Customer research technique –Depth Interviews
When To Use
Use this technique to develop a deep understanding of an individual of interest. What are their personal drivers? What role does your organisation play in helping them to achieve their goals?
How To Use
- Invite a representative from your chosen customer group to a 1:1 interview. Work through a prepared list of 3-7 open questions, listening carefully and probing their responses. Avoid the temptation to respond to or judge what they say.
- Provide the interviewee with a range of methods for how to communicate their situation (e.g. telling their story, drawing pictures or building a timeline)
- Ensure you prepare a form prior to capture the interviewee’s responses. You can either take notes during the interview (ensuring not to disrupt the conversation), or make notes immediately afterwards.
Where To Use
Choose an environment where the customer is comfortable, relaxed and able to talk (e.g. their home, place of work, a coffee shop)
Time Required
1 – 2 hours (per interview). Ideally you will need three interviews with each customer type to start to see patterns and themes emerge.
Supporting Resources
- Depth Interview Guide
- Consent Form may be required
Customer research technique – Observation
When To Use
Use observation when you want to understand one or more customers holistically, beyond the normal reach of your organisation. What makes them tick? What are their needs and expectations? What meaning are they seeking in life? Where do your products and service fit in that?
This approach is especially valuable when you want to take a fresh look at your customers, or for understanding potential new customers to your business.
How To Use
- Find a way to observe your customers. Tagging along while they go about their day is valuable, as is observing them receiving services from your organisation.
- Before you commence the observation, develop an observation sheet to capture both quantitative and qualitative aspects of what you, and they, see, hear, smell, taste and feel.
Where To Use
Rather than creating an artificial environment, the aim is to observe the customers in their normal environment, so you can understand their drivers, objectives and reactions.
Time Required
Anywhere from an hour to a whole day (per observation). Each observation will be insightful. Start with one. Three is ideal.
Supporting Resources
- Ethnography Primer
- Seven rules for observational research: how to watch people do stuff, Walt Dickie, Quirk’s Marketing Research Review (
- Consent Form may be required
Customer research technique –Focus Groups
When To Use
Focus Groups are an ideal tool when you have certain aspects of your customer experience you are seeking to explore. While the discussion remains exploratory and open, you are directing the conversation through carefully chosen ‘seed’ questions (e.g. “What is another product or service you would value from our organisation?”)
How To Use
- Invite a small, representative sample of your chosen customer group to a conversation with a stated objective of getting to know them better.
- Prepare by choosing 3 or 4 open questions to explore.
- Engage a facilitator to help guide the conversation and ensure that you hear from all the participants in the room. It is useful to have an additional person on hand to capture the information on a whiteboard or butchers paper.
Where To Use
Select a venue suitable for an uninterrupted discussion (e.g. a large meeting room)
Time Required
1 – 2 hours (per focus group). One session is sufficient to get your first round of insights.
Supporting Resources
- Focus Group Facilitation Guide
- Consent Form may be required