"Statistical significance is irrelevant when you’re doing customer research."
There is a time and a place for carefully-written Likert surveys with control questions and large samples. Psychological research, election polling.
Customer research is about learning the realities of someone else's world. What you're aiming for is more a structured conversation than a statistical survey. Are you both speaking the same language, are you overlooking any major cultural or procedural factors, what emotionalresponses occur repeatedly and what triggers them?
It's the difference between empirical research and phenomenology and one of the things that makes Psychology a) a bit woolly compared to other sciences and b) a lot more interesting.
Comments
"Statistical significance is irrelevant when you’re doing customer research."
There is a time and a place for carefully-written Likert surveys with control questions and large samples. Psychological research, election polling.
Customer research is about learning the realities of someone else's world. What you're aiming for is more a structured conversation than a statistical survey. Are you both speaking the same language, are you overlooking any major cultural or procedural factors, what emotional responses occur repeatedly and what triggers them?
It's the difference between empirical research and phenomenology and one of the things that makes Psychology a) a bit woolly compared to other sciences and b) a lot more interesting.