For academic research the value proposition seems more credible. But even there given the reproducibility crisis the methodology and tools need to be revisited,

For academic research the value proposition seems more credible. But even there given the reproducibility crisis the methodology and tools need to be revisited, and perhaps these kind of lazy surveys and data analysis are part of the problem. As for customers few companies if any in the world has customer service approaching 'entailing differences in customer perception', most are quite happy to have people wait on phones endlessly or fail to address glaring deficiencies in products or services. With so much low hanging fruit waiting to be addressed in customer service this obsession with surveys and 'customer experience' seems to be driven by other forces ie continuing obsession with data and metrics by sections of the workforce as panacea and distraction from real changes. But great exit for the brothers, nice targeting, if there is a demand why shouldn't they benefit.