They get to interview, observe, and interact with real people doing real things related to their business. Triangulate your findings. The belief that the only reliable information is voluminous, statistically significant data has led so many companies to abandon innovative ideas. You should test new ideas through multiple data-gathering methods, using the results to check each other. Never treat people as subjects.
Surveys feel like a medical exam.
If you want innovative ideas, stop using methods that look only for conformity and dull sameness everywhere. If you want people to give you real insight, treat them like real people. I was determined to make my daughter s 2 p.m. volleyball game. I had had the vehicle for nine months. At the time of purchase, the dealer said that I d have access to OnStar for one year.