Not always. Use surveys when you need scale or segmentation; start with interviews + existing data for speed.

Surveys are useful when you need broad quant validation, segmentation by region/role, or leadership wants statistical confidence. But they’re not mandatory to become choosable. Start with interviews, recruiting funnel data, engagement themes you already have, and a competitive audit. If gaps remain—like “Is this true across sites?”—run a lightweight pulse survey focused on a few claims and proof points. The rule: don’t buy research you won’t use. If your aim is near-term hiring impact, ship usable messaging first, measure conversion, then add a survey if it will change decisions.