An example of subjective data is the commentary of a focus group. A focus group enables a business to get important information about opinions and reactions to current or potential products. There are companies that run focus groups as their business, but you can organize a group fairly simply. Visual aids help and good notes are a must. Remember that it usually takes several groups to get a good picture of the topic.
Measurable data is more reliable because it can be analyzed.
The key tool in finding measurable data is the survey. The four basic types of surveys are personal, telephone, mail and Internet surveys. Although the personal interview is the most time-consuming and expensive it is often the best. It provides direct contact with the consumer and provides the opportunity to ask follow-up questions, use visual aids and give samples. It can be as detailed as needed.