Marketer Trust in Identity Resolution & Graph Accuracy
Measures marketing professionals' confidence in identity resolution accuracy, validation practices, and vendor evaluation criteria. Designed for B2B research targeting practitioners and decision-makers responsible for customer identity strategy.
What's Included
AI-Powered Questions
Intelligent follow-up questions based on responses
Automated Analysis
Real-time sentiment and insight detection
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Detailed Reports
Comprehensive insights and recommendations
Template Overview
30
Questions
AI-Powered
Smart Analysis
Ready-to-Use
Launch in Minutes
This professionally designed survey template helps you gather valuable insights with intelligent question flow and automated analysis.
Sample Survey Items
Q1
Chat Message
Welcome! This survey (approximately 6–8 minutes) explores how marketing professionals evaluate identity resolution and identity graph accuracy.
Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential and will be reported in aggregate only for research purposes.
Q2
Multiple Choice
Which of the following 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
Other (please specify)
Q3
Multiple Choice
Does your organization currently use identity resolution or a customer identity graph?
Yes, in production
Piloting / testing
No, but considering
No, not considering
Not sure
Q4
Multiple Choice
Which of the following solutions support identity resolution 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
Other (please specify)
Q5
Multiple Choice
To the best of your knowledge, approximately what percentage of your resolved identities were correct in the past 6 months?
Below 50%
50–69%
70–79%
80–89%
90–95%
96–100%
Don't know
Q6
Multiple Choice
What are the main reasons your organization is not currently using identity resolution? (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
Other (please specify)
Q7
Opinion Scale
How confident are you in the overall accuracy of your organization's identity resolution?
Range: 1 – 7
Min: Not at all confidentMid: NeutralMax: Extremely confident
Q8
Multiple Choice
What minimum match accuracy would you require before deploying identity resolution in production?
Below 70%
70–79%
80–89%
90–95%
96–99%
100% (only exact matches)
Don't know / haven't defined a threshold
Q9
Opinion Scale
In the past 12 months, how problematic has each of the following been for your identity resolution efforts?
Duplicate or fragmented customer profiles
Range: 1 – 5
Min: Not at all problematicMid: NeutralMax: Extremely problematic
Q10
Opinion Scale
In the past 12 months, how problematic has each of the following been for your identity resolution efforts?
Incorrect cross-device or cross-channel matching
Range: 1 – 5
Min: Not at all problematicMid: NeutralMax: Extremely problematic
Q11
Opinion Scale
In the past 12 months, how problematic has each of the following been for your identity resolution efforts?
Stale or outdated identity graph data
Range: 1 – 5
Min: Not at all problematicMid: NeutralMax: Extremely problematic
Q12
Opinion Scale
In the past 12 months, how problematic has each of the following been for your identity resolution efforts?
Privacy or compliance violations related to identity data
Range: 1 – 5
Min: Not at all problematicMid: NeutralMax: Extremely problematic
Q13
Opinion Scale
In the past 12 months, how problematic has each of the following been for your identity resolution efforts?
Lack of transparency into how matches are made
Range: 1 – 5
Min: Not at all problematicMid: NeutralMax: Extremely problematic
Q14
Multiple Choice
Which of the following methods has your organization used in the past 12 months to validate identity resolution 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
None of the above
Q15
Ranking
Please rank the following factors from most to least important when evaluating trust in identity resolution.
Drag to order (top = most important)
Underlying data quality and coverage
Deterministic vs. probabilistic matching method
Recency and freshness of the graph
Transparency and documentation
Independent third-party validation
Privacy compliance and controls
Ongoing monitoring and SLAs
Q16
Opinion Scale
How important is each of the following when selecting an identity graph provider?
Match accuracy and precision
Range: 1 – 7
Min: Not at all importantMid: NeutralMax: Extremely important
Q17
Opinion Scale
How important is each of the following when selecting an identity graph provider?
Scale and coverage of identity data
Range: 1 – 7
Min: Not at all importantMid: NeutralMax: Extremely important
Q18
Opinion Scale
How important is each of the following when selecting an identity graph provider?
Ease of integration with existing tech stack
Range: 1 – 7
Min: Not at all importantMid: NeutralMax: Extremely important
Q19
Opinion Scale
How important is each of the following when selecting an identity graph provider?
Privacy compliance certifications and controls
Range: 1 – 7
Min: Not at all importantMid: NeutralMax: Extremely important
Q20
Opinion Scale
How important is each of the following when selecting an identity graph provider?
Transparency into matching methodology
Range: 1 – 7
Min: Not at all importantMid: NeutralMax: Extremely important
Q21
Opinion Scale
How important is each of the following when selecting an identity graph provider?
Ongoing accuracy monitoring and SLAs
Range: 1 – 7
Min: Not at all importantMid: NeutralMax: Extremely important
Q22
Opinion Scale
How likely is your organization to evaluate or expand its identity resolution capabilities in the next 12 months?
Range: 1 – 7
Min: Not at all likelyMid: NeutralMax: Extremely likely
Q23
Long Text
Based on your responses in this survey, what would most increase your trust in identity graphs and match accuracy?
Max chars
Q24
AI Interview
We'd like to explore your experiences with identity resolution in a bit more depth. An AI moderator will ask you a couple of follow-up questions.
AI InterviewLength: 2Personality: [Object Object]Mode: Fast
Reference questions: 7
Q25
Multiple Choice
What is your current seniority level?
Individual contributor
Manager
Director
VP / Senior Director
C-level / Head of Marketing
Consultant / Agency
Other (please specify)
Q26
Dropdown
How many years of experience do you have in marketing?
Less than 2 years
2–5 years
6–10 years
11–15 years
16–20 years
More than 20 years
Q27
Multiple Choice
Approximately how many employees are in your company?
1–49
50–249
250–999
1,000–4,999
5,000+
Q28
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 (please specify)
Q29
Multiple Choice
In which region are you primarily located?
North America
Europe
Asia-Pacific
Latin America
Middle East / Africa
Q30
Chat Message
Thank you for completing this survey! Your insights will help advance transparency and accuracy in identity resolution. If you have any questions about this research, please contact the research team.
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