A survey is a powerful research tool, but it’s not all-powerful. Every tool has strengths and weaknesses. A hammer is great for roofing — not so much for mowing the lawn.
While a hammer’s form makes its function clear, tools like surveys take a little time to understand. The strength of surveys is in quantifying findings and extrapolating them to larger populations.
Let’s say a city wants to know how many people ride its public transportation systems. A survey with just a few hundred participants can tell the city how many people take its buses or subways within a 5 percentage-point margin of error. Particularly compared to a citywide census, a survey is fast and af
It's every child's favorite question, every parent's greatest irritant, and every business leader's constant quest. It's what every consumer asks himself before buying (or walking away from) a product.
The need to know why is universal. Yet entrepreneurs often struggle to understand why users might need their products and services. Some send out surveys because they're cheap and familiar, but surveys can't dig deep enough. Others, worrying about a host of other entrepreneurial issues, forget to focus on the customer's "why" at all.
It's a shame. Customer truths are out there just waiting to be discovered with the right methods. If entrepreneurs and forward-thinking e