Surveys are a critical research tool enrollment managers and school leaders can use to make smart, strategic choices. Without surveys, enrollment offices and schools can often make reactive decisions based largely on assumptions, historical perspectives, and/or personal preferences. However, all surveys are not created equal; in fact, survey insights are only as strong as the survey design and analysis itself. In this interactive session, Nishant Mehta and Nikki Butts will focus on how to conduct actionable surveys and derive meaningful data insights. The session begins by exploring how to hone in on the unique enrollment questions you have and then design the specific survey tool your school needs, with topics including wording and order of questions, open-ended vs. closed questions, response scale development, handling of sensitive topics, and more. We will then turn our attention to how to collect, clean, analyze, and interpret survey data, including data segmentation techniques to help identify strategic priorities, opportunities, and target communication toward specific audiences. Participants will leave this session with clear guidance on survey methodology and data collection best practices, as well as sample survey questions, considerations, and resources to help their school ask and answer actionable research questions, and set and achieve measurable goals.