Customer Interviews
Hear directly from customers about their needs and experiences. Explore the reasons behind their choices.
Discuss this serviceWho are our customers, and what do they need?
Understand your customers and their everyday needs.
Available services
Possible methods are shown for each service. The final approach depends on your question, audience, and project scope.
In-Person Customer Surveys
Gather structured feedback through face-to-face surveys. Learn what customers think in relevant real-world settings.
Discuss this serviceCustomer Needs Research
Explore the problems customers want to solve. Understand what matters most in their daily experience.
Discuss this serviceTarget Customer Research
Learn about the people you want to serve. Explore their needs, expectations, and current choices.
Discuss this serviceEveryday Product Use Research
Observe how people use products in everyday situations. Discover practical challenges and workarounds.
Discuss this serviceCustomer Journey Research
Explore the steps customers take across an experience. Identify their questions, frustrations, and moments that matter.
Discuss this serviceIn-Store Customer Research
Learn how customers browse, compare, and choose in stores. Explore how the setting shapes their experience.
Discuss this serviceCustomer Habits Research
Understand customers’ routines and recurring behaviours. Explore how these habits influence product and service use.
Discuss this serviceWorkplace User Research
Study how people use tools and services at work. Understand the tasks, constraints, and challenges they face.
Discuss this serviceOnline Customer Surveys
Collect structured responses from customers online. Compare needs and experiences across the people surveyed.
Discuss this serviceCustomer Profiles
Bring research findings together into clear audience profiles. Summarize shared needs, behaviours, and differences.
Discuss this serviceWhat do these method labels mean?
- IDIs
- In-depth interviews: individual conversations that explore experiences in detail.
- CAPI
- Computer-assisted personal interviewing: interviewer-led surveys recorded on a device.
- PAPI
- Paper-and-pencil interviewing: surveys recorded on paper.
- FGDs
- Focus group discussions: moderated group exploration of views and experiences.
- CAWI
- Computer-assisted web interviewing: self-completed online surveys.
- CATI
- Computer-assisted telephone interviewing: structured surveys by phone.
- Observation
- Observe real behaviour in the relevant setting.
- Research synthesis
- Combine research evidence into a useful summary or profile.
CIs (confidence intervals) describe statistical uncertainty, rather than how research is collected. They may be included in quantitative analysis when the sampling design and statistical assumptions support them; they do not apply automatically to interviews, focus groups, or convenience surveys.