The results of a well-designed survey yield more information than how effectively the service meets clients' information needs. If the survey asks the right questions, results can contain valuable clues for refining the marketing plan. Possible results might identify the major industries from which clients are drawn; confirm what current marketing efforts have been successful; determine trends; identify certain types of clients who use the service more frequently than others; or chart growth in certain market segments. Survey results, especially when combined with the statistics routinely compiled, help paint a picture of typical clients, how much business they generate, their information needs, and their industries.