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Clearly, there’s no way that traditional surveys could deliver deep strategic analysis. But what about the expense of conducting interviews with a large sample of customers? To get meaningful customer input, would you not need to conduct a great many interviews?
The short answer is: you need enough interviews to get to the point at which you hear nothing new and material is being repeated – so called “saturation”. You can, it turns out, reach this point surprisingly quickly.
Great article by Graham Kenny on the effects of customer conversation and the impact on Strategic planning, Read more…..