Article

Instead of Surveying Your Customers, Interview Them

Harvard Business Review Freemium Beginner

A two minute companion to the longer HBR piece above, this is the one line version of our short answer you can forward to anyone in a hurry: skip the survey, have the conversation, ask the follow up. Keep it as the quick reference you send a skeptical teammate.

• Open ended conversation surfaces the why that a rating scale cannot.
• A dozen genuine interviews usually give you a complete enough picture to act on.
• Save the survey for later, once you know what you are actually trying to size.