,” or “would you recommend Hertz?”…