Customer Interviews

Using In-Depth Interviews and Focus Groups for Your Market Research

While surveys are primarily useful for quantitative research, interviews and focus groups will get you deep, qualitative insights about your market—the juicy, subjective, emotional "data." Learn the advantages of these two methodologies, when to choose an interview (and when to choose focus group), and how to prepare for them. Read more

Best Practices for Moderating and Analyzing Interviews and Focus Groups

When conducting interviews and focus groups for your market research, you'll be working within a time constraint. How do you make the most of that brief—but crucial—encounter with representatives of your target market? Here are strategies for facilitating the conversation and for analyzing the experience afterward. Read more