I only just got the "Help Us Shape the Future" survey from Nunwood, so these still are going out.
They asked a lot of questions about brand perception. The main forward-looking component were a series of questions about variable reward pricing. All of them were designed in a leading way in the spirit of "Don't you think it would be terrific if variable reward pricing made the process fairer by matching supply and demand?" and such. From which I concluded they've decided it's going to happen already and are trying to measure which ways of describing it elicit the most positive responses.
Tends to confirm my impression that our household will spend down our Avios balance and then look for other airline options.