Surveys are common currency in data-driven improvement. The allure of surveys is easy to understand. Thanks to mobile technology, surveys are more easily designed and deployed now than ever before. They offer the veneer of scientific objectivity. Results can be auto-generated in colorful graphs and pie charts. However, the apparent ease of survey design does not necessarily mean that surveys are always the best option for gathering data nor does it guarantee that surveys will be well designed to elicit the information...