Gathering feedback is crucial to truly understanding your customers, but different research methods give you different types of insights. 

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Knowing when to use each method will help you get the most useful information to make better decisions and drive growth. 

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This week, we’ve put together a guide on the main types of research we use – surveys, interviews, and focus groups – and when to use them.

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1. Interviews 

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Interviews are perfect for diving deep into individual customer experiences. They give you rich, qualitative insights that help you understand the “why” behind customer behaviours. If you want to explore a specific topic in detail, interviews are ideal for uncovering the emotional drivers and motivations that surveys can’t fully capture. 

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Best for: Understanding motivations, exploring problems in depth, and gathering detailed feedback.

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Example use case: You’re curious why customers are choosing your product over competitors or want to understand what barriers might be preventing them from making a purchase. 

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Top Tip: Keep interviews conversational and open-ended, encouraging participants to share their full stories. Focus on asking about past behaviours and experiences rather than hypothetical future actions. People are better at recalling what they’ve done than predicting what they will do. For example, ask “Can you tell me about the last time you used [product]?” instead of “How would you use [product] in the future?” 

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As they share, pay close attention to the specific language they use. Collect these phrases in a Google/ excel sheet so you can refer back to them. Using your customers’ own words in your messaging will help you connect with them on a deeper level. 

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2. Surveys

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Surveys are great for gathering quantitative data from a large group of people and getting data that are statistically significant, meaning the results are more likely to represent your whole customer base. They’re your go-to tool when you need a quick, broad overview of customer preferences, behaviours, and opinions. Surveys can save time by allowing you to get a lot of feedback at once, without needing individual conversations

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Surveys are also useful after interviews, helping you validate and prioritise the insights you’ve gathered. By asking a larger audience, you can see which ideas resonate most across your broader customer base. 

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Best for: Getting a broad overview of customer trends and confirming which insights matter most to your larger audience. To ensure your results are meaningful, aim for a sample size that truly represents your target customers. 

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Example use case: You’ve gathered in-depth insights through interviews and now want to prioritise which ideas resonate most with a larger sample of your target audience. 

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Top tip: Use clear, relatable language in your survey questions that mirror the way your customers talk. This helps ensure you’re asking the right questions and that your audience understands them easily. 

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3. Focus groups 

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Focus groups are ideal when you want to observe group dynamics and get multiple perspectives at once. They’re particularly useful for brainstorming, testing new ideas, or understanding how customers discuss and perceive your product in a group setting. 

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Best for: Exploring new ideas/ getting feedback on product concepts.

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Example use case: You’re launching a new product/ product feature and want to gather feedback  

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Top tip: A strong moderator is key to a successful focus group. Guide the discussion, make sure everyone's voice is heard, and manage the group dynamics to keep the conversation productive and on track. 

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Make the most of each method

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Choosing the right research method depends on your specific needs:

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Interviews provide depth, allowing you to understand the deeper motivations behind customer behaviour

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Surveys give you breadth, helping you gather quick insights from a larger audience

Focus groups help you explore ideas in a group setting and uncover unique insights through group interaction

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By strategically using these research methods, you’ll gather the insights you need to make smarter decisions that drive growth. 

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So next time you’re looking to learn more about your customers, or potential customers, consider which method will give you the best results. And if you’re unsure where to start, we can help! 

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