Toward the intelligent use of health care consumer surveys.

Consumer surveys are at a pivotal moment in health care. With demand for consumer-supplied data escalating in every sector of the industry, current opportunities for consumer surveys to demonstrate unique value in the marketplace are unparalleled. These opportunities, however, carry considerable risks, particularly with respect to performance report cards for competing health plans and providers. As investigators multiply in an area notably lacking in standardization, the chances increase that surveys will arrive at conflicting assessments of plans and providers. To resolve these inconsistencies, users will need to sharpen their understanding of the role of consumer surveys, the business and operational needs they can address, and how their results can be affected by methodology. This article discusses each of these issues with an eye toward promoting intelligent use of consumer surveys in the health care marketplace.