When conducting survey projects, should you survey your own customer base (people who actually by from your company), or non-customers? Or both?
After all, you may very well have a list of customers that would be convenient for you to use for your survey project. But is that a wise choice? Maybe, maybe not.
Seth Godin’s blog post yesterday was about a topic I have been thinking about a lot lately. It’s inspired by the aphorism, “…to a person with a hammer, every problem looks like a nail.”
Some of the pain that market research is going through right now is precisely because of this. In the field of market research, we have hammers we are very comfortable with…
