When setting up customer experience (CX) programs our clients often ask, “How big of a sample do we need to get representative data”? Like all good researchers our answer is usually, “It depends”. While technically true, that answer is not always helpful. This POV will argue that for most CX programs you probably don’t want to sample at all. Rather, you want to conduct a “census” that surveys all your customers (or at least all those you can).