A large manufacturing company has enough money to survey each of its 10,000 customers between 9–12 times every year, but instead it is planning to interview just 20 customers a year and use that data to drive all of their decision making. Why might the company conduct interviews instead of a large volume of surveys?

Question

A large manufacturing company has enough money to survey each of its 10,000 customers between 9–12 times every year, but instead it is planning to interview just 20 customers a year and use that data to drive all of their decision making. Why might the company conduct interviews instead of a large volume of surveys?

Interviews are less time consuming.

Most customers prefer interviews.

Survey takers get tired and stop responding.

Surveys don’t provide enough data for analysis.

Answer 1

Interviews allow for more in-depth conversations and a better understanding of customer preferences and needs. They provide qualitative data that surveys may not be able to capture. Additionally, interviews can help build stronger relationships with customers and show that the company values their feedback. Conducting interviews with a smaller sample size can still provide valuable insights that can drive decision making effectively.