For cybersecurity companies, survey research isn't just about gathering data—it's about uncovering the critical gaps between enterprise security confidence levels and their realistic cyber defense capabilities that leave organizations vulnerable to bad actors. Consider this telling example: In a recent survey, 80% of respondents claimed high confidence in their ability to spot phishing scams. However, when presented with real phishing emails later in the survey, a significant portion failed to identify them correctly. This disconnect between perceived and actual security capabilities tells a powerful story that resonates with both technical and business audiences.

The Art of Security Storytelling

A recent identity security survey demonstrates how effective research can transform technical findings into compelling narratives. The study revealed that 75% of organizations blur the lines between service accounts and human accounts—a technical detail that became more engaging when paired with real-world examples. In one case, an administrator used a privileged service account to automate personal communications with multiple girlfriends, stating why he would be late home from work. In another, service account credentials were used to order food delivery for development teams. These everyday misuses of privileged access tell a more compelling story than statistics alone.

When designing cybersecurity surveys, contextualize them with real-world applications that resonate with a wider audience. Blending technical insights with relatable scenarios makes the findings more memorable and actionable. These narratives help bridge the gap between complex security concepts and organizations' everyday practices, making it easier for decision-makers to understand the human element behind the numbers.

There are three key principles that help uncover the most compelling narratives:

Start with the Trust Gap

The most engaging security stories often emerge from disparities between what organizations believe about their security posture and what the data reveals. Structure your survey to explore these gaps by:

  • Asking confidence questions early
  • Testing actual knowledge or practices later
  • Using real-world scenarios to validate claims
  • Collecting specific examples that illustrate broader trends

Consider External Factors

When planning your security survey, consider the timing and external factors that might impact responses. For example, a survey about government cybersecurity policies might need to be rerun if there's a significant leadership change during the field period. Build a database of relevant statistics that can be quickly accessed when breaking news creates opportunities for commentary.

Focus on Human Impact

While technical findings matter, the most compelling security narratives connect vulnerabilities to human behaviors and business outcomes. Recent research revealed that:

  • Over three-quarters of service accounts have direct access to critical company assets
  • More than half of organizations take 13+ weeks to rotate service account passwords
  • 44% still rely on manual logging for service account visibility

These statistics become more powerful when framed as business risks rather than technical failures.

Visualize the Vulnerability

Survey data shows that journalists and media professionals specifically request infographics and data visualizations, yet less than 10% of cybersecurity companies provide them. Effective visualization strategies include:

  • Comparing perception vs. reality gaps
  • Mapping attack surface expansion over time
  • Illustrating access chains and privilege escalation paths
  • Highlighting industry-specific risk patterns

Making Your Security Survey Count

Sample Size and Selection

For cybersecurity surveys targeting IT professionals:

  • Aim for at least 500 respondents for B2B findings
  • Ensure representation across different roles (security professionals, IT managers, CISOs)
  • Include multiple industries and company sizes
  • Consider geographical distribution for global threats

Question Design Fundamentals

Crafting effective security survey questions requires careful consideration:

  • Avoid industry jargon and technical assumptions
  • Move from general questions to specific ones
  • Use natural language that respondents understand
  • Include prompts to remind respondents about easily forgotten details
  • Consider split questions to compare different groups (like security-aware vs. unaware users)

Methodology Matters

A strong methodology builds credibility:

  • Partner with reputable research firms
  • Focus on qualified respondents
  • Include clear methodology documentation
  • Provide access to full survey data for verification
  • Use consistent sampling methods across regions

From Data to Headlines

The most effective cybersecurity survey stories often emerge from unexpected places. What begins as technical data about security misconfigurations becomes a compelling story about everyday vulnerabilities—from automated personal messages to food delivery orders—that put company assets at risk. Unfortunately, there is division between people in our current political climate. Organizations should be aware of this and ramp up security protocols. Hacktivism, where cyber criminals might target a specific organization based on their business practices or other ventures, might be the target of a major hacking organization.

Additionally, digital nomadism is on the rise across the globe. It's not unusual to find remote workers on the beaches of New Zealand. Though a remarkable working environment, digital nomadism drastically increases the attack surface for a company. If not prepared, those outdoor working environments and logging in remotely via a coffee shop wifi might also leave the door wide open for a bad actor. 

Key Takeaways for Security Survey Success

  1. Lead with the Gap: Focus on disparities between perception and reality in security practices
  2. Humanize the Data: Connect technical vulnerabilities to relatable behaviors and business impacts
  3. Visualize the Risk: Create clear, compelling visualizations that highlight key findings
  4. Keep it Simple: Focus on one clear narrative thread, even with complex technical data
  5. Think Beyond the Numbers: Look for specific examples and scenarios that bring statistics to life

With enterprises across the globe leveraging AI, effective communication about security risks is as crucial as the technical solutions themselves. In one instance, a law firm detected that employees had more than 32,000 hits to the popular chatbot ChatGPT over seven days in January and February. Though AI is an incredibly useful tool that can give individuals a creative spark, it also runs the risk of sharing privatized information. In this AI age, cybersecurity hygiene paired with robust security tools is more critical than ever. It is not a matter of if you will suffer a cyberattack but when. By following the principles above, cybersecurity companies can transform complex technical findings into compelling stories that drive awareness and action.

Would you like to learn more about creating effective security surveys? Contact us to discuss your research needs.