Surveys

Although customer surveys were not specifically referenced in the research by Cooper and Dreher, I believe customer surveys offer a very easy method to get feedback, from as little as 30 customers to as many as 100,000.

Customer surveys can be used to collect customer feedback about a new product or product concept, but can also be used to get feedback shortly before product launch regarding product features and functionality, as well as marketing launch plans and campaigns, before the final product is released to the market. Customer surveys are very versatile tools, and in addition to these typical survey uses, surveys have been used for getting feedback on adjusting new features, for mid-production research, manufacturing quality research, usability testing, new market analysis, and pricing.

There are a number of ways customer surveys can be administered. Certainly, a survey is part and parcel of the customer visit as it will provide the interview structure, but there are other...