Aren focus groups or other types of qualitative methodologies sufficient for identifying what organizations need to do to increase their customers loyalty?
Qualitative research certainly has its place in understanding customers (and prospects) and how well they are being served within the marketplace and by your organization, specifically. The Loyalty Research Center recommends that qualitative research play a critical part in your customer loyalty measurement program – both upfront to help design a complete and effective quantitative measurement tool as well as later in the process in order to clarify survey feedback. However, qualitative methodologies cannot take the place of quantitative approaches. Qualitative techniques provide insights and fine-tune appropriate language and phrasing, identify special interest segments and needs, all of which can later be built into the quantitative program design and survey tools. But scientifically valid samples or a census of your customer population is the only way to reveal exact incidence of those needs and perceptions. Remember, a focus group typically has 10 – 12 participants. Are you comfort
