In my last post I emphasized the need to prevent getting “journey-jammed,” focusing too much on a goal too large to handle all at once. Here I’d like to comment on the tactical resolution to getting good, viable data from each journey.
First, don’t do a survey
Seems counterintuitive, coming from someone whose job is to run customer experience research projects, I agree. And yet, it is still true. Before you begin a new survey project, identify your available....