Do consumers lie on surveys?

In today’s fast-moving digital world, one of the biggest challenges facing the consumer insights industry is this: can we really uncover the truth through surveys? To explore this, we sat down with Stan Sthanunathan. His answer? It’s complicated — both yes and no.

Are people dishonest when taking surveys?

Not exactly—at least, not intentionally.

According to Stan, most people want to be honest. When consumers take time to complete a survey, deception isn’t their goal. But the truth can still get lost along the way – and much of that comes down to how surveys are designed.

Here’s why:

• Confusing language and marketing jargon can make it hard for respondents to understand what’s being asked
• People often feel a subtle pressure to “perform” or give an answer – even when they’re unsure – which can lead to responses that don’t reflect their real thoughts
• Simplified tools like five-point scales or brand association questions make it easy to provide convenient answers instead of considered ones

But survey design is only part of the issue. People’s lives have changed. In a world filled with constant distractions and tight schedules, few have the time or energy to deeply engage with long, tedious surveys. Even those with the best intentions often rush to get them over with. It’s not the people who need fixing — it’s the process.

So what’s the solution?

There are three things to be considered:

• Keep it simple

Avoid marketing jargon and use plain language. Ask questions people can easily understand and relate to

• Understand people, not just numbers

True insight comes from a deep understanding of the human condition. This means going beyond data points and embracing empathy. If you want to know what keeps people awake at night, you have to care enough to truly listen

• Rethink traditional surveys

The most powerful insights today lie not in surveys but in behaviour. The average person spends 7 to 8 hours per day in front of a screen. During this time, they leave behind a trail of valuable information:

Reviews on Amazon
Google searches
TikTok engagement

These digital interactions are often more honest and revealing than any answer given on a traditional survey and with i-Genie’s cutting-edge AI platform that synthesises data from billions of interactions, you can tap into these signals and uncover better insights to grow your business.

Want to learn more?

Watch the video.