• Clients want and need answers to their problems. However, to provide you with the best insights and answers, we need to obsess about details and know the difference between well done and poorly done work:

• Proper sampling

• The right design and methods

• Thorough interviewer training by the senior person on your project

• Continual monitoring and training of interviewers to make sure that their probes and open ends are proper, and that they are being polite and professional. After all, these are your clients/prospects.

• We reward our interviewers for excellence.

• In the analysis phase there are many levels beyond simple "tabs" that can provide insight. The goal is the insight, not the technique. However, not knowing or using the techniques can forfeit important insights.

 

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