New! Turn Survey Answers into Attributes and Target Audiences

Base's latest Survey upgrade turns passive feedback into operational data. You can now save any survey answer directly into a user's custom attributes and build audiences based on responses to specific questions — so what customers tell you shapes what they see next, automatically.

Surveys are one of the most direct ways to understand your customers. They reveal needs, motivations, challenges, and intent in their own words. Yet in many platforms, survey data becomes static. You can read it, but you cannot easily use it to personalize experiences or drive engagement.

This is exactly what our latest update solves. Base has introduced two new Survey features that transform passive feedback into a living part of your customer data: saving survey answers into user attributes, and building audiences based on responses to a specific question.

With these capabilities, surveys move from a collection point to an active driver of segmentation, targeting, and attribution.

Why operationalizing survey data matters

The business case for acting on Voice of Customer data has never been stronger. According to McKinsey research cited in recent loyalty benchmarks, 71% of consumers expect companies to interact with them on a personalized level, and when experiences are highly personalized, customers are 110% more likely to add additional items to their baskets and 40% more likely to spend more than they had planned. In B2B, 73% of buyers want personalized experiences similar to the B2C customer experience — but only 22% of B2B customers say their most recent online experience was completely personalized to them.

That gap is exactly what turning survey answers into attributes closes: it connects what a customer tells you to what they see next, with zero manual work.

Save survey answers into custom attributes

The first new feature allows you to store any survey answer directly inside the user's custom attributes. Once a customer responds, their answers become part of their profile, enriching your Customer 360 without manual work.

You can now capture anything you ask: product interest, role, use case, buying timeline, sentiment, challenges, team size, or qualification signals. These become instantly usable across the entire platform.

This upgrade makes your survey insights operational. Marketing teams can personalize journeys based on real preferences. CS teams can understand risk earlier. Product teams can see patterns across segments. Growth teams can improve attribution by tying user actions back to stated needs. Instead of feedback living in a silo, it now fuels the rest of your go-to-market motion.

Build survey-answer-based audiences

The second new feature unlocks a powerful layer of segmentation. You can now build an audience using a condition based on how users answered a specific survey question.

This uses our new Survey Response condition, which lets you select a survey, choose a question, and apply Equals or Not Equals logic. The segment updates dynamically as new responses are submitted. Audience membership refreshes automatically, so your targeting always reflects the latest customer signals. No spreadsheets, no manual exports, no delays.

Why these new features matter

Teams often collect valuable insights but lack the infrastructure to activate them. A customer shares their interest or challenge in a survey, but nothing downstream changes. Marketing stays generic. CS misses early signals. Product teams do not see patterns until it is too late.

With these two new features, surveys become a real-time input into your workflows. This means:

• Better attribution, because you understand the why behind user behavior
• More accurate profiles, shaped by customer voice rather than assumptions
• Smarter segmentation that reflects what users actually told you
• Faster response to risk or opportunity signals
• More effective nurturing based on timing, intent, and needs
• Higher engagement across the entire lifecycle

It closes the loop between what customers say and what your teams do next. Pair it with Engagement Score to combine stated preferences with observed behavior.

Get started today

These upgrades are available now for all customers. If you want help creating your first survey-based attribute or building a new answer-driven audience, our team is here to guide you. Book a demo for a tailored walkthrough.

Your surveys can now power much more than feedback. They can shape your targeting, your messaging, and your customer experience in a measurable way.

Frequently asked questions

How do survey-answer-based attributes work?

When a customer answers a survey question, Base writes the response directly into their user profile as a custom attribute. Any workflow, segmentation rule, or campaign in Base can then reference that attribute immediately.

What is a Survey Response audience condition?

It's a new rule in the Base audience builder. You select a survey, pick a question, and match responses with Equals or Not Equals logic. The audience refreshes dynamically as new responses come in.

Can I combine survey answers with other customer data?

Yes. Survey-derived attributes work alongside product usage, engagement score, lifecycle stage, and any other signal in Base. That's what makes the update powerful — stated preferences plus observed behavior in a single segment.