How we approach customer intelligence using 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

WHAT

Develop initial points of view / hypotheses

HOW

WHY

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

WHAT

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

HOW

WHY

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

WHAT

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

HOW

WHY

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

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