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Saving Survey Research from Itself with Caroline Jarrett
Survey research is in trouble—and Caroline Jarrett explains why. Returning to the podcast to preview the upcoming UXR Tools Summit, she and Lou Rosenfeld explore what’s really happening in the survey world and what researchers should be asking vendors right now.
They discuss collapsing response rates driven by constant, low-value feedback requests and the growing sense that many surveys are performative rather than useful. Caroline argues for fewer, smaller, more targeted surveys that respect people’s time and actually lead to change. The conversation also tackles AI in research tools, from synthetic users to automated analysis, and why human judgment still matters.
Caroline shares the key questions she plans to ask survey-tool vendors—especially around accessibility and panel management—and why researchers need better integration across tools and methods. She closes with a literacy-focused resource from the British Council tied to her passion for designing for people with low literacy.
What You'll Learn from this Episode:
Quick Reference Guide:
0:13 – Meet Caroline and learn her role in the Advancing Research Conference
5:13 - Recent trends that have impacted how research should design and run surveys
8:15 - When surveys feel routine and performative
10:18 - Areas of improvement in uptake and responses
13:58 - How AI is making a difference in designing surveys and analyzing data
18:55 - How vendors view the utilization of AI
23:58 - Why you need the Rosenverse
26:12 - Caroline’s questions for survey tool vendors
31:11 - Integration and triangulation
36:20 - Caroline’s gift for listeners
Resources and Links from Today's Episode:
Forms That Work - by Caroline Jarrett and Jerry Gaffney https://www.amazon.com/Forms-that-Work-Interactive-Technologies/dp/1558607102
Surveys That Work - by Caroline Jarrett https://rosenfeldmedia.com/books/surveys-that-work/
Advancing Research and the UXR Tools Summit - March 10-12, 2026 https://rosenfeldmedia.com/advancing-research/
British Council’s LearnEnglish’s restaurant menu page https://learnenglish.britishcouncil.org/skills/reading/a1-reading/restaurant-menu
Quotes:
“This problem of being over-invited under usefulness of the survey experience is threatening the whole of survey research, and that trend has now started to affect national statistical agencies.”
“A really well-designed survey will go to the smallest sample that is appropriate for the effect that you're trying to achieve.”
“Do smaller surveys more often. Keep it small. Keep it frequent.”
“If you’re selling to people, you’re going to have to actually engage with people.”
View all episodes
By The Rosenfeld Review Podcast (Rosenfeld Media)
4.6
2020 ratings
Survey research is in trouble—and Caroline Jarrett explains why. Returning to the podcast to preview the upcoming UXR Tools Summit, she and Lou Rosenfeld explore what’s really happening in the survey world and what researchers should be asking vendors right now.
They discuss collapsing response rates driven by constant, low-value feedback requests and the growing sense that many surveys are performative rather than useful. Caroline argues for fewer, smaller, more targeted surveys that respect people’s time and actually lead to change. The conversation also tackles AI in research tools, from synthetic users to automated analysis, and why human judgment still matters.
Caroline shares the key questions she plans to ask survey-tool vendors—especially around accessibility and panel management—and why researchers need better integration across tools and methods. She closes with a literacy-focused resource from the British Council tied to her passion for designing for people with low literacy.
What You'll Learn from this Episode:
Quick Reference Guide:
0:13 – Meet Caroline and learn her role in the Advancing Research Conference
5:13 - Recent trends that have impacted how research should design and run surveys
8:15 - When surveys feel routine and performative
10:18 - Areas of improvement in uptake and responses
13:58 - How AI is making a difference in designing surveys and analyzing data
18:55 - How vendors view the utilization of AI
23:58 - Why you need the Rosenverse
26:12 - Caroline’s questions for survey tool vendors
31:11 - Integration and triangulation
36:20 - Caroline’s gift for listeners
Resources and Links from Today's Episode:
Forms That Work - by Caroline Jarrett and Jerry Gaffney https://www.amazon.com/Forms-that-Work-Interactive-Technologies/dp/1558607102
Surveys That Work - by Caroline Jarrett https://rosenfeldmedia.com/books/surveys-that-work/
Advancing Research and the UXR Tools Summit - March 10-12, 2026 https://rosenfeldmedia.com/advancing-research/
British Council’s LearnEnglish’s restaurant menu page https://learnenglish.britishcouncil.org/skills/reading/a1-reading/restaurant-menu
Quotes:
“This problem of being over-invited under usefulness of the survey experience is threatening the whole of survey research, and that trend has now started to affect national statistical agencies.”
“A really well-designed survey will go to the smallest sample that is appropriate for the effect that you're trying to achieve.”
“Do smaller surveys more often. Keep it small. Keep it frequent.”
“If you’re selling to people, you’re going to have to actually engage with people.”