We think company surveys are great, either the mass online surveys focusing on high-level data at scale, or the dedicated expert surveys or focused groups focusing on higher level resolution data from smaller groups. A major issue, however, with both these approaches is the strong assumptions we make about what the respondents know about topics being asked. OAO combines education and data collection by upskilling people before we ask questions. This way, we can assert relevant reflections and insights, and deliver an almost unprecedented response rate compared to standard company surveys (>95% completion rate).