Developing
The figure and claims are uncited, modelling results are described but not shown, and the page spells the guest's name two ways.
In 60 seconds
- Over 50% of consumers reportedly stop responding to direct surveys and may leave brands that ignore them; no source or method is given.
- Pairing session-based behaviour data with attitudinal data can make feedback predictive, the guest says.
- Treating NPS as strategy or a compensation target can push teams to manage the score instead of serving customers.
- AI and lookalike modelling can estimate the "silent majority" who never complete surveys; feedback should trigger actions in real time.
Impact Layer
- What changed
- A vendor executive argues the standard survey-based feedback model is breaking down.
- Why it matters
- If surveys reach fewer people, teams may need behavioural signals to understand customers.
- Who is affected
- CX, insights and marketing leaders running feedback programmes.
- Martech stack area
- Analytics, Customer Experience
- Stack impact
- Check your survey response rates over time and consider pairing feedback with behavioural data before changing your programme.
- Business impact
- Low An episode summary by MarTech's Mike Pastore. The guest, Mark Trussel of Quantum Metric, works for a vendor in this space, so views may reflect commercial interests.
- Related technologies
- What to watch
- Independent data on survey response decline.
MarTech’s Mike Pastore summarised on October 21, 2026 an episode of the “Conversations with MarTech” podcast with Mark Trussel (also spelled “Treschl” in the episode guide), general manager of voice of customer at Quantum Metric and co-founder of OpinionLab.
The claims
- Over 50% of consumers reportedly stop responding to direct surveys and may leave brands that ignore them. No source or method is given.
- Long-form surveys, frequent feedback requests and NPS are failing consumers and brands.
- Pairing session-based behaviour data with attitudinal data can make feedback predictive rather than retrospective.
- Treating NPS as a business strategy or compensation target can push teams to manage the score instead of serving customers.
- AI and lookalike modelling can estimate the “silent majority” who never complete surveys.
- Feedback systems should trigger actions in real time, while customers are still engaged, and companies should prioritise targeted, higher-quality insight over volume.
Caveats
The article cites no sources or methodology for the 50% figure or other claims, and modelling results for the silent majority are described but not shown. The guest works for a vendor in this space.
Our read
The point about NPS as a target is a fair warning. Look at your own survey response rates before you act on the rest.
Sources
- MarTech: It's time to re-think voice of the customer programs (opens in a new tab)
Source for the episode summary, the guest's claims and caveats.