How we approach customer intelligence using touchpoints

What are touchpoints?

  • Touchpoints are interviews with customers or channel partners that generate quasi-quantitative data, understanding and insights
  • Touchpoints provide more depth and breadth than other methods, falling between a written survey and an in-depth interview in terms of the level of insight they can provide
  • We typically conduct 40-80 touchpoints
  • Touchpoints allow us to generate deep understanding and validation of hypotheses much more quickly than other research methods
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WHAT

Develop initial points of view / hypotheses

HOW

  • Analyze extant client data
  • Use exhaustive secondary research
  • Collaborate with our client

WHY

It is vital to have clarity around what we want to learn from customers

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WHAT

Conduct a series of in-depth interviews with customers, resellers, and/or industry experts

HOW

  • Identify appropriate individuals to interview
  • Conduct in-depth interviews

WHY

Refine our understanding to create the most effective set of touchpoint questions

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WHAT

Conduct touchpoint interviews to validate our understanding and generate quasi-quantitative data

HOW

  • Build an instrument of 30-40 questions
  • Field touchpoint interviews with a significant number of participants

WHY

Generate a level of confidence that goes far beyond a few expert interviews

What are touchpoints?

  • Touchpoints are interviews with customers or channel partners that generate quasi-quantitative data, understanding and insights
  • Touchpoints provide more depth and breadth than other methods, falling between a written survey and an in-depth interview in terms of the level of insight they can provide
  • We typically conduct 40-80 touchpoints
  • Touchpoints allow us to generate deep understanding and validation of hypotheses much more quickly than other research methods

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