Last time we distinguished between primary and secondary research. Now let's dive into the specific primary research methods you can actually use to gather customer insights.

The three most accessible primary research methods are surveys, interviews, and observation. Each has its strengths and ideal use cases.

Engagement Message

Which of these three methods do you believe yields the deepest insight into one customer?

Surveys are your go-to method for gathering data from many people quickly and cost-effectively. You ask the same questions to lots of customers and analyze patterns in their responses.

Perfect when you need quantitative data or want to validate assumptions across your customer base.

Engagement Message

Name one question you'd love to ask all your customers in a survey.

Interviews give you rich, detailed insights but from fewer people. You have conversations with individual customers to understand their motivations, frustrations, and decision-making processes.

Use interviews when you need to understand the "why" behind customer behaviors and attitudes.

Engagement Message

What's one advantage of talking directly with customers versus reading survey responses?

Observation involves watching how customers actually behave, rather than asking them about it. You might observe shopping patterns, website usage, or how people interact with your product.

This method reveals the gap between what people say they do and what they actually do.

Engagement Message

Can you think of a situation where customer behavior might differ from what they'd tell you in a survey?

Here's how to choose your method: Use surveys for broad patterns and quantifying preferences. Use interviews for deep insights and understanding motivations. Use observation for unbiased behavioral data.

Often, combining methods gives you the most complete picture.