Insight is the prerequisite for being able to keep a relevant promise in all situations. Traditional questionnaire surveys are often sent out annually or infrequently and usually to support the sender’s agenda. The surveys do not link to the employees’ experiences – therefore, what is perceived as essential in the organization may not matter to the customers and vice versa. Furthermore, questionnaires are not designed in the same way from time to time – new employees, new currents, new agendas mean that the answers cannot be compared from time to time. Finally, traditional questionnaires are based on concepts such as “what do you think about” – concepts require translation; therefore, it is time-consuming and challenging to prioritize efforts.