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