The good news is that there are free surveying tools available today, such as SurveyMonkey, Typeform and Google Forms. These allow you to build, run and analyse a perfectly adequate survey.
Plus there are free templates available, which help you save time on building the survey. And the general rule regarding survey length is the shorter it is, the better the response rate.
Also, once you have your survey set up, it can be repeated, as is, each time. This will give you a consistent view of how things are tracking over time. Of course, if you want new or different insights then you can change, add or delete questions.
Don’t get me wrong: I’m not saying other methods, such as a simple phone call to a few customers, are without merit. Using a range of techniques to get feedback is ideal, and surveys may not be right for every business.
But surveys are a powerful tool and one you should think seriously about using, and using regularly (at least once a year) – the insights you gain can be invaluable.