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Purpose is the shared "why" of a company: why it exists, what contribution it wants to make, and what guides its decisions and everyday behavior. Purpose is present-oriented and thus differs from mission and vision.
Practice often reveals a gap between statement and impact. In a large study by Kienbaum , two out of three participants were unable to name their organization's corporate purpose, even though purpose is considered important. A purpose survey reveals whether purpose is understood, believed in, and experienced in everyday life. In this way, purpose evolves from a communication statement to a management tool that can be developed, anchored, and measured.
Two Swiss partners – a powerful combination
ValueQuest and CROSSWALK combine over 40 years of experience in market research and data analysis as well as purpose-driven strategy and transformation consulting. Scientifically sound analyses meet practical implementation. With Swiss quality and precision.
Only those who create meaning remain competitive. Companies that give their employees a clear "why" remain viable for the future.
Purpose only works when it is understood, anchored, and lived by employees, managers, and customers.
Employee survey and purpose survey: Difference
A purpose survey focuses on the "why" of the company. It examines whether the company's purpose is understood, provides orientation, and is effective in everyday life. The central question is: Does the purpose provide direction and is it credibly lived out? The result is a maturity profile with clear anchoring levers, often combined with strategic activation through workshops, leadership dialogues, and adjustments in communication or target systems.
The classic employee survey takes a broader view of how employees experience their work and the organization. It analyzes leadership, collaboration, culture, and working conditions. The key question here is: How do we experience work and the organization as a whole? The result is a differentiated picture of the mood with specific areas for action at the departmental or team level.
In short: The employee survey shows how people work. The purpose survey shows why.
The Purpose Survey by ValueQuest and Crosswalk
With the Purpose Survey, ValueQuest andCROSSWALK, leading purpose-driven strategy and transformation consultancies in Zurich, combine two perspectives: scientifically sound analysis and strategic consulting.
- Understand and develop purpose
Recognize how purpose is perceived by your employees and whether it actually provides guidance.
Find out whether your mission, vision, and values are coherent and credible, and whether they effectively support transformation.- Strengthen purpose
Identify specific potential for anchoring your corporate purpose in leadership, culture, and communication.
Definition: What is purpose?
In organizational psychology , purpose is understood as a fundamental goal that gives employees meaning and direction. It answers not only "What do we do?" but also "Why do we do it?" and thus sets a framework for which courses of action are considered appropriate.
Impact only occurs when the purpose is reflected in priorities, decisions, leadership behavior, and routines. A common weakness is that purpose statements become generic or fail to translate into concrete leadership and processes.
Purpose's goal and benefits: What does Purpose want?
Purpose provides direction and ensures less friction, more personal responsibility, and stronger identification. Research describes it as a fixed point that provides orientation while also allowing for degrees of freedom that are important for innovation and adaptation.
Purpose becomes particularly strong when leadership gives it concrete form and takes stakeholder needs into account in decisions. Employees then report greater clarity, trust, and motivation.
Purpose only works when it is clear, believed internally, and reflected in decisions. A purpose survey makes this gap measurable and creates the basis for targeted activation.
Why purpose is important
In times of change, skills shortages, and pressure to build trust, purpose becomes a management task. The Engagement Index Germany 2024 reports a record low in emotional attachment and significant productivity losses due to inner resignation.
Research and consulting also emphasize that belonging and a common goal are relevant to performance because they promote cooperation and contribution to the common purpose.
Impact is not created by "purpose alone." A study involving feedback from around 500,000 employees shows that only the combination of purpose and clarity is associated with better future performance.
The difference between claims and credibility is also relevant externally. A Swiss study of 46 purpose statements shows that only a third of the formulations convince consumers.
Post published on February 26, 2026
About Francine Kräuchi
Francine Kräuchi is a senior manager and project manager at ValueQuest with many years of in-depth expertise in employee surveys and 360-degree leadership feedback. As a systemic coach, she supports managers in their further professional development based on the feedback results. Learn more about Francine
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