Survey and market findings in Intelligence
How post-purchase survey answers and country-by-country market verdicts become actions in Intelligence, which team gets each and the minimums they need.
4 min readUpdated 7 October 2026
Two sources feed Intelligence beyond your sales and ad figures: what customers tell you in the post-purchase survey, and how each country you sell to is performing. Both go through the same tests as every other finding, so they appear only when the evidence is strong enough.
Before you start
- Plan: Intelligence, on the Pro plan and above.
- Survey findings need the post-purchase survey running on your Shopify Thank you page, and enough answers (see below).
- Market findings need Shopify orders, and ad platforms connected for the spend-based verdicts.
Survey findings
Intelligence reads the last 90 days of survey answers, joined to each customer's order, and looks for four kinds of finding:
| Finding | What it means | Team |
|---|---|---|
| A channel under-credited | Customers say they first heard of you on a channel that last-click attribution gives much less credit to | Paid Media |
| Friction in a market | Customers in one country name a problem more often than customers elsewhere | Trading (delivery time, shipping cost and duties go to Operations) |
| Size or fit on a product | A product's buyers report size or fit problems more than buyers of other products | Merchandising |
| New against returning customers | New and returning customers answer a question differently enough to act on | CRM & Retention |
The minimums
- At least 30 answers in the group being tested and 30 in the group it is compared with.
- At least 5 answers of the kind in question.
- A statistical test comparing the two groups, corrected for the number of comparisons made in the run.
- The likely range of the difference must sit clear of zero, and the difference must be large: for example, a channel needs at least one and a half times the credit last click gives it and a clear gap in share.
With no survey answers, nothing is tested and nothing is raised.
Market findings
Each country you sell to gets a verdict. Intelligence raises the ones that call for action:
| Verdict | Team | Window |
|---|---|---|
| Overspent | Paid Media | 30 days |
| Loss-making after ads | Paid Media | 30 days |
| Scale | Paid Media | 30 days |
| Early signal | Paid Media | 90 days |
| Leaking | Trading | 30 days |
| High returns | Operations | 90 days |
| Under-emailed | CRM & Retention | 90 days |
Each window is compared with the same length of time before it. Early signal is raised as an action only where the market's ad spend is at least ten times the brand's cost per acquisition, so a market with a few hundred in spend does not fill your list. Markets with too little data are given Too little data and are not raised.
Step by step: read one
- Open Intelligence, Actions and filter Team to the team you want.
- Select the finding.
- Use the link in the finding to open the page behind it. A market finding opens Markets on that country and window. A survey finding's answers can be read in Customers, Survey.
What you will see
- Survey answers also appear on each order's Attribution tab and each customer's Behaviour tab, and on the Paid Media survey card. These show answers only; the judging happens in Intelligence.
- The Markets page shows every country's verdict, including ones not raised as actions, with the reasoning for each.
Troubleshooting
- No survey findings at all. Check Customers, Survey for how many answers you have in the last 90 days. A small store may take weeks to reach the minimums.
- A market verdict changed. Verdicts are worked out again on every run, so a country can move between verdicts as the last 30 or 90 days move on.