Bryan Daigle’s (founder and president of Idea Tango) recent blog  about surveys got me thinking. While I completely agree that a quick and dirty survey, especially early in the idea process is essential, some experts prefer in-depth interviews with customers. In-depth interviews can be very helpful in finding latent (hidden) needs, details on use of new product and demonstrations on how the problem is currently being solved.  However a survey can show interesting statistical analysis from a large, random and unknown population sample.  So, today I thought I’d do a comparative analysis of surveys vs. interviews.

Surveys

Surveys need to be focused on the analysis from the beginning.  This does not mean tailoring the survey for manipulation of responses, but it does mean that you want to know what your analysis will show (good or bad) from the beginning.  How do you plan your survey?  If you randomly pick people off the street and get them to respond to the survey, what do the results mean? Does your random survey mean that those results can be extrapolated into the whole population of your state, the US and the world?  Probably not.  However, when you focus your survey on your target market (like Diagle’s example of using hardware store customers) then you can start to apply those statistics to the larger target market.

Why Surveys are good

Surveys help build the market size case. As we talked about earlier, you can apply survey results to a the larger markets saturation percentage.  You can also do lots of statistical analysis based on a survey like regression analysis, three factor interaction and radar charts.    Surveys often measure instinctual response, which is good because the purchase decision is often quick.  Most importantly is the large sample size that can be attained by the easy scaling of a finite document.

Why Surveys are tough

You only get answers to the questions you ask.  Seems simple, but the design of a survey can be very strenuous.  Question structuring, survey architecture and styling are all difficult variables that affect the survey.   More than the survey, the surveyor can have a big affect on the question responses.  On my first survey, when I wore a suit I got great responses but a polo didn’t produce the same results (business people survey target).  Also, because the sample size is important you are always doing it.  I aim for 75 responses, but always keep going.

Why In-Depth Interviews are good

If you can sit down with a customer or have an extended phone call, you can get the person on the other end thinking about your product from their perspective.  Often early questions get readdressed later in the conversation after the topic is kicked around in the sub conscience.  Interviews can uncover needs unknown to yourself that relate to the problem.  Perhaps most importantly, in-depth interviews can help you through the development process.  Curious about where to put a button, ask a customer and have them think about it.

Why In depth interviews are tough

Your responders need to take 30 minutes plus out of their day to talk to you.  It can be tough to sell someone that taking that time is worth it for them.  Aim for people that often meet with people from outside the establishment.  The major downfall is the sample size can be very small and even as you grow your sample size, the respondents don’t match up.  So you have lots of details on conflicting views.  Honestly, this is a part of inventing and you need to sift through the data, pick out what is important (you may not like it) and go with it.

Tips and Tricks

USE STRANGERS

Surveys…

Multiple choice with other write in option on all questions

Put it online, or at least use the online tools:

Zoomerang.com - Online Survey Tool, (costs $ but does some fancy statistical analysis)

Surveymonkey.com - Free, but only simple analysis provided

Provide a treat / prize (lemonade on a hot day)

Keep it short, responders will be more willing if it really only takes 2 minutes

Bryan’s trick- Say its for your friend inventions, respondents will be more honest

In depth Interviews…

Introduce them to your product before meeting them

Send a list of questions in advance

Let the conversation drift into what they think, you will get more than just pounding away on your questions.

Conclusion

Do both, each has its strengths.  The good thing is that they both compliment each other.

Survey Sample Questions

I just puilled these questions from a survey I did.

First Qualify the audience to your target market: Age, Gender, Children in household, etc

Do they feel the need: have you ever had a problem with X, what did you do, who was affected adversely, does this bother you?

How much would you pay for a product with these 5 features, where would you buy it and how many would you buy?

We are always here to help with new product development marketing, so feel free to contact us.