The human element can sometimes inject inaccurate perceptions about what information is wanted, why it is wanted, etc. More time may be needed to set the groundwork for such an interview than for a more informal information exchange. On the other hand, a routine visit with a faculty member can yield valuable information that can be brought back to the team, and that will eventually inform future decision-making. Research has shown that individual interviews are the most effective means for getting feedback. They often can be done without the intense preparation the must go into a survey assessment.
Feedback is immediate.
The customer sample is often much smaller than that of a survey. Interviews are more intrusive for the respondent. Interviewers will have to watch voice inflection and body gestures to avoid sending auditory or physical clues about the significance of an issue, or about the preferred response. Recording responses can provide accuracy of recall, however the customer being interviewed must grant permission. Results can then be analyzed both quantitatively and qualitatively.