3 Times When a Survey’s Not Enough
Admit it. When someone says “customer insights” or “employee research” the first thing you think of is a survey. And for good reason: online surveys make it easy to collect quantitative data from large groups, quickly.
But wait! You’ll want to choose the best research approach based on your questions. Surveys are not always the best tool for the job. Here are three times when a survey alone might not get you the information you need:
You Want to Identify Unmet Needs. It's hard to ask linear questions about products or experiences that don’t exist yet. For this type of exploratory research, qualitative tools like mobile ethnographies or diary studies are better suited to uncover insights from more abstract ideas or needs.
There’s a Self-Awareness Disconnect. Surveys require participants to report their own behavior. As it turns out, what people think they do vs. what they actually do are not always the same thing. For example, I’d tell you I only use social media occasionally and in short spurts. An observational study, however, would reveal that I am significantly underreporting my usage.
When You Want to Understand Why. A survey might reveal that only 40% of your team enjoyed the awards dinner that cost the company upwards of five-figures, interviews or focus groups can help you understand why the team did not enjoy the event and what could be done differently next time.
An experienced research partner can help determine the right combination of approaches based on the specific questions you need to answer. Researchers always welcome a conversation about the right approach.
If you enjoy a handy reference, we’ve created a downloadable guide to help you stay informed of your options… and maybe even think of something besides a survey next time consumer research comes up in discussion.
