In our numbers-driven world, we tend to devalue qualitative insights in favor of quantitative data. In doing so, we risk losing the nuance in our story and the revelations that occur when we elevate the customer voice, literally.

Over my career, I’ve conducted hundreds of individual interviews and have some pro tips to share for getting the most out of your next customer conversation.

Building a strong, resilient brand today requires a deep understanding of evolving customer loyalties, strategic investment in brand equity as a core asset, and leveraging data to drive measurable growth.

With this in mind, we’ve developed a comprehensive set of principles to ensure brands aren't just making promises but are delivering demonstrably valuable experiences that yield clear returns.

Monitoring and improving the customer experience should be a core aspect of your research plan. And while many organizations lean heavily on NPS, we recommend NPS make up just one facet of a robust, three-part customer experience index that includes measures of impact, loyalty, and quality. Reach out to learn more.

Prioritizing research can feel overwhelming. That's why Eiger Insights created these simple guides for insights-driven and mission-driven organizations to help you make confident decisions.

Download our infographic on the guiding principles of equitable research design.