Since doing nothing isn’t a legitimate option, that leaves you with hiring a research firm or doing it yourself with a survey tool.  

A research firm will do the heavy lifting for you, but they’re expensive, they’re slow, they’re inflexible, and the results are almost always anonymous (which requires a lot of faith). 

A survey tool, on the other hand, while being cheaper requires a great deal of time and effort – scoping the project, crafting survey questions, building messages, analyzing results, producing presentations/studies, etc. In addition, how do you make sure you’re following best practices to maximize participation?   

These are the exact reasons we created Reaction. It’s a cutting-edge research platform with all the bells and whistles you could imagine – team collaboration, survey builder, messaging, imbedded best practices, analytical tools, dashboards, triggers, 3rd-party integration, sentiment analysis, et al – yet is so intuitive even a CEO can use it with almost no training.