With all the hype around "Big Data" as the key to understanding customers, it might be easy to fall into the trap of thinking that a few good database queries are all you need to answer important questions for your organization.

Data analysis does provide incredibly useful information, but it's only one of the tools the Royal Shakespeare Company uses to understand customer experience and the impact of their programming. Becky talks about the critical role of customer surveys in unlocking insight and illustrates this with examples of the unique value of this method of discovery.