Use Words, Not Numbers, to Understand Your Customers

When it comes to customer data, many believe that multiple-choice surveys across large samples that can be statistically analyzed yield the most rigorous research. This type of analysis, however, only gives you a shallow understanding of your customers. To get more nuance, use qualitative methods to discover what your customers think about your products and services. Qualitative techniques, such as focus groups or open-ended questionnaires, let you delve deeper into the relationship between your firm and those who buy or use your products. They also allow your customers to express their opinions using their own words, not yours.


Source: Harvard Business Review