Get 5 Best Practices to Boost Your Customer Listening

While focus groups are useful for some types of market research, they are costly and you won’t hear from all participants equally. They can be subjective and are always only a qualitative tool. This is why when clients come to us asking for focus groups we tend to recommend recorded customer interviews instead. The sample size can be much larger, in fact, large enough to fulfill the requirements of both a qualitative AND a quantitative study.

So, if you are thinking about doing a focus group, you owe it to yourself to find out what customer interviews can do for you. Learn More!


Test Panel: 5-10 interviews shows the value they add to survey data.

Thematic Findings: 20-50 interviews provides robust qualitative data.

Quantitative Data: 200 interviews (depending on the size of your database) delivers statistically-valid facts.

Customer Interview Benefits:

  • Hear Your Customers
     You’ll have an MP3 of each recorded interview, so you’ll hear in your customers’ own words what they have to say about you and your marketplace.

  • End-to-End Process
    We handle all the details from customer invites and scheduling to post-interview thank you emails.

  • Adaptable Questions
    Find out how your customers really think and feel with our customized, flexible approach.

  • Disarming Approach
    Similar to focus groups, we use disarming language and open-ended questions that encourage subjects to share.

  • Unexpected Insight
    Get nuanced information on things you didn’t know to ask about! Rather than limiting answers, we allow interviews to unfold naturally.

  • Themed Audio
    We code and analyze each interview. Then we curate the audio into a few files that highlight the emergent themes.

  • Representative Data
    Interviews enable us to get feedback from customers who don’t normally take customer surveys, this boosts insights by rounding out your data.

  • Conversational Approach
    Our unique approach encourages customers to share their stories helping us to uncover where and how you can improve.

  • Pick Up Where Surveys Leave Off
    Using relevant, open-ended questions put your customers at ease and pick up where surveys leave off.

Interviews are outstanding on their own or layered on top of your existing customer surveys, focus groups, or other customer feedback methods. Get a list of our top customer interview questions. Learn More!

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Thinking about a focus group? Consider a more scientific approach instead!