Greg and Stephen discuss chapter five of the book “Customer Satisfaction”, looking at how you can use qualitative research to understand what matters to customers.

It’s all about getting a deep understanding of how a small number of customers see the world, helping you make sure you can speak their language when it comes to further research.

https://s3.eu-west-2.amazonaws.com/tlf-public-assets/podcasts/Ep16+-+Ch5+ExploratoryResearch.mp3