Now more than ever inclusion is a measure of workplace culture and inequality across industries. But what does it mean in the context of survey creation? From their language to their respondent experience, the best surveys are built to be inclusive. In a broad sense, this means surveying with empathy, respect, and clear motives. You create an inclusive survey when you’re thoughtful about how you ask respondents about things like religious affiliation, sexual orientation, or gender identity.

The second time I speak with Colleen Berube, CIO and SVP of Operations at Zendesk, she greets me over Zoom from her backyard in San Mateo, California. The scene looks idyllic, though the reality is that wildfires are raging all over the state, the air is tinged with smoke, and we all remain hunkered down at home as Covid wears on.

You may think that “Mayochup” is a great topping for fries, an abominable Frankenstein’s condiment, or just a hilarious example of ’90s satire predicting the future. Regardless of your personal preference, though, there’s no denying that it represents a huge social listening triumph for Kraft Heinz. The polarizing combination of ketchup and mayonnaise was originally sold only in the Middle East.