“We ran a subscription survey that confirmed a lot of the same stuff that we had seen in the subscription value calculator but got into a lot more detail on the specifics of what needed to change in order to shore up some of those metrics.”

Subscription surveys complement benchmarks — quant shows where, qual shows why

For the edtech client, the calculator flagged low conversion, high price, and poor paid ad efficiency. A follow-up subscription survey confirmed the same diagnoses and revealed the specific onboarding and paywall changes needed. Carter's methodology: benchmarks first to triage across the loop, qualitative survey second to prescribe the precise intervention. Neither tool alone is sufficient.