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The Small Business Benefits of Focus Groups, Customer Interviews and Qualitative Research
Carefully executing multiple phases of research can help you understand your internal audience (your team), your external audience (your customers), and your competition. Qualitative research requires conversations with customers that go beyond survey questionnaires. (Photo Bigstockphoto.com/PHOTO BIGSTOCKPHOTO.COM) Qualitative research involves either in-depth interviews, also called IDI, or focus groups. IDIs and focus groups allow you …