That’s why 4 of 10 skip surveys
Aug 18, 2025
In our panel data, 36% of Swedes say surveys often don’t reflect who they are, and nearly 40% report they would participate more often if they had greater trust in the organization behind the survey.
Many surveys fail because people don’t recognize themselves in the questions, or don’t trust the sender. In our panel data, 36% of Swedes say surveys often don’t reflect who they are, and nearly 40% report they would participate more often if they had greater trust in the organization behind the survey.
This highlights a challenge for the entire industry: without relevance and trust, the insights risk becoming skewed. Instead of reflecting society as a whole, surveys capture only certain voices – making the insights less reliable as a foundation for decisions.
By being clear about purpose, transparent in method, and respectful of respondents’ time, trust can be built over time. When more people feel represented and confident in the process, the resulting insights become more reliable, and the decisions based on them stronger.
