Some respondents try to affect survey results. Employees might understate concerns. Any person participating in a survey wonders about the application of the data. Respondents calculate their answers to affect the outcome they desire. The desired outcome can be positive or negative.
Internal comparisons made by respondents result in relative cancellation.
Relative cancellation is easily detected in interview transcripts. If a client is inactive for at least two product cycles, someone from your company must try to contact the former client and determine the cause of inactivity. The data in these logs represent company shortcomings, from poor product designs to overly zealous sales practices. Client Focus Groups Focus groups are a wonderful tool, if conducted and utilized properly. Only a trained professional should host such meetings, as it is tempting for company employees to spend more time in a defensive stance than listening.