Five reasons to use surveys in communication

Many communication efforts start with a message. But truly great communication often starts even earlier – with understanding the recipient. Surveys can help narrow the gap between what we want to say and what actually gets through. Sometimes they also reveal things we didn’t even realize we were missing.

At its core, communication is about something quite human: being understood. Yet anyone who works in communication knows it’s not always that simple. A message can feel crystal clear internally and still land completely differently with the recipient.

That’s not because anyone did something wrong. It’s because of reality. The recipient has their own everyday life, experiences, and questions. Somewhere in there, a gap opens between what we want to say and what’s actually perceived. That’s exactly the gap surveys can help us understand.

At Novus, we often talk about five key reasons why surveys are so valuable – and sometimes crucial – in communication work.

1. To narrow the gap between intention and experience

Many organizations put a lot of effort into formulating clear messages. But it’s only when you ask the recipients that you find out what actually sticks. Sometimes the difference is small – a word, a phrasing, a tone. But those small details can make a big difference in how the communication is perceived.

Surveys help us see where communication works as intended and where the recipient interprets it in a completely different way.

2. To make communication more relevant

Relevance doesn’t come from saying something we ourselves think is important. It comes from the recipient feeling “this concerns me.” Organizations often have a lot they want to share, but the recipient mainly listens for what feels important in their own everyday life.

Through surveys, it’s possible to understand which issues people care about, what language they use, and what makes communication feel relevant. When communication starts there, it often becomes both clearer and more effective.

3. To reduce risk and misguided investments

Communication efforts cost both time and resources. Sometimes decisions are based on what feels reasonable in a meeting room… and sometimes that’s right too.

But not always. Surveys can help organizations make more informed decisions and reduce the risk of investing resources in things that don’t achieve the desired effect.

4. To be able to prioritize

One of the most common problems in communication isn’t a lack of ideas. It’s that there’s too much to do. Surveys can help clarify what matters most to the recipient – what’s working well, what’s creating friction, and what needs to be developed. That makes it easier to prioritize, but sometimes also to dare to deprioritize; doing more is often easy. Doing less, but doing the right things, requires a bit more knowledge.

5. To create internal alignment

Communication is often discussed in terms of opinions and experiences:

“I think the target audience wants more of…” or “I feel like we should…”

Experience is valuable, but when joint decisions need to be made, having a shared knowledge base is a real strength. Surveys don’t always provide a definitive answer, but they help us see communication from the recipient’s perspective. That often shifts the internal discussion from opinion to direction.

In the end, surveys for communication purposes really come down to something quite simple: listening.

When communication starts there, it usually becomes both clearer, more relevant, and more valuable to the people it’s meant for.

And sometimes the results also spark another important feeling: Curiosity.

Why is it perceived this way? What’s behind it? What can we do better?

Annelie Önnerud
Advisor at Novus