Discovery surveys are questionnaires with open questions used to collect information from customers. They are useful for uncovering your value proposition and customer jobs, pains, and gains. Discovery surveys are not ideal for determining what people will do, only what they say they’ll do.   To prepare a discovery survey, you should define your goals, identify your target audience, and determine the number of people who should receive the survey, assuming a 10-20% response rate. You should also set a start and stop date for the survey and create your survey. To execute a discovery survey, you simply send your survey to customers.   To analyze a discovery survey, you can use affinity sorting to cluster responses into themes, using word clouds or a text analyzer to visualize which words and phrases customers use most frequently. You should review the themes and quotes with your team and select the top 3 themes you want to explore in more detail in upcoming experiments. Finally, you should update your Value Proposition Canvas based on your findings.