Gauge marketer trust in identity resolution and identity graphs. Measure confidence, validation methods, and decision drivers. Ready-to-use survey template.
What's Included
AI-Powered Questions
Intelligent follow-up questions based on responses
Automated Analysis
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Detailed Reports
Comprehensive insights and recommendations
Sample Survey Items
Q1
Chat Message
Welcome! This brief survey (about 6–8 minutes) explores trust in identity resolution and identity graph accuracy. Your responses are confidential and reported in aggregate only.
Q2
Multiple Choice
Which best describes your current marketing role?
Brand/Content marketing
Performance/Demand generation
CRM/Lifecycle/Retention
Product marketing
Growth/Acquisition
Media/Advertising
Marketing operations
Marketing analytics/Insights
Q3
Multiple Choice
Attention check: To confirm you’re paying attention, please select “I am paying attention.”
I am paying attention
I am not sure
I prefer not to say
Q4
Multiple Choice
Does your organization use identity resolution or a customer identity graph today?
Yes, in production
Piloting/testing
No, but considering
No, not considering
Not sure
Q5
Multiple Choice
Which solutions support identity resolution or your identity graph at your organization? (Select all that apply)
Customer Data Platform (CDP)
Master Data Management (MDM)
Marketing cloud suite
Advertising ID graph (ad-tech)
Homegrown/Custom solution
Data clean room
CRM/DMP
None of the above
Q6
Numeric
In the past 6 months, approximately what percentage of resolved identities were correct? (0–100)
Accepts a numeric value
Whole numbers only
Q7
Multiple Choice
If you are not using identity resolution today, what are the main reasons? (Select all that apply)
Insufficient budget
Privacy/compliance risk
Data quality/coverage concerns
Integration complexity
Lack of internal expertise
Unclear ROI or business case
Vendor credibility/trust
Stakeholder misalignment
We do not need it
Competing priorities
Q8
Opinion Scale
How confident are you in the accuracy of your identity resolution for current use cases?
Range: 1 – 10
Min: Not at all confidentMid: NeutralMax: Extremely confident
Q9
Numeric
What minimum match accuracy (%) would you require to go live today? (0–100)
Accepts a numeric value
Whole numbers only
Q10
Matrix
How problematic have each of the following been in the past 12 months?
Rows
Not a problem
Slight problem
Moderate problem
Serious problem
Critical problem
False positives (over-merging distinct people)
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False negatives (failing to link the same person)
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Stale or outdated identities
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Cross-device linkage errors
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Household vs. individual conflation
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Q11
Ranking
Please rank the following factors by importance for trusting identity resolution.
Drag to order (top = most important)
Underlying data quality/coverage
Deterministic vs. probabilistic method
Recency/freshness of the graph
Transparency and documentation
Independent third-party validation
Privacy compliance and controls
Ongoing monitoring and SLAs
Q12
Multiple Choice
Which methods have you used in the past 12 months to validate accuracy? (Select all that apply)
Holdout/ground-truth testing
Manual review/spot checks
Independent third-party audit
Match against deterministic keys (e.g., login/email)
Incrementality/lift experiments
Vendor-provided accuracy proof
Customer service feedback/returns
Production monitoring alerts
Q13
Matrix
How important are the following when selecting an identity graph provider?
Rows
Not important
Slightly important
Moderately important
Very important
Essential
Clear methodology disclosure
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Access to field-level documentation
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Explainability of matches
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Privacy certifications and compliance
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Service-level commitments/monitoring
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Depth of integrations with our stack
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Independent validation available
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Q14
Rating
How likely are you to evaluate or expand identity resolution capabilities in the next 12 months?
Scale: 10 (star)
Min: Not at all likelyMax: Extremely likely
Q15
Multiple Choice
What is your seniority level?
Individual contributor
Manager
Director
VP/Senior Director
C-level/Head of Marketing
Consultant/Agency
Q16
Numeric
How many years have you worked in marketing?
Accepts a numeric value
Whole numbers only
Q17
Multiple Choice
Approximately how many employees are in your company?
1–49
50–249
250–999
1,000–4,999
5,000+
Q18
Multiple Choice
Which industry best describes your organization?
Retail/Ecommerce
Financial services
Technology/SaaS
Media/Entertainment
Healthcare/Pharma
Travel/Hospitality
Telecom
Consumer packaged goods
Automotive
Other
Q19
Multiple Choice
Where are you primarily located?
North America
Europe
Asia-Pacific
Latin America
Middle East/Africa
Q20
Long Text
What else would most increase your trust in identity graphs and match accuracy?
Max 600 chars
Q21
AI Interview
AI Interview: 2 Follow-up Questions on Identity Resolution and Graph Accuracy
AI InterviewLength: 2Personality: Expert InterviewerMode: Fast
Q22
Chat Message
Thank you for participating! Your feedback helps improve identity resolution and graph transparency.
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