It is tempting to assume that we know what our parents, our community, and our employees want from our schools. It is comforting to think that we know what they support. It is also dangerous. This article encourages school systems to let go of assumptions and to start asking the important questions that will lead school boards and administrators to decisions based on reality instead of conjecture. From crafting a ballot question to evaluating a newsletter, survey research offers perspective that helps schools get the most from scarce resources, targeted at sound programs and solid communication.