As of the importance of the surveys for the companies investing hugely in them is immense indeed. It has become more and moreimportant for the companies to improve their product line with time so as to retain their place in the cut throat competitions in the market. Simultaneously it has become more difficult as well to do so for the original ideas are limited and to read the customers mind and their choices is not always easy.
Earlier the competition was not so acute and there were alternative ways for the companies to read their customer's mind. But today the competition is the question of life and death for the companies and people have no time to express their concerns; they rather prefer to leave a brand and pick the other. This causes great embarrassment for the companies when they find their sales undergoing acute falls with some of the products they launch while they unexpectedly receive the sales shooting up with other products with slight improvement.
How to predict the results of changes you make in your product is quite difficult sometimes.
And here is where the paid surveys enter into the game. It is better to invest a few thousand dollars on surveys to get pointed ideas in conformity with the customers' needs and choicesthan to be ready to bear the losses in millions altogether.